Exhibition and measurement and tracking revolution to hit UK

Tuesday, November 11, 2008

RFID technology with an accuracy of 15 centimetres and a one second update rate is set to provide a new generation of quality information, measurement tools and interactivity at UK exhibitions.

Fish’s CEO Michael Gilvar and his UK ‘ambassador’ Exposure Communications’ MD Simon Burton, are confident of installing the RFID visitor tag technology into UK venues in the New Year, with discussions underway.

Unlike passive RFID devices that work with static scanners at entrances and exits, the new Fish Tag software uses ceiling-mounted technology to track movement around the exhibition floor, providing real-time data, real-time targeted messaging and real- time visitor interactivity.

“This real-time technology,” says Gilvar, “will enable the exhibition industry to make the big jump. Our ability to deliver powerful insightful measurement tools will move events from the bottom of the media measurement totem pole, to the top, even eclipsing the capacity of the Internet to deliver actionable measurement and data. The closest comparison is Google, with huge reciprocal benefits being delivered to Internet users, while powerful data and relevant messages are delivered for advertisers. The Fish system promises to drive a host of benefits for the event delegates that in turn drive better messaging and measurement for exhibitors.

Fish’s client base includes major brands including Cargill, Kimberly Clark, Texas Instruments and the US Army, which has been leveraging the RFID technology for almost two years.

The Fish tag fits into a delegate badge holder and, with data privacy a big issue, it offers total control of delegates’ own data.

“Eighty-six per cent of trade show leads don’t get followed up,” says Gilvar, “We can solve that literally with the click of a button.”