The Tradeshow Triangle CDS MAKES EACH GROUP IT SERVES A PRIORITY BY KRISTAN OBENG
At the Heart of Everything Think of a tradeshow as an equilateral triangle, with the registration and lead retrieval services provider operating at its core. From this central position, it’s the responsibility of the registration company to deliver the same high-level service to the parties at each of the triangle’s three points – A, B and C. Before the show floor opens, the show producer rests at the highest peak of the triangle (At different points throughout the show, priority could shift to either attendees or exhibitors.) The show producer usually contracts the registration provider to create a good customer experience for exhibitors and attendees as well as improve its technology, capture data and help with its bottom line. Sharing the ground level of the triangle are the attendees at point B and the exhibitors at point C. It’s fitting these two groups are within reach of each other: Their need for face-toface interaction is constant, and it is the duty of the official registration and lead retrieval services company to provide technology that makes this back and forth as seamless as possible. For more than 200 annual tradeshows, Convention Data Services (CDS) has operated at the heart of this triangle, including during Digital Signage Expo (DSE) 2015 at the Las Vegas Convention Center from March 10-13.
A) The Show Producer
Photo by Cory Margenau Fausz
Before partnering with CDS, Digital Signage Expo producer Exponation worked with two other registration companies that used barcode badging systems. During that time, attendees used tickets to gain entry into education sessions. Swapping to QR Codes after CDS came on the scene four years ago changed how the show operates, according to Exponation President and COO Chris Gibbs. He explained that QR Codes allow exhibitors to buy additional licenses for CDS’ lead retrieval mobile app, X-Press Connect, which is used complementary to and subsequently at a lower cost than CDS’ handheld device, X-Press Connect Plus. “A lot of people can have the apps on their phone, but it goes to the same database,” stated Becky Hansen, executive vice president Continued on p. 38 @ExhibitCityNews
ExhibitCityNews.com JULY 2015 37