M&T offers a concrete solution for the evolving commercial and competitive requirements for "expo" events.
The package of services offered by SACS - Strategic Access Control System, has been expressly studied by M&T for the management of the marketing database for exhibitions.
The principal aims of M&T's Expo Marketing Services are:
- for EXHIBITORS to provide the elements needed for estimating the importance of the visitors with whom they come into contact during the days of the Fair (this done by establishing, in agreement with exhibitors, an ABC curve of “commercial value” of visitors);
- for the ORGANISERS to provide a useful database associated with the sale of exhibition space to exhibitors.
Benefits for the exhibitor
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To draw the targets' attention to the Fair, giving them an incentive to visit your stand,
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To create, to organize and to develop the Expo marketing database, |
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to develop, in the most efficient way, contacts initiated at the fair, and to organise the data gathered on visitors, |
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to maximise the effect of the visit, with a letter of thanks, immediately after the Fair, to each contact, |
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to define and organises appointments and personalised visit programs, |
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to keep immediately available for you the data collected during the Fair, through a personalized database. |
Benefits for the organizer
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Organisation of visitors' and exhibitors' files,
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control of entrance permits, |
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visitors' Identification Cards supplies and advises, |
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statistical reports reports in real time on visits to the fair, |
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analysis of loyalty frequency of visits,
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database of visitors at each stand, |
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analysis of routes followed by visitors per type of operator, |
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evaluation of visitors,
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system of e-mail with exhibitors and with visitors. |
How it works
SACS supplies telematic services to exhibitors and visitors, and gathers information through the installation of special terminals inside the stands. Cards, which are given to visitors beforehand, are detected at stands' entrances by optical readers which can read business cards as well as bar-codes.
M&T's Expo Marketing Service:
- creates and updates the visitors' database with an information card on each visitor;
- manages mailing and communications;
- registers and checks visits to stands and product demonstrations;
- monitors and analyses the flow of visitors;
- produces statistics in real time during the show.
The success of SACS has been due to:
- its system configuration (analysis of services and receivers)
- personalization of software for gathering and managing data
- setting up and operation of a telematic centre
- installation of terminals at entrance to stands
- systems management support for the Fairground Owners.
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