Exhibitors were the beneficiaries of a big leap in content delivery technology at Cartes America from May 13-15 in Las Vegas, courtesy of official lead retrieval provider ITN International.
ITN provided every exhibitor who ordered a lead retrieval solution a complimentary BTAG, an innovative wireless hotspot that capitalizes on near-field communication (NFC) to simplify the delivery of content to attendees.
“Exhibitors at Cartes America 2014 were impressed by the BTAG’s elegance,” said Ivan Lazarev, president and CEO, ITN International. “We have made it easy for them to upload product information and assign it to a BTAG. And they appreciated the fact that attendees don’t need a special device to collect that content—all they need is their event badge. BTAGs make it easy for attendees to bring home sharable product info, and easy for exhibitors to identify by attendee who’s interested in their products.”
Attendees take advantage of the self-serve hotspots by touching them with their show badges. The touch logs the attendee’s request for whatever content the exhibitor has assigned to the BTAG.
Links to that content are provided to the attendee at the end of each day of the event through an email. A cumulative email is also sent at the close of the event with all the links assigned to all the BTAGs the attendee touched throughout the entire event. Email opens and click-throughs are tracked by ITN’s back-end system and reported to exhibitors.
As well as functioning as an NFC reader—able to read badge-touches—each BTAG is also an active NFC tag able to pass information to other readers. As a result, attendees can also touch any BTAG with an NFC phone or tablet to acquire content. In this case, the attendee’s device simply opens the Web link assigned by the exhibitor to the BTAG.
BTAGs are self-contained, battery-powered units that can be affixed with Velcro to any surface, including posters, signs, walls, tables, counters, kiosks and other structures. A BTAG can also be worn by booth staff or deployed on pods supplied by ITN.