RFID (Radio Frequency Identification) is no longer simply a ticketing or access control product; it is a game-changer as an event marketing tool and data analytics tool post-event. Since it allows monitoring the engagement of the attendees to realize personalized campaigns, compared to other systems, RFID can empower an organizer to make real-time decisions with the help of actionable intelligence.
The following are some of the major questions that facilitate the unlocking of the entire value of supercharging event strategies with RFID.
How Does RFID Enhance Attendee Engagement During Events?
Badges or wristbands that use RFID personnel tracking make it possible to register an attendee to interact, e.g., tap a booth, tap a game, tap a product demonstration, or contest. This is what makes the engagement friction-free and traceable.
All experiences can be logged and used to personalise experiences in real time (e.g., unlock exclusive content or custom offers), and the event environment becomes more data-rich and immersive.
What Kind of Data Can RFID Collect During an Event?
RFID has been able to gather behavioral data that includes:
- Enter and leave time
- Booth or zone visits
- The stop time at exhibits
- History of purchasing (should it be connected to payment systems)
- Session attendance
This information presents event planners with a 360-degree picture of where the attendees are and how they are interacting with the event.
How Can RFID Improve Event Marketing Personalization?
Since RFID monitors attendant behaviour in real-time, the marketing departments have an opportunity to perform hyper targeting at the event and post-event. Targeting could be, say, a prospect who attended the tech product booth a couple of times, who would get a follow-up email with product specifications, special offers, or demos. RFID enables personalization of foundations in mass proportions to be precise.
Does RFID Help With Real-Time Decision Making During Events?
Yes. Live foot traffic and congestion can be viewed by organizers, assisting them in maximizing staffing or repositioning sponsors, to how to market struggling areas on the fly. Agile dashboards using RFID aim to enhance attendee happiness and ROI of sponsors whilst an event is already in progress.
How Is RFID Used in Lead Generation for Exhibitors?
With RFID, leads can be captured by the exhibitors without scanning and filling out forms by hand. Scanners tap their badge or wristband and agree to share some of their contact information and interests. The outcome will be a lead database of high quality with the interaction history leading to better efficiency in sales follow-ups.
What Post-Event Analytics Are Possible with RFID?
After the event, the RFID data will allow:
- Heat maps of the most popular regions
- Attendees engagement score
- Documents of attribution of booths or sessions
- Conversion Tracking of Onsite purchases or sign-ups
This information allows organizers and sponsors to know ROI and do better layouts in the future, and demonstrates the worth of being part of hard data.
Can RFID Replace Traditional Event Surveys?
Los Angeles may be relying less on post-event surveys because RFID supplies behavior-based answers; however, it is not a complete replacement for post-event surveys. RFID reveals the actions of the attendees instead of asking them what they liked most. This generates more correct and without bias responses to the content, appearance, and impact in marketing.
