An article in the September 29, 2008 issue of Forbes Magazine talks about Alliance Tech and their intelligent use of RFID technology to track trade show visitors and their booth visits. Now an exhibitor can know who visited their booth, how long they were their, how often they came back, and with multiple scanners in a large booth, what products within the booth attracted their attention. Wow, just like website visit tracking.
Of course there’s the issue of privacy, but, according to the company, opt out rates are around 1% of trade show attendees. The more we are pushed for accountability the more we can find new ways to try to actually understand what our prospective customers are doing … and not just on the web.