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Digitising the event registration process


World Travel Market 2011. ExCel London.This week the UK event industry will be gathering at the annual Confex exhibition.  Like many other B2B events, one of the biggest challenges is ensuring that pre-registration figures are high and that visitor tickets are handled in an efficient and timely manner. Equally, environmental concerns mean that many organisers are looking for ways to reduce the paper usage at their events by removing the need for visitors to bring printed barcodes and badges with them in order to gain entry.

One such organiser is Reed Exhibitions, who tasked Event Advantage Solutions to digitise the entire registration process for the UK’s largest trade exhibition – World Travel Market.

WTM2011_123 smallIn addition to managing volume of exhibitors and visitors, the task was further complicated by the wide range of visitor categories and admission criteria and how best to convert the existing manual system to a digital one.

In order to achieve this Accredit (EAS’s inhouse accreditation solution) was adapted to meet the needs of the various visitor categories attending the show during different periods of build-up, open days and break down.  Press, students, hosted buyers and VIPs to exhibitors, suppliers and contractors were all categorised to enable automated allocation, virtually eliminating any manual processes.

The result was an intelligent registration system which delivered electronic badging for thousands of attendees before, during and after this four day show.  Following the successful migration from manual to digital EAS was retained to manage all WTM data as well as the implementation of registration for the actual event.  EAS were also contracted to handle Reed’s new Arabian Travel Market and World Travel Market Latin America.

While the supplier/organiser relationship is very important, what this case study shows is that visitors are also ready to embrace digital registration, and that in many markets the need for physical tickets and barcodes has all but disappeared.

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