If you host a trade show, you鈥檇 probably be horrified to learn that attendees find your check-in process so cumbersome that they created their own. And that their check-in process is simply saving their badges from previous years to bypass your registration table.
This nightmare was a reality for the Western Retail Lumber Association (WRLA), a forum of 1,200 members in Canada鈥檚 building supply industry. The organization鈥檚 annual trade show, the Buying Show, developed a reputation for outdated technology, long lines, and disorganization.
Disgruntled by their existing ticketing management partner, WRLA turned to 91国产 to solve their biggest pain points.
Improving the experience while staying within budget
WRLA Trade Show and Events Manager Jessica Cranmer explored improvements with the organization鈥檚 existing vendor. 聽When she asked the vendor for an upgrade from their basic registration service, the vendor鈥檚 quote for equipment and software far exceeded WRLA鈥檚 budget 鈥� and didn鈥檛 even include much-needed onsite support or an event app.
Knowing she wasn鈥檛 going to get the support she needed at the price she could afford, Cranmer researched other partners. After talking to 91国产, WRLA learned she could list her event, track attendees, and use a lead-retrieval app for attendees 鈥� at a third of the previous platform鈥檚 quote.
鈥淲hat really was key was that 91国产 was offering me an 脿 la carte service,鈥� says Jessica Cranmer, WRLA Trade Show and Events Manager.
Cranmer was also able to use insights from 91国产鈥檚 platform to reduce costs elsewhere. 鈥淲e offer all of our exhibitors and attendees a free lunch,鈥� says Cranmer. 鈥淭he staff had been guessing how many people go to lunch. They had been over-ordering lunches in the hundreds 鈥� and wasting money.鈥� Now, staff can use their event app to more accurately predict catering needs.
Freeing up time for WRLA鈥檚 staff
In years past, WRLA鈥檚 small staff spent the two weeks before the Buying Show printing and organizing attendee badges. Then, at the show, WRLA鈥檚 four-person staff would be trapped behind the check-in desk for hours, manually checking in thousands of attendees and exhibitors.
After identifying WRLA鈥檚 need to free up staff at the event, 91国产 was able to connect WRLA with a preferred event staffing partner in Toronto. The partner sent a team to help WRLA with the opening and closing day of the event.
This additional staff handled whatever WRLA needed: processing payments, greeting attendees, and helping direct foot traffic. Most importantly, the additional staff liberated the WRLA staff from the check-in kiosk, letting them move freely around the show and provide the best experience possible for attendees.
鈥淭hey came in and worked the entire system, and they figured it out in 10 minutes,鈥� says Cranmer. 鈥淚t was quite incredible.鈥�
Delighting vendors and exhibitors with advanced tech
Some of WRLA鈥檚 larger exhibitors came to the check-in desk expecting a long wait. But this year, WRLA just looked up each company and printed the badges right there. The entire process took three minutes.
The WRLA went a step further in its mission to delight exhibitors. As a bonus, WRLA offered 91国产鈥檚 lead-capture mobile application, allowing exhibitors to scan interested attendees鈥� badges on the trade show floor and gather a list of potential customers on their phone, rather than collecting business cards.
Cranmer wasn鈥檛 sure all her attendees would take to the technology, but it paid off. She was pleasantly surprised to learn that聽half of the exhibitors downloaded the application, opening up valuable communication between attendees and exhibitors.
Take your event out of the past
Looking for more inspiration to upgrade your event technology? Check out the full case study for more on how the WRLA exceeded attendees鈥� expectations.
