Reed Exhibitions Focuses on Matchmaking at AIBTM - Event Marketer

Reed Exhibitions Focuses on Matchmaking at AIBTM

DB_AIBTM_2012 ETA
Brand: REED EXHIBITIONS
Agency: CERTAIN INC.
Awards: EVENT TECHNOLOGY AWARDS — BEST TECHNOLOGY TO BUILD EVENT ATTENDANCE
Year: 2012

A huge and complex event like the Americas Incentive, Business Travel, & Meetings Exhibition (AIBTM) is a maelstrom of logistical challenges, but this year’s event was a little less so, thanks to a preference-based appointment matching engine. To deliver better value for exhibitors and attendees, facilitate a hosted buyer program and drive overall participation, Reed Exhibitions looked to Certain, Inc. software to bring vendors and buyers together. Reed provided exhibitors with a portal in which they could set up appointment diaries based on the capacity of their booth and staff and set preferences for buyers they’d like to meet.

Attendees were then sent to a website to identify the organizations and the types of exhibitors with whom they were interested. The preference-based appointment engine automatically paired the right buyers with the right exhibitors. Then, exhibitors and staff were able to make manual changes to their appointments before delivering a complete appointment schedule to both exhibitors and buyers.

The goal was to help both parties make the most productive use of their time at AIBTM by helping exhibitors plan their involvement strategically based on knowledge of who they were meeting with and walk away with tangible results in terms of number of leads and appointments with highly-qualified buyers. The matchmaking engine was a success booking more than 10,000 appointments among 2,250 attendees and 194 exhibitors, for a five percent overall growth for the event.

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