Author Archives: Fred Tremblay

About Fred Tremblay

Fred Tremblay, who serves as President of TPC Inc. as well as VP of Development for Event Technologies, is a University of Michigan graduate with over 25 years of executive sales and marketing experience at IBM and Lockheed in North America, Europe and Japan. He later served in senior executive posts at a number of leading technology companies and founded TPC Inc. in 2002, a software development company, whose products are built to solve problems unique to the trade show industry.

Sessions to See at IAEE’s Expo! Expo! 2016

2016-expo-expo-header_1920x280-1
We are excited about exhibiting at IAEE’s Expo! Expo!.  We will be in booth #1018.  Expo! Expo! is the trade show industry’s premier event.  It will be held at the Anaheim Convention Center, December 6-8, 2016.

We recommend attending the following sessions to hear discussions of programs that may enhance the experience and ROI for exhibitors and attendees:

Event Technologies will be featuring our Attendee/Exhibitor connection product line of eShowMail, eShowMail Invitation and eShowMail Charity. In addition we will be discussing our leads retrieval product, eShowLeads.

We look forward to meeting you there.

Attendee List Rental 2.0 (eShowMail)

  • Exhibitors have, for years, been given or rented the registered attendee list to send pre and post show marketing emails to increase traffic to their booth and to thank those who visited. Call this Attendee List Rental Version 1.0.
  • However, privacy and SPAM concerns have all but eliminated the practice of giving or renting the attendee list to exhibitors.
  • Enter Attendee List Rental Version 2.0 in the form of eShowMail , a system that enables exhibitors to have their custom email blasts sent without having direct access to the confidential attendee data.

Benefits:

  • Exhibitors get a full service email solution to communicate with registered attendees.
  • Attendees learn what is happening at the show, their contact information is kept confidential, and they have the ability to opt-out of the email program at any time.
  • The Show Organizer gets an email program with no additional cost and no risk to the attendee list.


Important Features:

  1. Attendee Protection. eShowMail protects your attendees. Simply put, the attendee list is never shown to the exhibitor. In addition, attendees can opt-out of the overall email campaign by clicking the “unsubscribe” link that is found at the bottom of every email we send.
  2. No Cost to Show Organizer. eShowMail is free for show organizers to offer to their exhibitors. There are no setup charges.
  3. Revenue Generation. Exhibitors pay to use the service. We charge a flat fee per email blast. The show organizer has the option of generating additional revenue by marking up our price to their exhibitors.
  4. We Do All the Work. Our reps work with each exhibitor to guide them through the process. We don’t require any assistance from show staff other than final approval of emails.
  5. Custom Emails. eShowMail allows exhibitors to use their own custom HTML. If the exhibitor can’t supply their own HTML, we will build an email for them.
  6. Reporting. eShowMail includes a real-time reporting website for both the exhibitors and show organizer. The site shows statistics, but no attendee data such as email address.
  7. Scheduling. You control the # of email blasts that are sent (per day and total). At most shows, we send two blasts per day over the course of 2-6 weeks depending on the number of participating companies. Exhibitor participation has ranged from 10% to 20% depending on the type of show.
  8. Control. eShowMail gives you full control over the content that is being sent out. Before an email is sent out, a proof will be sent to you for final approval.

eShowMail System Data Security

Data Security Text with Padlock Icon - Red Button on Black Computer Keyboard.

eShowMail System Data Security

The eShowMail system enables exhibitors to send pre and post show marketing emails to an event’s attendee list while protecting the attendees’ contact information from misuse.  To put it simply, exhibitors never see the attendee list.  Their information is protected within the eShowMail system through encryption and by limiting access to the system.

Data Storage

The only information we require to send an email is the attendee’s email address.  To secure this data within our database, we store the email addresses in a Relational MySQL table in an encrypted form using an algorithm developed using the Java Cryptography Architecture (JCA)[1].  The algorithm is show unique so the same email address will be stored differently for each show.

System Access

Only Event Technologies employees have access to our system.  Customers, exhibitors and attendees are never given access.  In addition, logging into the eShowMail system by Event Technologies’ personnel requires that three (3) variables be entered: (User ID, Password, and Security Code.)  This makes guessing the login orders of magnitude harder than the normal two (2) variables.   If our system is hacked, there is no ability to export information out of our application.

Data Retention

Any data that is entrusted to us by our clients is kept secure and deleted as soon as it is no longer required.  Show data is typically deleted within 30 days of the close of the event unless otherwise specified.  This includes attached files that have been emailed to us that contain attendee and exhibitor contact information.  These files are typically deleted as soon as information is uploaded.

System Hosting

The Event Technologies system is hosted at GoDaddy in Phoenix, AZ using a managed dedicated server that is backed up nightly.  The system utilizes Rdb Guard as a means of detecting malicious attempts to gain access to the system from non-authorized users.

Results

Event Technologies has been sending emails on behalf of satisfied clients since 2010. We have never experienced a data breach and have never shared customer data with any third party during this period.

[1] We are available to discuss the Class Files used and other general  implementation approaches by phone should the customers’ IT organization require but do not provide that information in writing for security reasons.

Emails / CAN-SPAM / Trade Shows

CAN-SPAM and the Impact on Trade Show Exhibitor Emails

Tradeshow organizers gather attendee email addresses in the SPAM Imagecourse of completing attendee registrations and if they are smart, they require them to OPT-IN or OPT-OUT of receiving emails. So the question is what can be done with these email addresses? Quite simply, the show organizer can send CAN-SPAM compliant emails to the registered attendees regarding the show. In addition, they can send emails on behalf of their exhibitors promoting their activities at the show because the emails are technically coming from the show organizer. These emails can be sent until the attendees OPT-OUT. Organizers start to run into problems when they sell the list to the exhibitors as part of their “exhibitor or sponsorship package” or as an add-on benefit so exhibitors can send their own emails.

Based on our experience with exhibitor emailing, here are some things to consider:

Continue reading

Connecting Exhibitors and Attendees – Case Study

Customer

The American Association of Pharmaceutical Scientists (AAPS) is a professional, scientific organization of approximately 10,000 members employed in academia, industry, government, and other research institutes worldwide. AAPS advances the capacity of pharmaceutical scientists to develop products and therapies that improve global health. AAPS CaseStudy Image 1

Event Name

The 2014 AAPS Annual Meeting and Exposition which had 4,834 attendees and 2,524 exhibiting personnel for a total attendance of 7,358. The exposition hosted 459 exhibiting companies.

Challenge

AAPS offers an Exhibitor to Attendee Communication Program that enables a small number of the event’s exhibitors to purchase the right to send pre-show and post-show emails to registered attendees. Continue reading

Boosting Trade Show Floor Traffic with Email Marketing

Implementing an email marketing program that enables your exhibitors to reach out to the registered attendees to build floor traffic provides added value to both you and the exhibitors. However, the program can be a little more complex than sending out normal email blasts. Here are a few tips from our three years and a million plus emails worth of experience.

email_marketing1. Bad things can happen if you don’t keep your email list confidential. Fortunately the number of shows that “give the list away” is on the decline, primarily because of attendees concerns about data privacy and the newly enacted SPAM laws in the US and Canada requiring the recipients to be able to easily OPT-OUT of the process. No good comes from letting the confidential information about your attendees get into unauthorized hands. Continue reading

QR Coded Trade Show Badges Improve Attendee Data Security

Attendee trade show badges with 2D bar codes containing demographic information and printed with the attendee’s name have been around for a long time but are gradually being replaced by ones with a QR code and a lot less data. Whether planned or by accident the current trend is helping to address a growing concern voiced by trade show attendees – DATA SECURITY!!!
QR Code Lead Retrieval
In 1996, as a founding member of one of the early companies providing third party “lead retrieval” systems to the trade show industry, I viewed the efforts of registration companies to encrypt the attendee badges as attempts to protect their lead retrieval revenue. Why else would they hide data willingly given by attendees from exhibitors who were merely trying to collect better lead data using their own devices rather than those rented from the registration company? Continue reading

CEIR Data Suggests a Need for Pin-Point Exhibitor Pre-Show Marketing

Successful trade show exhibitors will tell you that a key factor for their success is to increase the number of quality attendees that visit their booths. In an effort to increase their ROI, and therefore the odds that they will return to the event, they turn to the organizer to increase the number of exhibition hours, not schedule key sessions in competition with exhibiting and to co-locate the food or beverage service in the hall. While all are helpful there is one area that is sometimes overlooked – access to the registration database to support exhibitor pre-show marketing programs.

Recent CEIR research suggests how important access to the attendee data is by pointing out that 76% of attendees arrive at a trade show or event with an agenda, spend quality time with 26 exhibitors and half of these 26 exhibitors scheduled appointments in advance. Thus is clear, the successful exhibitor has to get on the attendee’s agenda and to do this effectively they need the help of the organizer. Continue reading

CEIR Data Suggests Exhibitor Retention Strategy

Trade Show FloorIf your company hosts trade shows and exhibitions, exhibitor retention is a very important part of your strategic plan. The cost of exhibitor attrition is high with estimates from Competitive Edge placing the cost for a show with 450 exhibitors and a retention rate of 75% at well over $250,000 on average. The cost goes up dramatically if the attrition rate approaches 40% as in some events or if the departing companies are the large anchor exhibitors. Whatever the show organizer can do to enhance the exhibitor retention rate will have a significant impact on the show’s bottom line. Continue reading

Is Exhibitor Email Marketing Still Viable?

email_marketingWe hear from many trade show organizers that their attendees are growing increasingly wary of exhibitor email blasts. Some have given up altogether and simply do not allow exhibitors to send any emails to the registered attendee list.

Recent technological advances have given rise to a number of alternatives organizers are using that include social media mentions, listings in the trade show APP du jour and one-on-one meeting scheduling systems. The latter offers a lot of benefits for the attendee who knows who they want to see but also requires effort on the attendee’s part. Continue reading