Discover 6 tech solutions for the business events sector

From AI that matches visitors with exhibitors sharing common interests to instant Mandarin translation, the sector advances with technologies that enhance the pavilion experience.

Under a study conducted by the Meeting Professionals International (MPI), the personalization of corporate event experiences is a growing trend, with 64% of event organizers considering it essential. And as we live in a digital world, many of these experiences are shaped by technologies that enhance the experience for visitors and exhibitors alike. Aligning with this movement, RX, one of the world’s leading event organizers, presents four innovative solutions already in practice in its portfolio.

Corporate and industrial trade shows have always been at the forefront of using technological tools designed to facilitate operations and boost results. But what will the next steps look like?

Part of the RELX group, a global provider of analytics and decision-making tools, RX Brasil demonstrates how new advancements are being incorporated into its events and the technologies attendees can expect in second-half presentations. Here are some highlights:

1 – A Solution That Matches Visitors and Exhibitors

The Matchmaking system creates a “connection between people and brands.” With this tool, visitors are recommended solutions, products, services, and companies based on the interests they specify during registration. 

Already utilized in RX events for some years, the system aims to optimize the experience for all participants, generating qualified leads and guiding visitors to ensure an efficient visit to the exhibition floor.

2 - BI Driving a Qualified Audience

RX possesses an extensive database of professionals who visit its events and consume digital content generated by the trade shows. Each event offers a broad array of experiences tailored to different professional profiles. To meet these distinct needs, RX leverages Business Intelligence (BI) technology to segment audiences effectively.

This ensures that specific communications deliver the exhibitions and suppliers of interest to different professional groups, enhancing the value of their visit planning. BI supports each event in offering what specific audience groups seek when attending an RX expo.

3 - Dashboards Tracking Visitor Activity

Another data intelligence innovation used in RX events is developing BI dashboards to monitor visitor activity during the exhibitions. Similar to how BI segmentation ensures visitors discover relevant content, these dashboards measure attendance. This helps ensure that key visitor and buyer profiles targeted by exhibitors are present at the event. 

Organizers can use real-time data insights on visitor volumes and demographics to make adjustments, like targeted social media campaigns and email outreach, to attract the desired profiles.

4 – Exhibitor Dashboard for Business Performance

Unlike BI dashboards, the Exhibitor Dashboard focuses specifically on exhibitors. It analyzes event performance data, helping participants evaluate their return on investment (ROI) and providing actionable insights to maximize market engagement. Instead of relying on traditional methods of subjective performance opinions, this technology equips exhibitors with quantifiable insights.

With a single click, exhibitors can track, in real-time, how often their profiles are viewed in the exhibitor directory, the number of website redirects, visiting plan additions, and more. The tool also calculates lead totals collected during and post-event.

5 – Mandarin Translation Tool

With the rise of international participation at trade shows, translation tools are enhancing infrastructure to cater to diverse global markets, including Mandarin. 

The RX team has integrated an AI-powered translation tool, facilitating efficient two-way communication between Mandarin and Portuguese. This innovation eliminates language barriers and ensures seamless interactions for all participants.

6 - Lead Capturing App for Networking

A key reason for companies to attend trade shows is to secure potential customers. But how can businesses efficiently capture and prioritize promising leads during the event? RX simplifies this with the lead-scanning app, **Emperia**. 

Exhibitors can instantly view collected leads, add notes, and rank prospective clients through a user-friendly app interface. Users can also create custom survey questions to gather targeted feedback about product launches or promotions.

The app offers real-time reporting, enabling sales teams to download lead updates and strategize their follow-up promptly.

“As advocates for using data analytics to empower decision-making, we are committed to helping clients anticipate opportunities and mitigate risks," concludes Claudio Della Nina, General Director of RX Brasil. "Our tools and insights assist exhibitors and visitors in creating tailored strategies to meet their unique organizational goals, seamlessly integrating solutions that are easy to use, comprehensive, and cost-effective."