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“You can now uniquely identify each person at your event, whether by specific name or a more generalised demographic, such as ‘adult female’,” says Gabriel. “RFID readers can read hundreds of smart cards badges simultaneously, giving you a global view of your event at any moment. As an organiser, you can know instantly how long people are staying in certain areas, where the event hot spots are, which aspects of your event are being under-utilised or visited, and where the peak foot traffic is. You can now make real-time decisions about event staffing and security.”
Since RFID tags can be written to, they can also be used to simplify access control, giving layered access to VIP areas, parking areas, media rooms, or other side events such as plenaries and closed meetings. Guests simply tap their conference badge or rfid inlay and rfid wristband to the reader at the door or gate to gain access. “It’s a huge step up from the colour-coded badges and VIP nametags most events currently use,” says Gabriel.
Bringing the online to life.
What Gabriel believes will have marketers really sitting up and taking notice though, is how contactless cards can be used to bring the digital world into the here and now.
It’s what Dean McKain, executive creative producer of LOGIC’s parent company, VWV, calls “the convergence of live and digital”.