In the field of technology, the highlights
included the development of a new busi-
ness model for visitors and exhibitors: the
local marketing platform, which works
according to profile, place and time (right
person, right place, right time) and uses
Bluetooth beacons and wi-fi technology to
segment audiences. The platform offers a
new way of living events, increasing value
and improving the visitor experience.
The network of more than 700 bea-
cons installed at the Gran Via venue also
enables the implementation of indoor
location, which enables the organisers to
study flows of people and their behaviour
at a show.
To this should be added the develop-
ment of a digital pass based on Blue-
tooth technology, so that visitors can
enter the site by just showing the pass
on their mobile device at the gate. Work
also continued on the development of a
networking tool for the Mobile World Con-
gress app, fully integrated with LinkedIn,
which enables contacts established at
the congress to be continued indefinitely.
This app also includes a recommendation
engine on content according to visitor
profile and activity.
GastroFira continues to grow
Once more, 2015 was a year of great ac-
tivity for GastroFira thanks to the calendar
of shows and congresses, particularly
the Mobile World Congress, the various
corporate meetings in the technology
sector (SAP, HP, MS Convergence, VM
World...) and major medical congresses,
such as those devoted to Cataracts,
Gastroenterology and Paediatric Endo-
It is possible to improve the
visitor experience at shows
and congresses, even
going beyond the events
themselves.
Trade show services and management
33
The trade fair organisation promotes
the use of technology to improve the
visitor experience
