February 2007
Cheat Sheet: RFID
Find out how RFID works, what it will cost and how the technology applies to shows
By Linda C. Chandler
What’s RFID?
Radio frequency identification (RFID) uses radio wave signals and receivers to transfer information over short distances. Two common types are in use for convention/trade show applications:
• High-frequency signals, which are read in shorter distances but can contain more information.
• Ultra-high frequency tags, which can be read from several feet away but have less data storage capacity.
What does it cost to use RFID?
• Currently, badges cost from 30 cents to $3 each, depending on the quantity required. Of course, the more you use, the lower the per-unit cost.
• Costs for transceivers can also vary according to the number you need and whether you use hand-held, portal-mounted or overhead devices (which entail an additional rigging expense).
• Depending on the vendor, portal devices may run $500 to $2,000 per doorway.
RFID applications
“There are plenty of variations and possibilities with RFID,” says Ray Scanlon, Manager of Finance and Administration for International Gas Turbine Institute, produced by the American Society of Mechanical Engineers. Scanlon used hand-held RFID technology to simplify monitoring of ticketed meal functions and delivery of conference CDs. They also flagged a few important sessions to track attendance. “RFID provided added value and information we didn’t have before,” he says. “The cost was not prohibitive, and the battery-operated units were straightforward. The display showed us what we needed to know on the spot with no hassles.”
Mary Lange, President of the Independent Bankers Association of Texas Education Foundation, used RFID at the Tech Mecca conference in February 2006. Not only did it help with ticketed events, but her exhibitors also used it for lead retrieval. Because her attendees are security-sensitive, she chose short-range RFID. For her 1,000 attendees, the cost was comparable to using magnetic-strip technology and gave the impression of being on the forefront, a PR advantage for a tech-oriented conference.
How does RFID work?
Attendee badges contain a small chip and/or wire filament that has identifying information. The badge itself does not transmit, but when the attendee passes within the range of a transceiver, the badge reflects the information in response to the transceiver’s signal. Transceivers can be housed in hand-held devices or can be mounted at door portals. They even can be installed overhead in wide doorways where traffic is heavy, such as at trade show entrances.
Pros and cons
Pros
• RFID provides an unobtrusive way to track attendee movement and demographics, whether it’s seminar attendance or trade show activity.
• RFID can eliminate tickets for access to certain events. The reader will identify those who have permission to enter and prevent event-crashing or badge-trading ruses.
• RFID can track who picked up CDs or other pre-paid amenities to eliminate duplication. Pre-paid amounts can be “stored” on badges, working like toll-tags.
Cons
• Some attendees may resent the “big brother” factor of RFID technology.
• Initially, RFID may cost more than other registration and tracking methods.
• In rare situations, RFID may miss individuals (if arms are crossed over the badge or if something else blocks the signal, for example).
Rules of thumb
• Be sure to have a contract clause that releases you from any expenses should the technology fail to function properly.
• Communicate with attendees and exhibitors about RFID to allay any reservations and misconceptions about how data is gathered and how it will be used.
What to ask a vendor
• What frequency does your equipment use? Can you provide high and ultra-high frequency?
• What are associated costs, such as shipping and installation?
• What on-site tech support do you provide? (One tech rep per 10 doorways is a good ratio.)
• Will your data gathering mesh with my existing registration processes or systems?
• How secure is your encoding? Can you guarantee that our information cannot be read by any rogue transceiver?
• How long have you been serving the convention/trade show industry?
• Best Practices: Hands-free, January 2005
• Step-by-Step: Registration, April 2006
Linda C. Chandler is a freelance writer and editor based in Tyler, TX. She has written for association and convention publications for 18 years and is anactive member of Tyler CVB’s tourism committee. Contact her at linda.chandler@earthlink.net.
Meet the experts
• Robert M. Davis, Convention Strategy Inc., (301) 576-4174, www.conventionstrategy.com
• Mary Lange, Independent Bankers Association of Texas, (800) 749-4228, www.ibat.org
• Bob Lucke, Experient Inc., (301) 624-8950, www.experient-inc.com
• Arnie Roberts, SMART-reg International, (888) 999-9169, www.smart-reg.com
• Ray Scanlon, ASME International Gas Turbine Institute, (404) 419-1650, www.asme.org |
