Imagine the power of getting into your client’s head at an event - knowing what they do, what language they speak, which products or services will be relevant to them, what they’re likely to be most interested in and immediately serving it all up for them as they journey through and around an exhibition stand.

That, and more, is at the heart of DBpixelhouse’s latest product – brandWallet – which uses RFID tags loaded with the visitor’s demographics to pull up tailored content or actions when swiped at touchpoints.

DBpixelhouse’s Alastair Reece explained what the technology can do: “We originally launched brandWallet for a Pharma client because in the Pharmacy industry the information relevant to a visitor is very much dependent on their job role, geography and other factors. For example some products aren’t licensed in certain countries and they wanted the visitor to only see information that was relevant and accurate to them. It’s an incredibly powerful tool for exhibitors - or for organisers - because not only does it enable them to provide targeted content in a slick and sophisticated way but it also provides detailed metrics on the visitor’s actions – what they looked at, for how long, what they chose to email to themselves etc. This has given our clients the ability to measure the value of participating in an event in a way they simply couldn’t achieve before and benchmark performance across events.”

The RFID touchpoints can be anywhere – on a touchscreen, a sign, a café area, at a welcome desk or demo area and can be programmed with different responses – for example swiping in on arrival at the stand might generate a text message to the appropriate account manager to let them know their client has arrived or a video wall touchpoint might bring up a library of targeted presentations to choose from, which the visitor can browse or add to their digital rucksack. The digital rucksack is a key benefit of brandWallet, allowing visitors to specifically select the info they want, which can then be emailed to them or added to a USB stick to take away – much more convenient than a bag of brochures. It also generates significant cost savings and gives brand’s sustainability targets a real boost because brochures don’t need be printed and shipped.

Sales and Marketing Director, Oliver Richardson commented: “Interest in brandWallet has been phenomenal, not just for exhibitions but for product launches and brand experiences. Big brands are really excited by the prospect of delivering content journeys that are tailored to an individual’s profile and needs. The paperless approach totally transforms their presence at an event – it doesn’t just save money and CO2 – it means replacing storage areas with hospitality space and enabling stand staff to spend time with their customers rather than time looking for the right brochure. We’re really excited by the prospect of working with our clients to further develop brandWallet’s capabilities.”

DBpixelhouse, the digital agency arm of DB Systems, creates software and content for blue chip companies across all platforms and technologies, from iPad applications, augmented reality, touchtables, and transparent touch screens, to video-walls, lighting synchronisation, interactive floors and full software suites.

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