Cybertrust Wins Best Of Show At RSA

2/23/2006 - The RSA Conference awarded its “Best of Show” prize to Cybertrust. Using the creative services of Access TCA and the technology provided by Fish Software, Cybertrust was honored for not only creating a message that resonated with its target audience--people charged with maintaining corporate information security--but also for crafting specific messages that addressed the concerns of individual buyers, catching their attention, and calling them by name.

Using an RFID card that was mailed to a VIP list before the show, the exhibit was designed to deliver specific, mutually relevant messages to each attendee as well as track exhibit marketing initiatives—how long did attendees stay in the booth? Which parts of the booth got the most traffic? Which VIP targets responded to our campaign?

Pre-event, CYBERTRUST introduced its “prescription” theme—Examine. Diagnose. Prescribe. The goal was to deliver relevant messages about the company’s expertise that includes compliance, vulnerability, identity, and threat. The challenge was that prospects would not likely be interested in all of these areas, so there was a need for a solution to deliver messages based on each visitor’s primary area of interest. Access TCA and Fish created a direct response campaign (both direct mail and e-mail) and targets were directed to a web-link that allowed CYBERTRUST to qualify visitors before the event and build its list of VIP visitors. A VIP package sent to pre-registered attendees delivered “prescription cards” (“we diagnose before we prescribe”) that were actually RFID tags. Recipients were encouraged to bring these to the show to discover whether they had already won an iPod.

At show-site those who did not pre-register were encouraged to take a survey identical to that sent out in the direct marketing program. Meanwhile, when identified VIPs came within 50 ft. of the exhibit, a text message went to the various salespeople assigned to these accounts, alerting them that a VIP was coming to the booth and spelling their areas of interest.

After being greeted by both the salesperson and a welcome screen, attendees visited a kiosk for a custom experience. Presentations at the kiosk were triggered by the detection of a known tag, and utilizing the information obtained in the survey, the presentation was specific to the needs of the buyer. As the visitor left the booth, a screen displayed the message: “Thanks for visiting Cybertrust—you are now registered to win an iPod.” The technology not only stored data about which kiosks were visited, how much time was spent at each, and how long attendees spent in the exhibit, but also captured qualified information for A, B, and C lead rankings, making leads instantly available for distribution and follow up.

For more, go to www.cybertrust.com , www.accesstca.com, or www.fishsoftware.com.

Contact:
nkerl@exhibitoronline.com