Issue link: https://tradeshowexecutive.epubxp.com/i/84572
SPONSORED BY experts who work with them on using RSNA offerings or general app usage. RSNA Mobile Connect also features a "Genius Bar," made famous by the Apple retail stores, featuring iPads, iPhones, Android phones and tablets. Also there are two small theaters, one where users can watch mobile app demonstrations and another that features mobile app demonstrations by RSNA exhibitors and presenters. Each theater seats 10 to 15 people and is open through the entire meeting. We are very excited about this latter innovation for 2012. BOB: Your event uses a lot of internet and electrical power. How do you handle these two critical services? TOM: Te short answer is: "as best as we can." Back in 1992, McCormick Place did not have the infrastructure nor bandwidth size needed for our meeting requirements. So we created, with McCormick Place's approval, the RSNAnet, whereby our exhibitors place their internet orders directly with us and we advised the building as to where the drops were to be made and of what type of service was needed. We feel that the network bandwidth and pricing that we offer is still a better value than what the facility currently provides. As for electrical services, our 2011 meeting had some challenges as we had a new electrical contractor, GES. It was a good learning experience and GES is already out in front of the problem for 2012. Teir electrical plans are already published and they have conducted two webinars on the subject. BOB: This is a new one for me, but you and your team are praised by your exhibitors for moving people so efficiently around the greater Chicago area. What's your logistics secret? TOM: Well, we've been using RPMs Inc. for shuttle bus service for years. Tey know their business, the city of Chicago and, more important, our attendees and exhibitors. Janet Cooper, our Director of Operations, and her team work out the best routes, as we oſten add new hotels to our block and remove others. We also work closely with the Chicago Radiant Crowd. RSNA has been the focal event for radiology for nearly 100 years. The annual Chicago conference and trade show is the largest medical trade show in the U.S. rail transit system (METRA) that runs directly under McCormick Place, and at- tendees are encouraged to take advantage of this RSNA free service to get them in and out of the building quickly. We also coordinate with all the taxi companies, airport shuttle services, and have even found the Chicago trolley to be helpful, weather permitting (laughing). Finally, our meeting is an annual Chicago event and that in itself helps us fine tune and make corrections each year. BOB: That's a good endorsement for keeping your event in the same location every year. Tell me about the GPS "You are Here" touchscreens throughout McCormick Place.? TOM: Tis will be the third year that we have utilized "Digital Navigating" in the RSNA meeting. Tese kiosk "touch screen" units are designed to help attendees find everything from registration to sessions, from exhibits to food outlets, and more. We also get a report on the usage for each kiosk so we can determine if that loca- tion is needed again next year. Tese units complement our Help Centers, the static "You are Here" boards, and the directional signage used all over the building. Lastly, over the past two years our Digital Naviga- tion Reports have shown that 75% of the attendee searches were for exhibiting com- panies, like product categories, company booth numbers, and other show floor attractions. Our exhibitors really like them for this reason. BOB: How important are exhibitor advisory meetings? TOM: Tey are critical for feedback and developing future exhibiting strategies. We conduct "Exhibitor Planning Meet- ings" in February and June. For those unable to come to Chicago, they can dial-in or watch via a webinar. In addition, we invite our top 35 exhibiting companies to a post RSNA show meeting two weeks aſter the event, to learn what went right and what didn't while it's fresh in their minds. Also, an online Exhibitor Surveys, Inc. questionnaire goes out two weeks www.TradeShowExecutive.com | October 2012 33