A large trade show operator in Norway made visitors register with their Mobile Telephone numbers (MO) at the entrance to get “special offers� while visiting the show.

GMM then made deals with the exhibitors to promote their brand and products and sent incentives to the visitors to come to their stand.

An example: A visitor has just registered and entered the exhibition hall. Within 5 minutes of doing so he gets the following message on his mobile phone –“first 10 people to visit (Company name) on stand B123 gets (certain promotional product) at 1/2 price and will enter a draw for a holiday -just show this SMS message.�This offer could be transmitted every 30 minutes throughout the duration of the exhibition and is guaranteed to drive people to that particular exhibitors stand. If at any time the exhibitor would wish to change the marketing message it can be done immediately. Example–“Visit (Company name) on stand B123 within 30 minutes of receiving thisSMS and receive a FREE Gift (or a Discount) etc�.

Another example was an exhibitor auctioning a 42�Plasma flat screen, worth £2,995

Another example was one of the caterers offering a free cup of coffee or tea if visitors ate with them