The TSEA/HCEAOF.01 (TSEA/HCEA Output File version 01) Standard is intended to standardize the format of lead data gathered at an event and stored in a computer-readable file for use by an exhibitor. A direct benefit of this standardization process for exhibitors will be the facilitation of the post-event sales and inquiry fulfillment process. By standardizing the data file format stored on computer-readable media (diskette, hard drive, memory card), exhibitors and their internal marketing communications staffs, as well as third party fulfillment and mailing service companies, will be able to more easily manipulate the data gathered at all events. Secondary users of this data who are expected to benefit from standardizing this aspect of the electronic data captured in an exhibitor’s booth include independent market research and survey companies as well as event organizers who request this data on a voluntary basis to help with event audits and traffic flow analysis.

The TSEA/HCEAOF.01 Standard is intended to be used by any company providing, as an end result of lead collection at a trade show, a file containing records of those collected leads.

The TSEA/HCEAOF.01 Standard consists of a file type, a file description, a file structure, and standard field labels.

File type: A single ASCII comma and quote delimited text file.

File description: The file may only contain characters in the standard ASCII character set.

File structure: The file contains individual records separated (or delimited) by a Carriage Return/Line Feed (CR/LF) (Hex 0D 0A). There may not be a CR/LF or a single CR or a single LF embedded in the field data. Each individual field in a record is delimited with a comma and a quote. Specifically, a quote mark is used at the beginning and end of each field and each of these fields is delimited by a comma. If the field contains no data it is permissible to use only the comma as a delimiter. Any field which contains data MUST be surrounded by quotes and separated from other fields with a comma. The fields in the file may be any length up to a maximum 254 characters per field. There are a minimum of 41 separate fields in each record. Every record in a file must contain the same number of fields per record. Upper and lower case characters must be used for those fields that are used to make up a typical mailing address, otherwise there is no specific field formatting (e.g., 800-123-4567 or 8001234567; Mr or Mr.; (zip)12345-6789 or (zip)12345). Other than the upper/lower case convention stated above, formatting of the variable data in these fields is left up to the discretion of the developer and the demands of the market. The record and field order must comply with the following:

The first record of the file is a Header Record. It uses the identical comma delimited format as the subsequent data records. It contains the same number of fields as the subsequent data records. Each field in the Header Record contains the name of the field whose data is located in the corresponding sequential position in each subsequent data record.

Start of Record Identifier - This is the first field in the record and must always contain the following characters: TSEA/HCEAOF.01. This Start of Record Identifier is useful for computer operating systems which need a specific beginning of record mark (typical use is a fulfillment services company using mainframe computers).

Prefix - The second field in the record is used for a Mr., Ms., Mrs., Dr., etc. designation.

First Name - The third field is used for the first name assigned to the record. Since the standard allows for a SPACE character in a field, any combination of characters is allowed. An example is the case of a record with two strings of characters for the first name (e.g., Mary Jane).

Middle Name - The fourth field is used for the middle initial or name.

Last Name - The fifth field is used for the last name.

Suffix - The sixth field is used for a Jr., III, Esquire, etc. designation.

Title - The seventh field is used for the professional title.

Company/Org1 - The eighth field is used for the primary Company affiliation.

Company/Org2 - The ninth field is used for the secondary Company affiliation.

Address1 - The tenth field is used for the first line of the primary mailing (typically business) address.

Address2 - The eleventh field is used for the second line of the primary mailing (typically business) address.

Address3 - The twelfth field is used for the third line of the primary mailing (typically business) address.

City - The thirteenth field is used for the name of the city in the mailing (typically business) address.

State or Province - The fourteenth field is used for the name of the State or Province.

Zip or Postal Code - The fifteenth field is used for the Zip code, Zip+4 code or international postal code.

Country - The sixteenth field is used for the name of the country.

Telephone Country Code - The seventeenth field is used for the country code that typically precedes an international telephone number.

Telephone1 - The eighteenth field is used for the primary voice telephone number. Since the standard allows for any string of characters it allows for the use of the extension designation or any other characters after the normal set of 10 digits.

Telephone2 - The nineteenth field is used for a second voice telephone number.

Fax - The twentieth field is used for the fax number.

E-mail address - The twenty-first field is used for the primary e-mail address.

Internet Address - The twenty-second field is used for the full Internet address.

Date - The twenty-third field is used to store the date that the record was captured as a lead. The format for this field is MM/DD/YYYY.

Time - The twenty-fourth field is used to store the time that the record was captured as a lead. The format for this field must be 24-hour time (HH:MM:SS) and is always calculated for the event-local time zone.

Event Determined Field - The twenty-fifth field is used to store either a Record ID, a Member ID, or anything else determined by the developer to be a unique identifier of the record.

Event Code - The twenty-sixth field is used to store the event name.

Alt-Company/Org1 - The twenty-seventh field is used for an alternate Company affiliation.

Alt-Company/Org2 - The twenty-eighth field is used for an additional alternate Company affiliation.

Alt-Address1 - The twenty-ninth field is used for the first line of the alternate mailing address.

Alt-Address2 - The thirtieth field is used for the second line of the alternate mailing address.

Alt-Address3 - The thirty-first field is used for the third line of the alternate mailing address.

Alt-City - The thirty-second field is used for the name of the city in the alternate mailing address.

Alt-State or Province - The thirty-third field is used for the name of the State or Province in the alternate mailing address.

Alt-Zip or Postal Code - The thirty-fourth field is used for the Zip code, Zip+4 code or international postal code in the alternate mailing address.

Alt-Country - The thirty-fifth field is used for the name of the country in the alternate mailing address.

Alt-Telephone Country Code - The thirty-sixth field is used for the alternate country code that typically precedes an international telephone number.

Alt-Telephone1 - The thirty-seventh field is used for the alternate voice telephone number. Since the standard allows for any string of characters it allows for the use of the extension designation or any other characters after the normal set of 10 digits, including international designations.

Alt-Telephone2 - The thirty-eighth field is used for a second alternate voice telephone number.

Alt-Fax - The thirty-ninth field is used for the alternate fax number.

Alt-E-mail address - The fortieth field is used for the alternate e-mail address.

Alt-Internet Address - The forty-first field is used for the alternate full Internet address.

Additional fields past these mandatory 41 fields are envisioned by the standards committee to be optionally used by developers to store either demographic data or lead qualification-specific data or both.

Demographic data is defined as data which has been collected from a registration form. An example of a demographic would be "Company Size: <100 Employees" or simply a series of characters which are a code to an off-line table of more meaningful explanations.

Qualification data, on the other hand, is usually captured during a conversation in the booth between a booth staff person and an attendee. An example of qualification data is "Hot Lead!", "Have sales rep call ASAP", or may also exist as a series of characters which are a code to an off-line table.

Since it is highly likely that these two types of data will be similar, a specific data type delimiter must be used to separate the two types of additional data (Demographics and Qualifiers). Fields which represent demographics must begin after a single field with the unique character string @DEMG& in a quote and comma delimited field. Fields which represent qualifiers must begin after a single field with the unique character string @QUAL& in a quote and comma delimited field. One might consider using a single non-printing ASCII character as a delimiter instead of a unique string, but there is a concern that popular applications like EXCEL might not properly handle some non-printing characters; thus, the requirement for a unique string.

The following is an example of a record in a file which would meet the TSEA/HCEAOF.01 Standard (the word wrapping is meant for ease of reading only, it should not be construed as part of the file format).

"TSEA/HCEAOF.01", "Mr.", "Steven", "C.","Syverson","Jr.", "Trade Show Manager", "Bull WorldWide Information Systems","U.S. Division","300 Concord Rd.", "Suite 101, Mail Stop 847A", "Technology Park Annex", "Billerica", "MA", "01821", "USA", "", "508-294-5599", "800-123-4567", "508-294-3646", "s.syverson@bull.com", "www.bull.com/shows /syverson ", "06/12/97", "14:01:01", " EX123456", "UNIXExpo",,,,,,,,,,,,,,,," @DEMG&", "Company Size: <10,000 Employees", "Job Function: Corporate Office", "@QUAL&", "Hot Lead! Have sales rep call ASAP", "Interested in Network Management"