The old expression “Never discuss religion or politics” has been around for so many years for a reason: It’s good advice. Political issues can stir up some pretty intense emotions, and if you don’t agree with what someone else says, the ensuing argument could damage your relationships with many people in the office. And that’s not good for your career. How can you survive an election year?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

Some people are like magnets. Others are drawn to them, they’re enchanted by the way they speak and what they say, and they could sell ice cubes to Eskimos, if they felt like it. You may think they were born that way, and maybe they were. But that doesn’t mean you can’t become a charmer who can get the right people on your side at the right time. How?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

As an event/exhibit professional, one of your key skills is organization. Hand-in-hand with this goes your ability to create plans, which requires strategic thinking. And that’s where some people may fall short. Do you know what a bad strategic plan looks like? Do you know what it takes to make a bad plan better?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

You’re sitting at your desk, and you think of a brilliant idea. You’re amazed and give yourself a mental pat on the back. And then, you do nothing else about it. Why?  Inactivity is frequently the main culprit. But you change that with a little introspection and attitude adjustment. Where should you begin?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

Meetings are complicated things, and putting together a successful one is part science, part art. In fact, for your meetings to achieve your objectives, you must consider five important factors. What are they?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

— Charles, Events Manager

It’s a matter of give and take(away)

Charles, it’s understandable that since you have limited funds, you may be tempted to forgo the tchotchkes. But our readers believe you have to give to get — business.

They suggest you:

• Pick the right inexpensive items.
• Spend enough bucks.
• Share the  glory.
• Put your money to good use.

Pick the right inexpensive items

You don’t have to spend a lot of money on giveaways if you choose things people want and will use.

Judy Bragg, promotional marketing consultant with Bragg Resources, provides some suggestions.

“Giveaways are a branding tool, and there are many inexpensive, useful, effective items. I encourage my clients to look for something their clients can put on their desks, something they’ll use and that reminds them of their business. You can find useful items for under $1, $2 or $5, such as cell phone holders, coasters, rulers, letter openers, memo holders and reusable cell phone cleaning cloths. The right giveaway item keeps your name in front of your conference attendees, a lasting impression.”

An anonymous reader has found giving up on giveaways doesn’t always work.

“We tried to stop giving out these items and did an overall drawing for American Express gift cards. That seemed to work well for about a year. Then, we went back to adding the promo items, and now we do both.”

Jim Ewan, partner at Task Force 2, isn’t a big fan of giveaways and offers a suggestion for how to wean your customers off them.

“We ‘forbid’ our clients to use giveaways as they’ve been consistently proven to be worthless. As part of the weaning process, provide a series of advice booklets related to your industry. These have value as reference works and keep your details in front of prospects.”

Spend enough bucks

On the other hand, when you consider the possible returns on your investment, you may want to buy items that are a bit more expensive.

Roxanne Brooks, event production manager, explains why this might be a better strategy.

“Promotional items are useful for branding and informing, especially if they have staying power. So, skip the cheap things and make it something they really want and need. Car items are really the best. Uncluttered by other work environment noise, prospects see your brand every time they commute or travel.”

Share the glory

When you don’t have a large budget, there are ways to stretch what you have.

Linda Toomey, top banana at Monkeywise Marketing, speaks from experience.

“There has been a trend to cost-sharing, which has been a win for everyone. Many organizations are now including a second imprint on items and sharing the cost with another vendor/supplier. You don’t want to do this with your competition, but you can do it with your strategic business alliances. You’ll both benefit from the exposure and spend less, and the prospects/customers will be happy because they received their swag.

“If you’re hosting the event, your options are even better! Offer ‘gold’ status to exhibitors and allow them to sponsor a giveaway. Have a reusable tote for attendees, and imprint them with your logo on one side and the sponsor’s logo on the other. Allow the gold sponsor to include one piece of literature in the bag. The sponsor may pay the bulk of the cost of the bag (or all of the cost), but the company will be thrilled to have its literature going to all the attendees and having its name on everyone’s shoulder!”

Put your money to good use

A couple of other readers think there are better ways to use your budget — and enhance your company’s image.

Deborah R. Herr, consultant with Deborah Herr Marketing, offers ideas for how you can do this.

“Align with a nonprofit cause and donate on behalf of your attendees. Make sure you publicize the donation and the fact you’re doing it in place of giveaways. You could say: ‘We know you have enough pens and key chains, so we’re donating to _____ on your behalf.’ Ask attendees to consider donating as well.”

An anonymous reader suggests a similar path.

“Take your reduced budget and look at ways you can give back to the community or reduce your impact on the environment. Then, market your efforts to your attendees asking them to help you in these charitable and social causes. Everyone can feel good about that!”

Exhibit and event professionals are busy people. Whether you’re organizing an event or preparing to participate in one, you have a million things to think about and coordinate — all the while keeping a watchful eye on your budget.

With all this going on, security is one item you may not consider. If you’re a show organizer, you expect exhibitors to be responsible for their own booths, personnel, attendees and speakers. If you’re an exhibitor, you may think a show organizer should bear the responsibility for all of the show’s security.

But the truth is, security is the responsibility of organizers and exhibitors. And not providing the proper amount can be a serious mistake. To find out more about the elements of security you need to consider and why, eConnections spoke with Robert Anderson, an expert in event security. Here’s what he had to say.

eConnections: What responsibility do event organizers have for security on the show floor?

Robert Anderson: Organizers are responsible for a safe, secure environment for any event. Consequently, there should be a complete security plan, since organizers will be exposed to liability if the plan has not been formulated, implemented and managed.

The focus of a security plan should be developed through the experience of event planners and local security, law enforcement and health professionals. And it should establish the security measures required to accomplish a balance between safety and convenience while effectively addressing potential threats. It also must outline how to protect delegates, guests, service providers, organizers, sponsors, partners, clients, attendees, media people, products and merchandise. Well-developed and well-managed security plans handle minor problems before they become major showstoppers.

eConnections: What should organizers do to minimize the risks associated with a loading dock?

Anderson: Issue colored wristbands for authorized personnel who will be loading and unloading freight containing exhibitor products. Also, ensure dock doors are closed and locked promptly at the completion of the hours of operation pertaining to the movement of freight through the loading dock doors. Assign security to watch over any containers left on the loading dock after normal hours of operation.

eConnections: How visible should security coverage be?

Anderson: The type of event, venue, clientele and attendees usually dictates the amount and type of uniformed security that is necessary. In some cases, security personnel in outlying security posts should be in full uniform, while entry points would have security officers in blazers. The key balance is to have applicable security presence without raising attendee concerns that the event may be unsafe due to an overwhelming security presence.

eConnections: If someone has a celebrity as an attractor for an exhibit, should he or she take extra precautions?

Anderson: Although most celebrities travel with an entourage of bodyguards and security personnel, security precautions still need to be incorporated for the security of the celebrity guest and exhibit attendees.

If possible, prepare a restricted access area to accommodate the celebrity, with a clear vantage point for event attendees, and assign a member of the security staff to monitor the area. If you anticipate a crowd, use materials such as stanchions, rope, signs, fences, or decals painted on the ground or floor to keep people safe and orderly.

eConnections: Is the same true for C-level management at corporate meetings?

Anderson: Security of C-level managers at corporate meetings begins with how willing they are to have personal security. If they request security or security is warranted, your security plan should address numerous issues, such as the location of the meeting, public access, the public image of the manager or company, the number of attendees, the attendance or participation of any high-profile or controversial people, disgruntled employees, angry stockholders, and disruptive demonstrations.

eConnections: What are some of the issues with corporate espionage?

Anderson: Corporate espionage has many forms. At an event or trade show, many companies unveil a prototype of a product for future introduction into the world marketplace. If theft of that prototype occurs, people usually think a worker at the venue stole it, but a thorough investigation could lead to evidence of corporate espionage.

Photographs, at an event or exhibit, are difficult to prevent, and with today’s technology of hidden cameras, photography is virtually impossible to detect. One solution is to place in a controlled access room any prototype or proprietary item on display. This allows viewing by approved clients only.

eConnections: What about your personal security at a hotel? Are there steps people should take when they check in?

Anderson: Generally speaking, hotels are safe, but remember various hotel staff members either possess or have the ability to access keys that allow entry into rooms and/or exhibit ballrooms. Hotels are 24-hour businesses, which means someone is always entering or exiting the building. This translates into access doors being left unlocked or ajar and gives opportunity to the untrustworthy element of our society. Most hotels do not have security cameras in common areas, so illegal entry resulting in damage or theft of property is not recorded. [For more hotel safety tips, see sidebar article.]

eConnections: With budgets extremely tight these days, how can exhibitors and show organizers justify the cost of security?

Anderson: Security can be costly, but you can get maximum value by putting money into marketable line items. Planning event security will always be a challenge. You can never know how much is too much, until, one day, you have too little.

Robert Anderson, CEO and founder of R. Anderson & Associates, LLC, has worked in law enforcement and major event security since 1972. He has been involved in security management of multiple Super Bowl events, the 1994 Presidential Summit of the Americas, the papal visit to Miami, corporate events for clients with national prominence and the 2003 “Centennial Celebration of Flight” in Dayton, Ohio. He has personally managed the elite security of celebrities, politicians and corporate executives.

Anderson’s training includes U.S. Secret Service Dignitary Protection, Law Enforcement Response to Weapons of Mass Destruction as taught at LSU and the Federal Emergency Management Agency (FEMA) Incident Command System involving major incidents. He also served on Florida’s Anti-Terrorist Task Force. Anderson is a retired major from the City of Miami Police Department and a retired law enforcement chief with the Florida Attorney General’s Office.

He can be contacted by phone at 865-740-1202 or via email at randersonassociates@comcast.net.

MS International:

MS International, a leading distributor of natural stone, needed to create a unique, state-of-the-art design versatile enough to be updated cost-effectively.

Read More. Download our Case Study PDF …

Measurement Tip 12

It is a demonstrated fact that a well-trained staff delivers higher event payback. Did you know they are essential to measuring and reporting your results as well?

You are now leaving the MC² blog. MC² does not control the content of the destination Website. To view the article, please click below.

Read more …

Trade shows are known for launching new technologies, things that may have seemed impossible just a few years ago. At the same time, many of these technologies, once adopted, drive the innovative ways that conferences, meetings and trade shows are run for better organizer/exhibitor results and better attendee experiences. Are you on top of the latest offerings?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

“You should have paid more attention to this detail right here.” “It seems like you’re not giving your all to your job.” Everybody’s heard comments like these at some point in their career. And even if the person saying them is being honest and may feel like they’re giving you constructive criticism, it’s still hard to hear. How do you take the pain out of the equation?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

When many people first venture into the social media realm, they measure their success by the number of people who visit their site. But merely having people stop by for a look-see doesn’t mean you have a real “community,” and that’s what you should be aiming for. What are the steps you can take to engage your visitors, and maybe, just maybe, actually have your site content go viral, too?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

When many people first venture into the social media realm, they measure their success by the number of people who visit their site. But merely having people stop by for a look-see doesn’t mean you have a real “community,” and that’s what you should be aiming for. What are the steps you can take to engage your visitors, and maybe, just maybe, actually have your site content go viral, too?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

The technology world is changing the way America does business. And that includes the members of the exhibit/event industry. So, what’s new for 2012? How about novel ways to attract and interact with attendees? What do you know about them — and how they can improve your show results?

Read original article

You’re sitting at your desk, and you think of a brilliant idea. You’re amazed and give yourself a mental pat on the back. And then, you do nothing else about it. Why? Inactivity is frequently the cause. But you change that with a little introspection and attitude adjustment. Where should you begin?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

In your position with your company, you’re probably called upon to conduct meetings from time to time. The trick is making these gatherings as productive as possible for everyone involved, including yourself, and that takes some effort on your part. What steps can you take before and during meetings to achieve this goal?

You are now leaving the MC² Web site. MC² does not control the content of the destination Web site. To view the article, please click below:

Read original article

Measurement Tip 11

In previous measurement tips I have discussed the importance of gathering feedback from both customers and prospects, as well as from the event staff. Using SMS programming and a short code (think American Idol voting style), it is possible to gather real, instant input from a variety of people.

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

Read More …

— Name withheld, Marketing Manager

Don’t slam the door in her face

Although it’s nice to be friends with the people in your office, you’re expected to get along with everyone, including individuals you may not like or may even dislike. Consequently, our readers suggest you:

• Forget about the past.
• Start over the right way.
• Keep an eye on her.

Forget about the past

This woman failed at trying to take your job, so maybe it’s time for you to  let go of what happened for your own sake.

An anonymous reader explains why this might be a good idea.

“I’d be inclined to start fresh, especially in a new place. It also depends on the culture of your company. Most good companies don’t look favorably on devious behavior that’s disruptive.”

Start over the right way

To show the kind of professional you are, you may want to go one step further and make an effort to put this once troublesome coworker at ease when she starts working at your company.

Donna Halsted, Executive Assistant, describes how to do this.

“Welcome her on her first day. Walk right up to her, look her in the eye, ask her if she remembers you and shake her hand. Politely wish her luck and let her know your position, how long you’ve been with the company and how you admire the fact they hire only the best, most ethical people.”

Keep an eye on her

While burying the hatchet may be a good strategy, it never hurts to protect yourself any way you can.

An anonymous reader tempers trust with a dash of skepticism.

“You have to accept this woman is going to be working under the same roof as you. Don’t be combative with her or mention what happened before. Greet her as you would any other new employee and treat her the same way you treat everyone else.

“But don’t let down your guard. Watch for any signs she might be up to her old games, and if she is, go immediately to HR. But when you do, be sure to have proof, so it’s not a matter of she said/she said. Protect yourself.”

One of the dominating messages we’ve received from our industry contacts is the need for new, interesting ways of maximizing reduced budgets and reaching new customers. Yet, instead of changing their “diet” to a heart-healthy solution of low-cost, innovative marketing and sales campaigns, many companies continue to eat from the bloated buffet of traditional, been there, done that, let’s see what sticks to the wall programs.

Street smart

Although companies have cut back tremendously on staffing, they still need to step back once in a while to evaluate what’s working and, if it’s not, what can work in its place. Like my Feldenkrais teacher chants, “Check to see if you’re still breathing.”

The message here is: Listen to what’s under the surface. What sounds like a gurgling stream could be level-five white water. Using your gut sense of what will work and putting a little time into finding solutions that could free up a lot of time and produce tremendous results is street smart.

Low risk, high value

An interesting model we’ve been integrating with our clients is one that, like timesharing, shares the program expenses. It also penetrates new consumer markets.

We work with clients to bundle companies into regional markets where they’re part of a shared program that reduces their costs by over 50 percent. It also allows those without the right type of staffing (consumer oriented) to expand their sales and branding on a guerilla level.

We researched a variety of face-to-face programs, both existing and new. Over a six month period, we developed approximately 25 iterations to get to the final program configuration. The resulting product is an exclusive, multi-vendor exhibit placed at high-volume consumer events where selling is not only encouraged for most participants, it’s the only reason they are there. Branding and marketing are secondary, though these are also viable reasons to participate.

The audience demographics are off the charts. They exceed every average for computer and Internet usage (especially important to high-tech clients), and almost every attendee owns his or her own home (important to any consumer and home products company). The programs are turnkey from setup right down to the demo staff, eliminating reliance on vendor staffing which has been cut to the bone.

Hybrid models can be problematic

You’d think because we worked with the clients to mastermind this model it’d be a no brainer for every one of them. The cost, as one called it, is “chump change.” The reward, based on gut and research, can be pretty spectacular. The problem for some? It’s a hybrid marketing and sales opportunity.

In the high-tech industry in particular, companies aren’t used to actually selling product face to face, real time to individuals. So, when they see the numbers that are sold through at these events they’re both astounded and skeptical. You should see the conversations sometimes in our meetings. It’s like one of those wacky Road Runner cartoons with finger pointing every which way when they’re asked who has the final decision authority.

KISS – Keep it simple and salable

Here are my basic three points for face-to-face client acquisition programs:

1. Simplify even the simplest model. Make the program either a marketing or sales event. You can always upgrade the program (to the hybrid model) after you’ve gotten one or the other group to buy in.
2. Limit your pain-inducing messages to three. Get their attention by understanding what hurts them the most in their jobs. This isn’t mean; it leads to providing great solutions and service.
3. Create a Lighthouse account. Get one great brand or relationship that will lead to others.

Now, it’s time to eat my own dog food. Let’s see where I can start to simplify …

Linda Kazares is President of Face-to-Face Connect, a company that designs and implements sell-through programs, face-to-face marketing through live consumer events, integrated promotion and field sales support activities. She has over 25 years of experience in technology sales, marketing and channel development. Her career highlights include senior executive positions with Ambit International Inc., Merisel, Key3Media Events (Ziff-Davis) and Nth Degree. This fall, Kazares will launch Take IT Home Consumer Technology © Tour — technology that entertains, educates, automates and communicates to drive demand and sell-through direct to consumers for several high-tech companies.

People are people. Some are nice; some can be a nightmare. In your personal life, you can avoid the trouble types, but in business, that isn’t possible. If you’re smart, you’ll find ways to not only deal with them but get something out of your disagreements. What steps can you take to do this?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

In Annie Hall, Woody Allen likened relationships to sharks: “They have to keep going forward or they die.” Good careers are like that, too. The most important thing you can do is make sure you’re never in a position where you have no job — and you’re unprepared for what comes next. How do you do this?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

Ordering a block of rooms is a balancing act. You may tend to overbook just to keep yourself from scampering around trying to find places for people to sleep. But if you reserve too many rooms, and you could face some hefty attrition charges. Could underbooking be the solution?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

The events and exhibits industry is never static. And the methodologies of the industry are always evolving, too. How you exhibit and connect with your attendees are two major areas of change.  Are you taking advantage of the newest technologies?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

No one has ever increased his or her productivity by waking up one morning and saying, “From now on, I’m going to get more done.” Your degree of productivity depends to a large extent on your attitude. But how can you change your mindset and break the bad habits that are holding you back?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

The inevitable conference call. It’s an office staple in many different industries, and for good reason. Done properly, a conference call allows you to talk to team members and vendors from different locations to report on progress, make decisions and keep things on track. Do you know what it takes to make this kind of call?

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

[ Read original article ]

Measurement Tip 10

I hear exhibitors criticized for wasting trade show and event marketing dollars on existing customers.  In my opinion, nothing could be more wrong. In fact, this is one of the most valuable aspects of event marketing.

You are now leaving the MC² blog. MC² does not control the content of the destination Web site. To view the article, please click below.

Read more …

— Name withheld, Events Manager

It’s time for you to help her — and yourself

Letting Belle go may not be your best option. Besides the possibility management could doubt your judgment, they may decide there’s now no money in the budget for a new assistant.

For these reasons, among others, our readers think you should:

• Find out why Belle fails.
• Hold her accountable.

Find out why Belle fails

Belle’s failure to do her job to your satisfaction may not be due to her lack of ability but other factors.

An anonymous reader explains what some of these may be.

“Who’s managing and training Belle? Is she asking lots of questions because she possibly wasn’t given all of the information she needs to do the job, or it wasn’t clearly presented? Is her work sloppy because she wasn’t clearly told how the work should be performed or presented? Is the reason she misses deadlines because of these reasons?

“Keep in mind people learn in different ways. Belle may function best when standard operating procedures are available. Or maybe she needs a ‘go-by’ that clearly shows how you expect things to be done.

“Spend some time figuring out what motivates Belle (i.e., praise, special projects, letting her be creative, etc.), and be flexible where you can so she can be creative and feel like she’s contributing. It’d be much better to work with Belle and help her become the assistant you need than firing her and having to start over with someone new … if your company gives you the opportunity to hire another assistant.”

Hold her accountable

On the other hand, Belle was supposed to be a qualified professional when you hired her. So, it’s not unreasonable to expect her to improve her performance through her own efforts.

An associate marketing manager supports this “individual responsibility” approach.

“Before you let Belle go, put together an Issues and Expectations document and set up a meeting with her to discuss the things you’re having trouble with. Give specific examples of the issues. (Categorize if there are common threads, such as communication or professionalism.)

“Explain the impact of each issue on you and the company overall, and provide your expectations moving forward. Give her a week to come back with her proposed plan to resolve each issue. Then, make sure you hold her accountable for each issue, and point out right away if she slips.

“If you go through this process, and she still isn’t a good fit, you have a good case to let her go. Moreover, you’ll have proof to send to your management team that you did everything in your power to help guide her along.”

Although most companies take great efforts to attract large crowds and make the best impression they can at trade shows, too few of them measure the trade show results that have a direct impact on funding and strategy. And that’s a big mistake.

When you do them correctly, trade shows can be one of the most productive, cost-effective ways for you to reach qualified prospects and generate sales. But to do that, you need to collect the right information to properly measure your success.

How do you know where you stand after a show? To find out, eConnections spoke with MC² Chief Marketing Officer Rob Murphy. Here’s what he had to say.

eConnections: Where do companies go wrong when getting leads at a trade show?

Murphy: They often tend to just swipe attendee badges and collect a long list of names. But these methods give you only the most basic contact information, such as name, company, job title, address, phone number, fax number and email address. They do nothing to qualify those leads.

eConnections: So, what are some things exhibitors can do to improve their lead acquisition?

Murphy: Try putting your lead system through a “filter.” Identify information that will be valuable in the follow-up process. To do this, talk to your sales managers and marketing team, and ask what they need to qualify an opportunity. Typically, these prospect qualifiers are:

• Their familiarity with your company and its products or services.
• Who their current supplier is or what their current competitor’s products are, how their decision processes work and who the company decision-makers are.
• What their budget  for the purchase sales cycle is.
• What their timeframe for purchases is.
• What they would see the next action step to be (a meeting, phone call, proposal, etc).

Focusing on information that’s important to converting leads — specific, qualitative data — into sales will provide invaluable insight into your post-show analysis and future show strategies.

eConnections: How do exhibitors get booth personnel to collect this kind of data?

Murphy: It’s important to set specific goals, and communicate these expectations to booth personnel. It’s also helpful to give them an actual script with the questions they must ask prospects during their encounters.

Make everyone accountable for collecting the right information. Assigning a captain responsible for monitoring the number and quality of leads at the end of each day of the show can help you achieve this goal. Plus, you can keep the staff motivated by creating a lead-qualifying competition among them.

If possible, have booth personnel swipe attendees’ badges during conversations with them. This way, they don’t miss any vital elements. A buyer’s survey that you use as a prerequisite to entering a drawing, show contest or post-show experience is another way staff can quickly and accurately collect prospect data.

And always instruct your staff to take notes on interactions with prospects to record observations and insights, responses to qualifying questions, sales cues and any next steps agreed upon by the prospect. Recording data on lead interactions allows you to provide both a more qualitative and quantitative analysis of the show.

eConnections: What should happen to the data after the show?

Murphy: The single worst mistake companies make when returning from an event is not taking action and following up with leads immediately — or at all. You’ll probably need time to process the data, and that’s OK. But while you’re doing that, send a simple, customized email to thank attendees for visiting your booth and let them know when they can expect to hear from you again. Sending a follow-up email helps separate the good contacts from the bad, since leads can opt out from further correspondence if they want to.

eConnections: What’s the best way to assess the data?

Murphy: Some data is straightforward, and you can act on it without much thought, such as Prospect “A” is currently buying a competitor’s product at a higher cost. But if you have a complex sale of products or services, you’ll need a deeper analysis to fully understand a prospect’s position.

One way to do this is by developing a system for rating your leads. For example, if investment in cost of sales is a consideration in your program’s success metrics, rate prospects according to their interest level in your offering, buying cycle or urgency, unique or customized requirements, potential budget and current suppliers.

These factors depend on your company’s business and goals. But regardless of what they are, route all qualified leads to the sales department as quickly as you can.

eConnections: Are exhibit marketers done once sales has the leads?

Murphy: In a word, no. Once you’ve given the leads to sales, create a lead-reporting system that makes the sales team accountable for follow-up. Ask for lead progress and sales conversion at specific time frames, such as 30, 60 and 90 days after the show. Keeping track of your leads allows you to measure sales directly attributable to your trade show program and individual salespeople. These numbers can help you demonstrate to management the important role trade shows have on the company’s bottom line — and improve your standing in the company as the driver of these results.

eConnections: How can they apply what they’ve learned from one event to another?

Murphy: Learning from your trade show experiences in order to refine your approach is the essence of process improvement. By gathering solid prospect information and putting measurement strategies in place, you can fine-tune your trade show program for better return on your marketing spend, that is the number of sales generated directly from the show.

An ROI analysis also helps you identify the most productive elements of your trade show campaign so you can optimize future efforts. Connect the dots to identify trends across products, industries and specific trade events. The more data you have, the easier it will be for you to build a solid strategy.

Better planning equals better information, a better strategy and a better close ratio.

About the Author

Rob Murphy is the chief marketing officer of MC²,a nationally recognized leader in the exhibit and event marketing industry. He has been a vital member of the MC² team since the company’s inception in 1999. Murphy is located in the Chestnut Ridge, NY corporate headquarters of MC² where he directs all marketing efforts for the company, including the Exhibitor FastTrak seminar program and new sales initiatives.

For more information, visit www.mc-2.com or check out the new blog, MC²Talks, at http://MC2Talks.mc-2.com/. Follow MC² on Twitter @MC2_Exhibits and @MC2_FastTrak and fan MC² on Facebook at http://www.facebook.com/MC2Exhibits.