For exhibit and event professionals  


Proving ROI That’s Hard to Ignore

Posted on February 21, 2017 in MC2 Insights, Uncategorized

Proving return on investment for a trade show can be challenging, but it helps make sure that your efforts stay focused on your program goals. It also prepares you for reporting to upper management program successes in a language they understand. It’s important to provide as […]

One Minute With…Susan Ginwala

Posted on June 8, 2015 in One Minute With

We were able to sit down for a few minutes with Susan Ginwala, account executive at MC², to talk about the delicate dance between sales and marketing in the healthcare and pharmaceutical industries, along with some thoughts on reaching physicians at industry events. Read more…

Measurement Tip #31

Posted on December 6, 2013 in Metrics & More

When all is said and done, what is the single most important thing to measure? As I wind down a great career helping people like you get the most from marketing events, I find the most important measure for me personally is “Did I make […]

Get the ROI You Want

Posted on October 4, 2013 in Events & Meetings

Seven tricks for trade show domination by Brent Gleeson – Forbes Why do you participate in a trade show or conference? To get leads? Promote new products? Build relationships with key customers? Whether it’s one or more of these reasons, without following the proper steps […]

More Effective Lead Management and Measurement

Posted on July 3, 2013 in Events & Meetings

Establishing a plan that works by Michael Hughes – Expo The days of companies exhibiting at an event solely to establish a presence are long gone. Today, the focus is on potential sales, and that makes lead management and measurement primary concerns for every exhibitor. […]

Measurement Tip #24

Posted on May 9, 2013 in Metrics & More

Is your conference an expense or an investment? by Ed Jones Many organizations regard their conference as a necessary expense, one that serves to educate customers to be successful in using products or influences employees to do a better job. Having evaluated and measured a variety […]