02.13.2012

Interview with Micheal Center, Data Connect Executive Vice President

In order to provide customers and potential customers with a glimpse “behind the scenes” here at Data Connect, we will be publishing a series of interviews with our executive team. These interviews will provide insight into the high-level decision-making that takes place here, as well as introduce you to the personalities that lead our organization.

Our second interview is with Micheal Center, our EVP, who will discuss his history with the company, his thoughts on where the company stands today, and his ideas on where we’re headed.

Micheal, how long have you been with Data Connect?

I have been with DCC for five-and-half years.

What does your role consist of today?

Primarily I am finding new markets for Data Connect to enter and leading the development of new products from the sales side of the business. I am also part of the Marketing team, which allows me to help develop new media ideas and ways to communicate with our customers and prospects.

How have you seen Data Connect change over time?

In the last five years we have had over 117% growth in the company; we have gone from a small business to a major player with our Show Expert Systems trade show software in the order entry and data services marketplace. Our growth has fueled many changes in our processes and procedures to help us to serve our customers better.

We now have more staff dedicated to customer support and sales. I really like the teams we are building and how they work together for the customer.

How have the products and services improved over time?

Managing data for distributors in different business verticals is a complex process. Each vertical, whether it is pharmaceuticals or food service has its own set of business rules that dictate how they run their events. We have put more into our internal systems to make things run more smoothly.

This year we will begin using the new third-generation networking gear at our clients’ shows. We have upgraded the system entirely, spending hundreds of thousands of dollars to create a dynamic networking system that can handle the rigors of today’s exhibition centers, with their multi-channel networks and internet connections.

How do you see the product development department adapting as the company grows and the market evolves?

Developing new products to meet market demand is the life blood of any technology company. Our goal is to create services and software that are part of the essential business process of our customers. Time-to-market today is often measured in days, so using an agile process is imperative to keeping on top of our strategic plan for product development.

Rapid business analytics will play a significant role in the development new products. You don’t want to put your effort into product lines with too short a life cycle or limited revenue potential. Strategic analysis of a market prior to committing our resources will play a very important role going forward.

We know that new data delivery methods via the web and cell devices are just around the corner for our customers. Our goal is to be ready to meet this change and have products in the field this year that will be game changers for our customers.

What sorts of things are you looking forward to seeing at Data Connect in the next 5 years?

With our current growth trajectory so positive, I see us moving beyond our core USA market into more international business. I have always had the belief that you have to establish yourself in one line of business before you can expand to the next. At Data Connect we have become the preeminent supplier of trade show software and services for the food distribution industry. Now we see many of these services fitting both the general trade show marketplace, as well as the food distribution channel in other countries.

I am really excited about the solutions we have in the pipeline and what that will mean for the company’s growth.

Any words of wisdom for show hosts and event planners out there?

Keep it simple. The more complex the system, the harder it is for your target customer to use it. Great marketing ideas are always simple for the prospect to engage in even if the processes behind them are very complex.

 

12.28.2011

Happy Holidays from Data Connect Corporation

As 2011 comes to a close, we reflect on a year of progress at Data Connect. We are grateful for our amazing customers, without whom we simply wouldn’t be here, and thanks to whom we’ve experienced another year of substantial growth. We are proud of the strides we’ve made with our Show Expert trade show software product and its continued place as the industry leader for buying events. And we are deeply appreciative of our hard working staff, which we contend is the best in the business. As 2012 approaches, we look forward to better serving our customers and industry by developing new and better ways to market and manage trade shows, and by improving the way products move through the entire supply chain.

From Data Connect to you, Happy Holidays and a blessed New Year.

12.28.2011

Happy Holidays from Data Connect Corporation

As 2011 comes to a close, we reflect on a year of progress at Data Connect. We are grateful for our amazing customers, without whom we simply wouldn’t be here, and thanks to whom we’ve experienced another year of substantial growth. We are proud of the strides we’ve made with our Show Expert trade show software product and its continued place as the industry leader for buying events. And we are deeply appreciative of our hard working staff, which we contend is the best in the business. As 2012 approaches, we look forward to better serving our customers and industry by developing new and better ways to market and manage trade shows, and by improving the way products move through the entire supply chain.

From Data Connect to you, Happy Holidays and a blessed New Year.

12.28.2011

Happy Holidays from Data Connect Corporation

As 2011 comes to a close, we reflect on a year of progress at Data Connect. We are grateful for our amazing customers, without whom we simply wouldn’t be here, and thanks to whom we’ve experienced another year of substantial growth. We are proud of the strides we’ve made with our Show Expert trade show software product and its continued place as the industry leader for buying events. And we are deeply appreciative of our hard working staff, which we contend is the best in the business. As 2012 approaches, we look forward to better serving our customers and industry by developing new and better ways to market and manage trade shows, and by improving the way products move through the entire supply chain.

From Data Connect to you, Happy Holidays and a blessed New Year.

11.30.2011

A Promising Alternative to QR Codes

As a trade show software provider for over 120 events annually, Data Connect has seen banner usage of QR codes in 2011, but not all instances are successful. At times, a vendor may not provide a scannable code (try scanning one on a wrinkled t-shirt), a call to action, or link to a mobile-friendly website. Tim Patterson of the Tradeshowguy Blog recently posted a great podcast with Mike Vincent of Fanfare Mobile addressing the benefits of using SMS codes in lieu of sometimes-problematic QR codes.

Listen to the conversation here (the podcast was posted on November 14th).

SMS, which is short for “short message service”, refers to the text messaging aspect of mobile devices like phones, tablet computers, and certain MP3 players. In an SMS campaign, a business will ask a prospect to text a keyword to a particular number (i.e., text “trade show software” to 7477), at which point the user will receive an automatic response. That response may provide product or promotion details or ask the recipient to submit additional information before being directed to a website or landing page. 

SMS codes offer a number of benefits:

1. No applications to download. Unlike QR codes, which require users to download software, roughly 97%-99% of cell phone users are already equipped to receive SMS messages. This means that nearly every prospect you want to reach is currently within your grasp.

2. User-friendly. While QR codes need to be scanned from a certain distance at a certain angle, SMS codes only require the user to send a text message.

3. SMS campaigns are easily tailored to suit various businesses objectives. Ask participants to submit contact information, complete a survey, or direct them to a website or custom landing page.  

Now, although SMS codes do offer some advantages over their more buzzworthy counterpart, QR codes are still a viable component of a business’ conversion efforts. If you do decide to use QR Codes, Tim recommends taking note of the following three guidelines:

1. Make sure your code is sized appropriately. If the code is too small, it won’t scan. Test the code on a proof before making your final print.

2. Make it easy to scan. Be sure that the code is within reach and printed on a flat, static surface.

3. Make sure your website is optimized for smartphones and mobile devices. Your standard website would be challenging to navigate from a small mobile device, so before running a campaign, be sure that you have a mobile-friendly site that’s easily viewed with phones and tablets. 

In the end, you may elect to use SMS and QR codes side-by-side in order to give the end-user the best opportunity to retrieve your information.

Please contact .(JavaScript must be enabled to view this email address) for the best ways to bolster your marketing efforts through promotions websites, product-to-customer matchmaking, and drawings at your events.

 

10.26.2011

5 Critical Questions for Event Planners

Planning a trade show is hard work. There seem to be a million details to oversee and it can be difficult to give your attention to all of them. Additionally, it might be challenging to consider new ways of doing things when it takes all of your time and energy to manage an event using your existing protocol. At Data Connect, we understand, which is why we created a shortlist of items in the event planning process that often go overlooked or could be aided through improved procedures. Some of these questions are general, while others apply if you are using a trade show software or technology solution like our Show Expert Systems.

1. First, what are traditionally your biggest hurdles in carrying out your event?  When planning for your show, ask yourself which tasks are the most burdensome and in what areas you’d like to see improvement. Does your company struggle to finalize rebates prior to your event? Are lines at registration frustrating for your customers as well as upper management? Do you wish you could increase the accuracy of your orders? Would you like to sell more new cases? Are your shipping percentages lower than you’d like them to be?

Are there changes you can make internally or might you be assisted through partnering with a trade show software and service provider? Data Connect’s Show Expert trade show software is designed to lighten the load for show hosts and event planners through streamlined data collection and distribution, and is backed by our renowned customer service. Click here for more information.

2. How do you need to collect data after the show?  If your company is like most, you will need orders and rebate data in a format that loads easily into your backend system. This may be a comma or tab delimited flat file, or simply a file in Excel. It’s advisable to convene with your IT department well in advance of the show so that they can specify not only the file type, but also the order in which data needs to appear. This is even more important if you are not including a skip-week following your event. By confirming these details in advance, your data can be quickly delivered and then easily loaded by your IT staff.

Additionally, it’s helpful to consult with your sales department and management team to determine what analytics they need. Your sales department may need detailed reports for each customer the day after the event. Your management department, on the other hand, may simply need a high-level overview of the show’s performance. The more accurately you can confirm your reporting requirements before the show, the smoother your post-show experience will be.

3. How soon can you take possession of the venue? If you are working with Data Connect or another trade show software and service provider, chances are that the earlier you can take possession, the better. This is especially true for mid-size to large shows (140+ booths) that necessitate additional time for setup and testing. We recommend two full days for staging such events. 

Show hosts are often able to negotiate an extra setup day into their venue contract without incurring additional charges. However, after a contract has been signed, venues have less incentive to provide an extra day for free, so be sure to take care of this detail before putting pen to paper.

4. Have you discussed wireless networking with your venue?  Many venues have wireless networks in order to provide internet access to event staff and attendees. For its events, Data Connect provides its own wireless network to facilitate communication between the Point-Of-Sale units on the show floor and the onsite server. If you partner with Data Connect, it’s important to communicate this information early on to your venue and/or their network provider, especially if the provider is a large outfit. Data Connect’s infrastructure is designed to work along side internal networks and to avoid interference, but conversations should be had up front in order to confirm that the networks are on non-competing channels. Often times, depending on the show host’s networking requirements, the venue provider will simply turn off their network in the hall.

5. Are you placing POS units at the front or the back of the booth? If you are using POS terminals for order placement at your show, it’s important to decide in advance whether customers will be able to access the terminal or if orders will be keyed in exclusively by vendors. If customers are placing their own orders using the trade show software, POS units should be located in the front of the booth. This will necessitate power at the front of the booth or extension cords that run to the rear. Be sure to review your requirements with your electrician well in advance of the show so that everyone is well prepared. Nothing is worse than last minute surprises.

Please email .(JavaScript must be enabled to view this email address) or call us at (303) 840-7477 to discuss how we can help simplify your trade show planning process and improve your ROI.

 

10.17.2011

Corporate Social Responsibility

Some months back, I asked our CEO Tim to write about Data Connect’s philosophy of corporate social responsibility. With myriad other demands on his time, it became clear pretty quickly that he wouldn’t be able to tackle the issue at length. Instead, he asked that I submit something myself. The following is contributed on the company’s behalf, with Tim’s blessing. – Ian Stoufer

The true meaning of life is to plant trees, under whose shade you do not expect to sit. ~ Nelson Henderson

Corporate social responsibility (CSR) has been deliberated at great length in recent years. Given that so many have said so much on the topic, an attempt will be made to be brief in our contribution, but also to provide an accurate idea of where Data Connect stands on this important issue.

Great strides have been made in the area of corporate social responsibility in the last decade, with many of the world’s largest companies adopting far-reaching corporate citizenship philosophies both domestically and abroad. The idea of positively impacting the public sphere through volunteerism, philanthropy, and environmentally and socially conscious choices, seems obligatory. After all, who could be against giving back when there is such a great need for help and improvement? But the matter is not so black and white. Just as when the conversation began in the 1950s, there are those who contend that a corporation’s sole purpose is to maximize returns for its shareholders; that social outreach is at best window dressing and at worst a way for corporations to avoid more stringent governmental oversight by proving that they can be self-regulating. As a company that deeply believes in service, yet has responsibility to its investors, this debate is especially significant here at Data Connect.

It’s fair to say that logic exists on both sides of the argument. As Milton Friedman, the famed economist and staunch CSR opponent, observed, businesses exist in order to profitable. When they aren’t profitable, investors lose money, employees lose jobs, and consumers receive inferior or terminated services. This position views CSR policies as an encumbrance to free trade, and investments in such programs as pernicious to the bottom line. It is true that CSR programs often require time and money spent rather than gained. And although there have been a number of studies to cite a correlation in CSR and financial performance, there are just as many with conflicting findings, and still more with results that fall somewhere in between. Needless to say, for companies attempting to leverage CSR as a unique selling proposition, financial benefits can be difficult to quantify, at best.

What the aforementioned position first neglects, however, is that enterprises exist because the public allows them to, and only because they serve society in some fashion or another. This implicit social contract cannot be overlooked. In this view, corporate citizenship can be viewed as one of the ways that we “pay rent” to operate our businesses. Our currency is time, resources, and money. Furthermore, the position also dismisses the role that a diversified focus plays for investors when they evaluate which companies to do business with. All things being equal, most investors, if given the choice, would prefer to partner with responsible businesses that look beyond the balance sheet and toward things like environmental stewardship, community outreach, and employee satisfaction.

To that point, it can be asserted that CSR enhances employee engagement. We have a committee at Data Connect that manages our Community Connect service program. The group plans and coordinates volunteer activities as well as food, clothing, and toy drives. Committee membership and participation in its undertakings is entirely unenforced. Members of the committee would all consider the program to be a benefit of working for this company. It’s something that breaks up the routine of their staple responsibilities and provides an opportunity, fully supported by their place of work, to reach into the social sphere to a degree that as individuals they may not be able to accomplish. And most fundamentally, it is a vehicle for good. When employees participate in the program, they benefit from the knowledge that their time has been well spent helping others.

A few years ago we switched to Green products in our office. We did so because it was the right thing for us to do, and we as a company all felt good about it. Only later did we consider that the switch could be viewed as an important measure of our CSR philosophy. Looking even further back, Community Connect wasn’t begun as means to differentiate our brand. It was undertaken quietly, by people aiming to do nothing more than to help other people. That it serves our business in any way is merely icing on the cake.

Data Connect is at its core a values-driven company; one based on the cornerstone of the Tim 5 philosophy of Growth, Fun, Profit, Ethics, and Empowerment. We are in the blessed position of being able to use our talents to help our customers and our hearts to help those less fortunate. The good thing about giving is that it needn’t be done on a grand scale in order to make a difference. We are a small company and we give what we can while maintaining our profitability, just as Microsoft or Google gives what they can at their size.  

The nature of giving is not expecting anything in return. As such, one must be willing to accept that there may not be measurable economic returns on the costs involved in participating in corporate service programs. The personal returns, however, and those of the individuals and communities reached, are most assuredly worth their weight in gold.  

Now if you’ll excuse us--it’s time to go plant some trees.

 

Click here to find out more about Community Connect, our volunteerism and outreach program. Click here to learn more about what we do, from our Show Expert trade show software to our trusted document management services.

 

09.27.2011

An Interview with Jeff Sease - Data Connect VP Sales

In order to provide customers and potential customers with a glimpse “behind the scenes” here at Data Connect, we will be publishing a series of interviews with our executive team.  These interviews will provide insight into the high-level decision-making that takes place here, as well as introduce you to the personalities that lead our organization. 

We will begin with Jeff Sease, our VP Sales, who will discuss his vision for the future of our trade show software, as well as the future of the company.

Jeff, how long have you been with Data Connect?

15 years (worked as a contractor for 1 year prior to becoming a full time employee). Prior to joining Data Connect, I owned and operated a successful document management business with a focus in the health care industry. When I met Tim Hobbs, I realized that I could play a significant role in the growth and development of a business with tremendous potential. I have not been disappointed.

What does your role consist of?

My primary responsibility is managing and overseeing the sales team. I also spend significant time meeting with prospective and current customers to better understand how our trade show software and services can best fit the marketplace and to discover areas were we may be able to grow our services and offerings. As part of the core Data Connect management team, I bring that information back to the company. I work with the leaders of the development and support teams to help our company grow and to help our customers receive the most benefit possible from their partnerships with DCC.

How have you seen the company change over time?

I have been lucky to be a part of the evolution of Data Connect from a small to mid-sized VAR in the document management arena, to becoming a predominant supplier of document management services to the food services and health care sectors. I have been deeply engaged with our growth into becoming the industry leader in trade show data management and order processing solutions. When I joined the company we had 8 employees and everyone did everything. Today we have an organization with over 50 full-time employees and 30+ part-time employees supporting our traditional document management business and over 150 trade shows per year. It has been very exciting and I am looking forward to the next 15 years.

What do you think that Data Connect does best?

I believe that Data Connect provides the best customer service in our industry. Everything we do is geared towards servicing the needs of our clients. Even more important, we service the needs of their customers. In the trade show sector, we are closely partnered with our clients and represent their business and values to their vendors and customers. I am proud of our team and their dedication to making our clients look good and in helping them to be superstars in their industry.

How do you foresee Show Expert trade show software evolving?

I foresee our trade show software and our services expanding into broader markets on a variety of different platforms. As markets evolve and trade shows change, so must our software. I see an expanded use of mobile technology, and web-based solutions. I also see new software and services designed to improve our clients’ profitability and efficiency in their markets. I foresee new and expanded services for registration, web presence and ordering.

Where do you see the company going in the next five years?

I see Data Connect continuing to grow in the trade show sector. I expect to see more business in areas outside of food distribution. I also expect to see our services in the food sector becoming even more impactful and useful to our clients. I also expect to see us not only engaged in more physical events, but also in substantially more business-to-business web-based solutions and services.

Any words of wisdom for show hosts and event planners out there?

There are no silly questions… only the ones that are not asked. We want to make your show the best we possibly can. To do so, we need to best understand your requirements. If you are working with us and are wondering if something is possible, ask your account representative. They are the ones that will move heaven and earth to find a way to fulfill your request.

 

07.21.2011

Employee Spotlight

Want to learn more about the team here at Data Connect?  Visit our Employee Profile page to read about this month's featured team member, Jennifer Matera. Jennifer has been with Data Connect for six years and is currently a Event Management Supervisor in our trade show department.  She and her team manage our Show Expert pre and post-show trade show software, event planning, and client relationships.  Learn more about Jen here, and check back for updates.

06.15.2011

2011 Trade Show Industry Trends

At Data Connect we work with a great many show hosts over the course of a year. Our services for their shows run the gamut: from 500 booth Point-Of-Sale events with practically every bell and whistle we offer, to scan shows, to a simple registration website. And although each show is different, we observe tendencies toward particular services and techniques. Propensities fluctuate or change all together over time, but in their span represent modalities with a prevailing value in the marketplace. We’d like to share with you the trends we’ve observed over the first half of 2011, as well as some insights we’ve had during that period. We welcome you to contact us to discuss how your show might benefit from incorporating any of the features or practices noted below.

Attendance: In spite of a tumultuous economic climate, most of our events have experienced steady to better-than-average attendance. This can be attributed to the fact that with the cost of business increasing, it’s all the more important to take advantage of deals and special pricing offered at trade events. “Hot Deals” booths (see ‘Hot Deals Booths’ below) and truckload pricing, as well as show-negotiated rebates offered by exhibitors (see ‘Show Negotiated Rebates’ below), are common ways to incent attendees.

Events with fewer attendees than prior years haven’t necessarily seen the decrease translate to their bottom line. Buyers who are attending shows in 2011 appear to be more qualified than in years past, making up the shortfall that might otherwise have been anticipated from less traffic.

Some show hosts have consolidated their events, holding one instead of two annually. Others have explored our virtual events: online trade shows that can include pre-show rebate negotiations, as well as ordering, lead collection, and target marketing. Although not a true replacement for physical trade events, they do offer a low-overhead solution that retains several core services.

Hot Deals Booths: Show hosts are drawing large crowds around booths designed to showcase promotional items with can’t-miss pricing or those with limited quantities. We are able to assist their selling efforts by highlighting “hot deal” items in the booth and throughout the show floor.

Show-Negotiated Rebates: The basic functionality of this feature has been available since around 2007, but has seen banner usage within the past year. Data Connect’s Show-Negotiated Rebate feature simplifies the deal-making process at events and provides greater opportunity to close new business.

First, exhibitors sign up for a special swipe card that grants access to the negotiations area of the system. Following the guided process on their POS terminal, they are able to give extra deals at the item-level (an extra $0.50 per case, for example) or account-level ($100 to Customer X, for instance). The feature is perhaps best utilized in conjunction with a Target Marketing program, allowing the sale to be tipped on specific items selected for each customer prior to the show. After the show, a report is provided to the show host detailing the additional rebates given, including the individual who gave them and to whom they were given.

Target Marketing: Season to season, more and more show hosts are profiting from product and customer matchmaking. Leveraging internal knowledge of customer buying habits, distributors are able to align customers with strategic items that they are not currently purchasing. To put it simply, if an account is buying your hot dogs, this feature is the best means to start selling it buns.

Online prior to the show, sales reps assign items with high penetration opportunity to each of their accounts. Reports of these targeted items are included in customer registration packets (if applicable) and are also available on show day at registration. These reports provide a map of sorts, guiding customers to booths featuring their targeted items. On the show floor, the items are highlighted on the Point-Of-Sale computers at each booth. Exhibitors are trained to focus on these carefully selected products when interacting with customers. After the show, a report is available detailing items targeted vs. targeted items ordered. Targeted items can even be included in booked vs. shipped reporting.

At least one show host has used their target marketing campaign as part of an incentive program for sales reps, whereby the reps received an additional commission based on targeted items successfully shipped. In instances such as this we observe the greatest ROI--when strong emphasis is placed on performance, and sales reps are expected to invest the time and effort necessary to make a campaign successful.

Contests: Numerous shows over the last six months have conducted competitions, ranging from chef cook-offs to sales events. Contests are a great value-add for events and engage attendees through fun, eye-catching visuals. Sales contests go one step further by incenting sales teams to move cases during the show. These contests can be judged based on the top earning sales territory or sales person, and have even gone as far as rating the top shipping percentage for targeted items, as noted above.

Lead Generation: Lead collection is the core of the trade show industry and at buying shows it is no less important. Integrated within our ordering platform, our lead generation feature has been popular since its initial implementation, but its functionality has been expanded recently to include leads independent of items. Now exhibitors can administer their own follow-up responses and view leads retrieved at any time throughout the event. This is ideal for equipment and services booths that may not be selling products at the show but wish to collect information from attendees who may, for example, be interested in receiving additional literature or being contacted about an upcoming product line. As always, a report is available post-show detailing the leads taken as well as the action expected in response to each lead.

If you are interested in how to optimize your lead generation program, you might find it useful to consult our previous post, Making the Most of Your Leads.

VIP Engagements: Some show hosts have chosen to open the show a day early to their top customers to allow a more personalized and efficient experience for these accounts. Some hosts also throw parties for their top accounts during the week of the show. We often run a small registration setup for these special events to track arrivals.

Drawings & Giveaways: Prizes are a great way to inspire attendees not only to attend an event, but also to make purchases. More of our events have begun to employ our ticket printing technology for drawings and giveaways. Some show hosts reward attendees for purchasing certain items (or a certain number of certain items), while some reward overall purchases. Other show hosts conduct drawings at random based on attendees who have arrived within a particular timeframe (usually those who have checked in during the hour before the drawing is to take place). We are sometimes asked to generate an hourly report of arrivals for the purposes of a drawing.

We hope this list has provided you with some insight into industry trends and has perhaps led you to consider a new tactic or two as you plan for an upcoming event. Once again, please reach out if we can be of service.

At Data Connect, we are committed to delivering your best show ever.

 

05.23.2011

Testimonials About Data Connect & Show Expert Systems

Have you checked out our new testimonial video?  Hear feedback from vendors and a show host herself on Data Connect and Show Expert Systems.  The video can be viewed on our homepage (near the bottom, before the fold, under 'Video') or on YouTube at http://youtu.be/HYjyl5wQMaY.

 

 

04.01.2011

Making the Most of Your Leads

Lead generation is the primary reason most companies exhibit at trade events. Even at buying shows, leads are an ideal way to collect information from key decision-makers not yet ready to make a purchase. Most of us are used to collecting or scanning a business card or badge and following up after the show with a phone call or email. It can be a struggle to remember each encounter and which product or service generated the interest. Multiply that consternation across multiple leads and you may even risk impacting your ROI for the event. Below you will find some ways in which Data Connect can help, and some useful tips that you can implement on your own.

First, as you start to brainstorm for your next event, you may find it helpful to consult Mike Thimmesch’s 100 Trade Show Lead Generation Ideas. We won’t take time to restate anything here, but the post offers, well, 100 useful suggestions concerning how elements like booth design, staffing, and in-booth giveaways affect your lead generation statistics.

Next, you will want to take time to determine how you will collect your leads. There are traditionally two methods: retrieving a business card or scanning a card or badge. Although these methods certainly provide you with contact information, they don’t do much to equip you to follow up efficiently after the event. Data Connect offers a lead generation service that goes beyond simply collecting contact information. With Show Expert’s Lead Generation feature, leads can be taken with specific follow-up responses, either at the item-level (i.e., Customer X is would like a sample of Product Y) or independently (i.e., John Smith from Customer X would like to receive more information about the upcoming product line).

The show host or even exhibitors can customize potential follow-up responses. Often show hosts select default choices like ‘Send Brochure’, ‘Sales Rep Call Back’, ‘Vendor Call Back, or ‘Send Sample’. In some show formats, exhibitors can choose to edit the default responses and create their own customized fields. In this format, attendees submitting a lead may also add any additional information that needs to be communicated to the exhibitor via a free-form text field. After the show, a Leads Report is delivered, detailing attendee and/or account information as well as the follow-up action to be taken.

Lastly, once the follow-up action has been fulfilled, it remains important to work the lead along a nurturing track, on which you bring their interest closer and closer to a sale. It’s to your advantage to develop the sequencing of the track and your methods of reengaging the lead before and not after the event. You needn’t have a lot of tactics; it’s more important to simply know when to use each one. You may along the track provide additional marketing information either by email or traditional mail (combining these delivery methods is often more effective), a sample if one hasn’t already been provided, or simply make routine contact. The point is to maintain the conversation by keeping your product in their sights, and to be as accessible as possible once they are ready to commit to an order.

The manner in which you handle leads may need a complete overhaul or just a few adjustments. With proper planning and the right tools at your fingertips, you can make each lead, and by extension each event, count.

 

03.17.2011

Presence Marketing Cites Benefits of Show Expert Systems

In its February 2011 newsletter, Presence Marketing cites Data Connect's Show Expert Systems as advantageous to show hosts and exhibitors.  Read the article below and learn more about Presence Marketing here.

UNFI Southeast Show Concludes in Orlando, Florida

UNFI wrapped up their annual show held at the Hilton Hotel in Orlando, Florida on February 15th and 16th. New to the show was an automated ordering system for the retailers. Data Connect provided touch screen monitors and assigned cards to the individual retailers. This allowed the retailers to walk up to the table, swipe their card and see what items were offered on deal at the show. In turn, the vendors were also given a card that would allow them to see how many total cases had been ordered. This new ordering system helped to eliminate the excess time it takes to write down orders on paper and the need for data entry to key these orders in. The festivities on Tuesday evening included a reception poolside with appetizers and beverages. Unlike the cold temperatures last year, the weather was ideal for a reception outside.

 

02.28.2011

Data Connect’s Micheal Center on Tradeshowguy Podcast

Last week, Data Connect was invited to participate in a podcast moderated by Tim from the Tradeshowguy blog.  Micheal Center, Executive Vice President, spoke to Tim about Data Connect's services and what sets us apart from other companies in the marketplace.

Listen to the discussion here:

http://www.tradeshowguyblog.com/?p=1937

And be sure to check out the Tradeshowguy blog for insights into social media and digital marketing in the trade show industry.

01.31.2011

The Health of the Convention Industry

From Nevada Public Radio, News 88.9 KNPR - The convention industry is a key driver of Nevada's economy. Many are saying, that the industry is on its way back from the huge drop off the industry experienced in 2008. Attendance at CES, the first big convention of the year was up from the year before according to most preliminary figures. We take a look at the year to come in the convention business in Las Vegas and whether or not the industry is as healthy as some are saying.

Click here to listen to the story.

via Trade Show News Network

01.06.2011

A Week in the Life

Greetings and Happy New Year.  My name is Mike and I am a Show Lead for Data Connect.  I’ve been working for the company for the past two years, on the road the majority of that time.  As a show lead, I am our air traffic controller onsite at events.  I work with clients’ data, make sure the hardware gets set up properly, assign roles to our show team, and perhaps most importantly, help the show host to realize their objectives.  If they have a question or need information or assistance, I am always available to do everything I can to help. 

I am one of approximately 25 people on the Data Connect staff who spend most of the time out on the road at shows.  It’s an unusual but enjoyable lifestyle, which is why I was asked to document my experience for our blog.  Below is a peek into the life of a Data Connect road warrior. 

Headed to Tampa, FL!

On this particular week I was going to be running a show in Tampa, FL for one of our long-standing customers.  I was excited to see some familiar faces and to experience some warm weather and seafood.  Since my flight was early on a Sunday, security lines moved quickly.  I even managed to avoid incurring another "random" security screening.  I could tell it was going to be a banner week.

Before I left town, our Event Management team and I confirmed show day requirements and expectations with the customer to ensure that we were all using the same playbook.  We run several shows throughout the year for this account so everything was relatively straightforward.  After the call and seeing to some last minute details, the Event Management team ran scripts on the data to get it ready for the show. 

 

Our Destination - Tampa, FL

Coming from Denver, Tampa was a sight for sore eyes (and cold hands).  The weather there is fabulous; warmth is hard to come by this time of year in Colorado.  We stayed downtown in one of the nicer Holiday Inns I've experienced.  The city was relaxed and inviting and offered wonderful skyline views.

Not a bad spot for lunch - Tampa, FL

Event Setup

To put it simply, the venue was massive. Big enough that there were several shows taking place simultaneously along with ours.   After we parked and headed inside, I met up with the show host and the venue's liaison to confirm our setup requirements.  My team and I then headed to the docks to meet the driver coming in with our equipment.  Amidst the racing forklifts and sample trucks sat our semi, full of 100+ POS units along with laptops, printers, and thousands of feet of network cables.

Setup began in earnest once we un-strapped the crates and started moving them through the labyrinth of back hallways to the show floor itself.  After our crates had been unloaded, my first step is to deploy our server in the area the show host had reserved as our command post.  We affectionately call our server area the “Batcave”, a nickname given to it by one of our customers many years ago.  After I got our server setup, it came time to distribute Point-of-Sale terminals to booths throughout the floor, following the chart provided to us by the show host.  Concurrently, I had my wireless technician set up and test our wireless network.   These two pieces tend to be a work-in-progress during setup, as vendors arrive midday and the host tweaks the layout to better suit the flow of customers. 

We had one day for setup, which was easy to accommodate given the size of the show and our familiarity with the venue.  For large shows we typically request two days for setup to accommodate the additional legwork, along with testing, and trainings.  We work closely and in unison with the decorator and electricians to make sure all i’s are dotted and t’s are crossed.

Show set-up (That is one impressive gingerbread house)

After our equipment and network had been thoroughly tested and we’d answered the show host’s questions, we headed back to the hotel to clean up for dinner.

The Food, pt. 1

One of the best parts about my job is the food:  BBQ in Texas, Sushi in LA, Clam Chowder in Maine, and this week, Seafood in Florida.  The hotel's shuttle dropped us off at a nice little restaurant area called Channelside.  After a hard day’s work we were ready to unwind and sample some good local fare.  (Side note:  The first night after we got to town, we ate at Splitsville, which was by far the finest bowling alley I have ever been to.  Shockingly, it had a quiet atmosphere and top-notch food, not to mention private bowling lanes.  It was pretty amazing.  We shared the place with a wedding reception).  The crew voted for some fresh seafood so we found a nice little Spanish restaurant called Tinatapa’s. As anticipated, the food was wonderful.  I recommend the grouper. 

Show Day

Show day is the day when months of planning and preparation and are finally realized.  My team was expected to be at the top of its game and they came through.  With hundreds of shows under our belt, we understand that changes may take place at the last minute, that the show host may consider something they hadn’t previously, or that they may generally be frazzled as everything comes to fruition.  I can say from experience that we shine in these moments.  We are here to bring our customers’ plans to life, whatever it takes. 

After the vendors had all arrived and sales reps had gone through their pre-show meetings, it was time to conduct our training sessions.  We walked everyone involved through the operation of the system, including vendors, sales reps, registration staff, and show host administrative personnel.  The more knowledge we impart to each constituent group, the more easily they are able to walk the customer through the process, the more they can focus on turning new cases, and ultimately the better the ROI will be for the event.  One member of my team covered registration training while I handled POS training; the rest of my team patrolled the show floor, answering questions and responding to pages about special requests.

Once the show began, members of my team continued to walk the show floor to ensure that the questions were being addressed.  I monitored our wireless network and data from the server and fielded requests from the show host and sales reps.  After about an hour, once all vendors had entered an order or two on their POS unit, we effectively stopped receiving questions from the floor and could pull back to simply observe the system in action.  That moment is always a beautiful thing.

Throughout the day we continued to monitor the system, performing the occasional reloading of printer paper and name badge stock at registration, and we were fed many new product samples by vendors.  I do love me some coconut shrimp.

It was a smooth show, like most. 

Teardown

Once the show closed at 5:00pm, it was time to pack up and head out.  It always amazes me that what takes one to two full days to setup takes vendors an hour to tear down. 

Our part takes somewhat longer since we have no small amount of equipment to deal with.  POS units go back in the crates, network cables get re-coiled, access points (for our wireless network) get dismantled; it’s an undertaking.  But by 7:00pm we’d loaded our crates back onto the truck and were hungry for some dinner!

My team on show day - Greg, Lynda, and Tom

The Food, pt. 2:

We decided to live adventurously and headed across town to a South American restaurant we’d been tipped-off about called Columbia, which has been in operation for more than a hundred years.  We were greeted by an enthusiastic flamenco dancing display and some impressively elaborate hacienda-style architecture.  According to our waiter, the restaurant’s recipes had been passed from generation to generation since the turn of the century.  Those folks knew how to cook in 1900 and they know how to cook now.   It was one of the most delicious (and entertaining) restaurants I’ve ever been to, hands down. 

The amazing architecture at Columbia Restaurant

Headed Home to Denver

It always feels good to have another successful event under the metaphorical belt.  The team and I made our way back to the airport and then back to Denver to prepare for the next week and another great show.

Thanks for taking time to read my post.  If you have any questions about the process, please reach out to Ian at .(JavaScript must be enabled to view this email address).

04.13.2010

How Trade Shows Hit and Miss the Mark in the Changing Marketplace

The times, they are a-changin’.

The value of trade events is shifting. The market is getting younger and more savvy, and many consumers are unsatisfied with the same stilted trade show experience they’ve had in the past. Attendees are now expecting their experience to be tailored to suit their needs and preferences; they are looking for events that are engaging and entertaining that also meet the bottom line. Younger decision makers also mean the need for an increased focus on online events. In an age when the entirety of human knowledge is accessed via few keystrokes, it’s not only pertinent but compulsatory as a show host to enhance the application of internet marketing and virtual shows.

Although Gen Y is adept at building relationships online through social networking sites like Facebook or LinkedIn and via text messaging and email, physical events still provide a valuable platform for face-to-face interaction with vendors and products. Many purchasing decisions require an in-person, tactile exchange that would not be effectively facilitated through an online service. Making eye contact and shaking the hand of the product rep instills trust in the consumer and confidence in the vendor. That emotional connection resonates in ways that pure data can not. Some things simply transcend technology.

At the same time, the cost of running traditional events is increasing. Overhead expenditures like venue rental, decorator and electrician fees, and travel accommodations, often make the price tag for a large physical event prohibitive. And whereas trade shows once served to communicate the latest information to prospective buyers, the internet now provides all-access, up-to-the-minute content 24 hours a day. Because the way we collect and report information today is easier and more democratic than in the past, shows must compensate by yielding a unique experience that the internet or other media can’t provide. As a show host, in order to make your events profitable while meeting the demands of a changing marketplace, it’s critical to evaluate the following key areas:

Target Marketing: How are you steering particular customers to particular items? Target Marketing is a new, customer-specific way to call attention to items not currently being purchased on an account basis. Through the use of highlighted colors on the vendor Point-of-Sale screen, Data Connect allows you to market new or incentivised items to particular customers on the show floor. Your sales force will be given access to the web interface allowing them to select Targeted Items before the show. Then at the show, the customer will use their customized Target Marketing guide to navigate the show floor to purchase their selected items. Creating a customer-specific experience is key to today’s marketing efforts.

Flight Boards for Incentivised Items and Hot Deals: Promoting your Hot Items at the show generates excitement and broadens your opportunity to move cases. Data Connect offers a Flight Board application to enhance visibility and to create that much needed “buzz” at your event. Use large flat screen TVs and DCC’s technology to add a punch to the customer experience on show day.

Drawings and Prize Redemptions: Everyone loves free stuff. Utilize Data Connect’s Drawing application to select customers randomly or based upon pre-defined criteria for your drawings and giveaways. Drawings can be hosted hourly or at the end of the day, adding critical excitement and anticipation to your event.

For more sophisticated prize programs, Data Connect’s Prize Redemption service records customer purchases on the floor and calculates them against your redemption criteria upon customer check-out. Customers receive a paper record of their purchases and redemption transactions, and the show host a copy of the redemption receipt for accounting and Sarbanes compliance.

Virtual Shows: The new decision makers of today came of age in the internet era. They are accustomed to ordering products online and they judge businesses by their online presence. If your customers were ever too busy or too far away, now you can bring the show to them online, 24 hours a day and seven days a week. With Show Expert, you can focus on products that make sense for your customers and money for you. Gone are the days of cumbersome paperwork and missed faxes. Negotiate withn each vendor that participates in your show with our proprietary online negotiations system. Purchasing is a snap, as your customers and sales force use our system at their convenience to place orders. After the show, the DCC Event Management team can provide a complete set of reports for your purchasing and sales departments.

Also, consider running a virtual event after your trade show shipping period to retain the business you worked so hard to secure.

Virtual Sales Promotions: Distributors looking for a cost-effective way to take orders for their smaller regional shows and in-house events while maintaining a personal touch with their customers are utilizing Show Expert’s Virtual Sales Promotions. Anywhere you have an internet connection, you can host an event using Show Expert solutions.

Hot On-Line Deals (HOLD): How many times have you been offered a special truckload deal but were uncertain of how much you could sell? Now you can quickly get in touch with your customers to offer limited-time deals and transact orders.

Experiential information can’t be reproduced. Trade shows will continue to provide valuable in-person, face-to-face marketing opportunities. But the days of purely content-driven, informational events are over. The industry is trending toward fast, accessible, and diffuse ways of reaching customers. It’s time to trade in the old show model for something new. Something more exciting, less passive, more efficient, less miopic, and more profitable. Something that embraces not only where the market is today, but where it’s going. It’s time to embrace virtual events; not as a replacement for the physical show, but as a way to capture new or stubborn business, and as a booster shot for your marketing program. It’s time to embrace change or risk losing business to companies who do.

 

 

 

 

 

 

 

 

 

09.16.2009

Welcome to Data Connect

Welcome to Data Connect, you may not know much about us today but I guarantee you will if you read this post on a regular basis.  We live in challenging and exciting times, with new technologies emerging to replace old ways of conducting business.  We are at the forferont of that change with new ideas on how distribution services can be accomplished.   Our focus on distribution is not unique, but our ideas for solving the problems distributors face are.  There are over 300,000 distributors in the United States with over $4.8 trillion in business according to Hoovers.  They are in all sectors of the economy moving goods to market for manufacturers, supplying the important link between them and the retail outlet that sells to consumers. 

We look at the inefficiency bred into the system and wonder why can't there be a a better way to communicate, store and share information.  At the heart of all distribution activities is information describing products, their costs and the destination they are heading; simple enough information to capture and store.  If it where just that simple, but nothing in distribution is that easy.  A simple can of green beans is not just picked and put in a can, so it can be boxed and shipped to you local store.  No it is much more complex then that.  The grower sells their beans based on quality standards set by the government for the GRADE of the beans.   A processor buys different grades of beans and packages them for distributors based on their requirements to fill out their product portfolio from packer label (lowest) to private distributor label ( highest).  At the same time the large multi-national companies like Green Giant are buying beans and processing them for their own brand.  The distributor marks up each brand based on a predetermined program that they establish with the processor to create additional income streams from the sales of the beans.  In the end a can of beans has grower, processor, marketing, distributor storage and handling fees in addition to what ever the salesperson feels they can charge the restaurant.   The simple can of beans now has a program attached to that adds many layers of data and reporting to the distribution and sales process.

At Data Connect we have become experts in dealing with that complexity. Simplifying workflows, createing new ways to store and retrieve the data from a distributors perspective.  Data managed properly is gold for the distributor not only allowing them to manage the transactions but seek new markets, find trends within their customers that can lead to more sales.  Our job is to connect that data to actionable activities for the distributor.  Whether it collecting on the invoices, verifying receipt of merchandise or running a trade show, Data Connect has the capacity to link these activities together through the intelligent use of data.

Next:  Tradeshows, how they hit and miss the mark with their vendors and customers.