You’ve experienced it before: You start staging an event on-site and discover that the venue or network provider intends to charge you for something you assumed was free or in your contract. Sometimes they even want to bill you extra not to deliver certain services. (It can make you wonder if we’re all in the wrong business.)
Surprises like this are highly unwelcome for an event manager mere days away from launching an event. The good news is they are almost always avoidable with a little planning. Below are tips to help you steer clear of unexpected tech-related fees when deploying your trade shows and conferences.
From a negotiations standpoint, you are at your most powerful prior to signing a contract with a venue. When a location is still fighting for your business it will be highly inclined to discount or waive certain costs. This is especially true if you are willing to commit to a multi-year agreement.
After your contract is signed, however, all bets are off. A venue that was once accommodating can quickly become the bearer of budgetary bad news.
You probably already have a good idea of what you, as an event host, will need on-site. But before signing a contract, be sure to get a clear understanding of what your exhibitors and event technology provider will require. Better yet, ask your technology provider to be involved in conversations with the venue. These preliminary discussions may force you to start planning your event further out than you have in the past, but the additional effort offers serious rewards.
The needs of exhibitors and technology providers often fall into two categories: wireless and electrical services.
If your technology partner deploys its own network to connect devices at your event, you will likely not need to use a venue’s wireless service. And to avoid interference from conflicting signals, it may be necessary to reduce the signal strength of the venue’s wireless system or turn it off altogether.
Ironically, despite not delivering any service, some venues and network providers will attempt to charge you for powering down their system. When negotiating your contract, request that any signal reduction fees be waived for the length of your agreement.
In special cases, the physical configuration of a location may it necessary for your technology provider to utilize the in-house wireless system at the venue. Ask that the venue provide a cost structure so that you can begin negotiating. In most cases we’ve been privy to, event hosts are able to reduce the wireless retail cost by 50%-100% simply by arbitrating in advance. Once you agree upon a number, request that your fee be published in writing—ideally within your contract.
Much like wireless, many venues sub-contract electrical services. If you are using an event technology system, you may need power on the show floor beyond what you’ve normally used. Ask your technology partner to provide its requirements before you finalize your venue contract.
If your event technology devices are made accessible to attendees, you will likely need power in the front of every booth. Instead of paying $50 to rent an extension cord the day before your event, work with your electrical services provider in advance to reduce potential costs. Many will agree to drop power in the front of every booth at no extra charge. Again, make sure the fees you agree to are put in writing and hold true for the term of your venue contract.
As an alternative, you can also ask exhibitors to pack a 15 ft. three-prong extension cord in their show kit. This will allow them to reposition technology devices in their booths without waiting for an electrician or paying for an expensive cord rental.
Unexpected fees are the last thing you need to be worrying about when staging an important business event. So if you take one thing away from this article, make it this: Before you sign a contract with a venue, use your leverage to negotiate better rates on their technology fees. This will ensure a surprise-free* event experience for you and your team, and a smooth relationship with site staff for years to come.
*We can’t promise that aliens won’t land on the roof. That’s just out of our jurisdiction.
If we had a dollar for every time marketers invented a new buzzword, we’d be writing this blog post from a private island.
As marketers, it’s our job to create hype; to do whatever we can to get our audience’s attention amid the racket of everyday life. But sometimes the buzz we create is just that—noise. Something annoying that happens in the background as our potential buyers go about their day, seemingly needless of whatever it is we’re selling.
Occasionally, though, there’s an idea that’s actually worth the press; one that can really make a difference for a company and its customers.
The concept that has been on marketers’ lips more than any other this year is content marketing. And for good reason. There are countless examples of companies using content marketing to earn more new business, more repeat business, and a better rank in the search engines. It also has great potential for events, which is why we’re writing about it today.
Yesterday we participated in a webinar hosted by the Trade Show News Network (TSNN) that elaborated on ways to use content as part of an event marketing strategy. The webinar featured Joe Pulizzi, founder of the Content Marketing Institute and host of Content Marketing World, Monica Haley of the Association for Manufacturing Technology (AMT), and Chris Dolnack from the SHOT Show and NSSF.org.
We’d like to share their tips for integrating content into your events, but first let’s define content marketing in general.
What is content marketing?
According to the Content Marketing Institute, content marketing as defined as a
“… technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
What distinguishes content marketing from traditional marketing strategies is its focus on helping the customer—that’s the “valuable and relevant” part of its creed. Instead of trying to sell buyers “stuff”, content marketing aims to deliver information that makes buyers smarter. That information might help them do their job more effectively, understand more about their industry, or simply prepare them to have a better night’s sleep. The only requirement is that the material is useful and actionable.
The end result of this strategy is that, as a reward for delivering such great and empowering content, buyers will give their business and loyalty.
How is content marketing delivered?
Content marketing comes in numerous guises, including blog posts, e-books, white papers, case studies, newsletters, videos, and podcasts.
One of the biggest characteristics of content marketing is sharability. The more sharable something is, the more likely it is to reach a big audience.
How can content marketing be used for events?
The speakers discussed the objectives of content marketing for events as well how to carry out a content marketing campaign. We’ll first describe what content marketing might be used to achieve and then dive into their tactical recommendations.
Content marketing is used to achieve:
Consistent touch points with attendees: Content can be used as a 24/7 resource to address questions and encourage participation.
Recommendation: Taking a cue from the Content Marketing World handbook, try hosting live Twitter chats with guest speakers prior to your event, encouraging your audience to post questions embedded with the event’s hashtag. Then following the chat, post the conversation on your event website or company blog.
This is a pretty clever tactic, as it accomplishes a number of key goals:
What’s also illustrated here is that your best content is valuable independent of the event itself. If content only matters to people who have signed up to attend, it will be hard to grow your audience. Instead, deliver information that appeals to your network and your network’s network.
More delegates: Content marketing can be used to attract attendees, sponsors, and exhibitors.
Recommendation: To entice exhibitors and sponsors, create an infographic showcasing your event’s attendance and buyer statistics, as well as its overall reach through social and online channels. This will help shape the conversation about return on investment.
Greater spend from delegates: Content marketing can be used to cross-promote products, services, and opportunities related to your event.
Recommendation: In a blog post or SlideShare presentation highlighting area attractions, include local businesses that have provided sponsorship. Not only will their sponsorship help cover the costs of your event, you’ll also be supporting the local economy. Win-win.
How is a content marketing strategy for events carried out?
Outline your buyer personas: To craft content that appeals to the decision makers in your audience, it will be incredibly beneficial to create buyer personas. This will help you to address their most important questions and most common objections.
Joe and his team found that six different types of people attend the CMMW conference, but they only market to two of them: executives and “doers”.
Develop a content calendar: Map out when you’re delivering content, how, and to whom. Here’s a handy template to get you started.
Rather than waiting until you’re a few months out from an event to begin delivering content, try seeding your audience with information year round. This will keep your event fresh in everyone’s minds and encourage loyalty and repeat business.
And don’t be afraid to take advantage of sponsorships or media partnerships to cover the costs of your additional efforts.
Convince stakeholders: Use your content calendar to display planned deliverables by week, who is being educated with each piece, and how to measure returns. To make the new strategy easier to swallow for The Powers That Be, Joe suggested calling it a “pilot program”. Assure your team, especially those attached to the status quo, that you are testing the new approach to measure its performance, not simply throwing out everything you’ve been doing.
As Joe said, “The biggest challenge is change.” Once you get people to buy in, a lot of the hard work is done.
Create an event hashtag: Use it in presentations and when promoting your content on social media. At the event, include signage with your hashtag to encourage sharing.
Make it easy to subscribe: Provide the ability to sign up for emails on your event website, company website, or blog. This will ensure that you’re able to delight your audience with new content daily or weekly, and keep in touch after your event is over.
Joe recommended focusing on email subscriptions rather than social media followers because followers can be taken away at any time (just look at Facebook’s restriction of organic reach, for a recent example).
Think about podcasting: Chris pointed out that there are around 4,000,000 blogs in the world, but only 200,000 or so podcasts. Marketing gurus have praised the medium, but business have been slow to adopt. With listener demand greater than the supply of things to listen to, now is the prime time to get started.
Here’s a how-to guide for the podcast uninitiated.
(Also of note, Apple’s new CarPlay service will be available in select cars later in the year, and will only expand in the years to come, making it even easier for your audience to listen to your information.)
Use guest contributors: Don’t forget to delegate! Ask your guest speakers to write blog posts about topics in your industry as a prelude to their seminars. Get your sponsors to create videos that help your audience prepare to attend.
You might also identify content opportunities that don’t relate directly to the event, but appeal to your buyer personas. Just be sure to provide editorial guidelines so that contributors know what’s allowed and what isn’t (i.e., no sales pitches).
Share and share again: Chris recommended sharing the same piece of content a few times, because while it won’t be new to everyone, it will always be new to someone.
Look at social media schedulers: Platforms like HootSuite, Sprout Social, and Buffer help you to schedule content promotion and get more done. Monica and her team use Sprout Social. We use and love Buffer, ourselves.
Content marketing appears to be a viable, performance-oriented strategy event hosts can use to promote their gatherings. Will it save a woman from a burning building, help you to see in the dark, or perform other acts of extreme marketing hyperbole? No it will not, nor is it a simple solution to implement. But carried out consistently and with delegates’ needs in mind, it can be a powerful shot in the arm for event planner’s promotional efforts.
Check out more of the conversation on Twitter under the hashtag #tsnnwebinar.
Dun da da dun! At last, we've arrived at the final step of our event marketing checklist. We hope you've enjoyed following along and maybe even learned a thing or two. In this post we will explain exactly how to determine your event's marketing ROI. ROI is often judged by a vague set of factors that aren't precise or even relevant to an event's bottom line. By the time you finish reading today, you'll have the information (and a few magical equations) you need to accurately determine your event's success. Let's do this thing.
There are effectively two ways to determine the marketing ROI of your events: anecdotally and mathematically. For an anecdotal evaluation, you are simply looking to get an impression of how your event faired, relative to your initial objectives. Were you able to increase brand awareness or enhance customer loyalty, and in what ways? Did you increase sales or the number of leads generated? Were you able to increase customer loyalty and provide valuable education to attendees? Granted, this can be an imprecise way to grade an event that you’ve spent a lot of time promoting in very deliberate ways, but it does provide a valuable first impression of your results.
For objectives like ‘improving brand awareness’ and ‘providing education’, which qualitative rather than quantitative, you might think of implementing a post-event attendee survey to calculate a more tangible measurement of your success in those areas. If attendees respond favorably to questions about their impression of your brand and the quality of instruction, then you did well. If they don’t, then you’ve got some things to work on.
If you are interested in gaining a deeper understanding of how your marketing efforts paid off, you will need to do some math. But don’t worry; it’s nothing you didn’t do in high school. The bigger task is gaining access to the financial data you’ll need to perform the necessary equations. If this information isn’t readily available, schedule time with your CFO or other powers that be so that you can be allowed access.
There’s a simple formula for determining the ROI of your events, and it can also be applied to your sales and marketing efforts in general.
Cost of Customer Acquisition (COCA): As put in The B2B Social Media Book, “COCA is the ‘I’ in ROI.” It is the cost to convert an account into a customer. To calculate COCA, add up your marketing costs, including salaries, third-party contractor or agency costs (i.e., the fees for your event website, printed collateral, and any content or graphics that you didn’t create yourself), overhead (i.e., venue rental), and paid advertising. To establish the total COCA for your business, you can also look at sales-related costs, including salaries and commissions, and operations costs (i.e., your CRM system such as Salesforce and other sales tools you may use).
Total Lifetime Value (TLV): TLV reflects the “R” in ROI, and refers to the average dollar amount your business receives from a customer over the lifetime of the relationship. To accurately calculate your customers’ TLV, first find out the value of an average sale. For a food distributor, for example, an average sale might be $750 per account per day, based on an average case price of $25 and an average order of 30 cases. If the lifetime of an account is five years, then its total lifetime value is $1,368,750 ($750/day x 365 days x 5 years).
When analyzing an event independently from your yearlong marketing efforts, your TLV figure will remain the same but your COCA expenses will only account for the dollars spent toward your event. Here’s an example of an ROI analysis of a food distributor’s trade show:
TLV: $1,368,750 (factored above)
From the equation, you can see that this distributor had a 13.8% return on their event marketing efforts. Whether an ROI is good, great, or below expectations will depend on the business and industry. No matter the case, as a marketer, you always have the power to reduce COCA and increase TLV.
Reducing COCA is relatively straightforward, and can consist of decreasing paid advertising spend in favor of organic lead generation, replacing printed materials with electronic media, and choosing a venue with more competitive rates.
Increasing TLV is all about generating more return purchases through greater customer loyalty. This can mean focusing more on leveraging technology and innovation at your events, providing more education and even better content at conferences and throughout the year, and creating more intimate relationships with customers through email and social media.
You’ve determined your objectives, implemented your tactics, conducted your event, and then measured your results. But as the saying goes, there’s no rest for the weary. Because once you understand what was successful and what came up short, what else is there to do but apply your knowledge to an outline for your next event?
So how does this ROI analysis stack up to your own? Are there certain figures you look at that sum up the overall success of your events? Let us know! And in case you missed the rest of our event marketing series, you can find it here: Step 1, 2, 3, 4, and 5, and 6.
B2B events produce more data than many event planners know what to do with. We recommend using the following steps to make your data actionable and to keep the conversation going after your customers have all gone home. Turn your event into the proverbial gift that keeps on giving.
1. Review the data
A. Evaluate registration totals
B. Look at attendance figures relative to last year’s numbers
C. Understand your sales metrics
2. Look back at the dialogue
A. Evaluate social media comments and conversations to uncover potential areas for improvement and ideas for future blog posts and campaigns.
B. Create blog posts highlighting important points from seminars, and post videos of the seminars themselves. Add photos and videos of attendees, exhibitors, and your staff on your Facebook page and Pinterest board.
C. Use Pinterest to collect photos from attendees. You can even gamify crowd-sourced submissions by awarding a prize for the photo with the most re-pins. (Tailwind)
D. Post full seminar presentations on Slideshare. Slideshare makes it easy to embed the presentations in your blog.
By analyzing information generated before and during your event, you will gain a better understanding of what worked and what can be improved upon. You also put yourself in better standing with your customers by listening to their words, actions, and resquests, many of which can inform adjustments to the marketing and sales strategy of your future events.
Are there any insights we missed? What statistic is the biggest indicator of the success of YOUR events?
In the next and final post of our event marketing series, we will show you how to determine your event's ROI, including simple formulas to analyze your sales numbers. Needless to say, your CFO will be impressed. And in case you missed them, here are steps 1, 2, 3, 4, and 5 in our series.
Now that you understand which event marketing tactics to leverage and how (or, if you don't, check out steps 1, 2, 3, and 4 in our series), it's time to create a schedule of your marketing actions. We all know that planning an event can test a person’s sanity; a marketing timeline will ensure that important tasks and benchmarks are carried out without stressing you out.
Here’s a sample:
5. Address on-site requirements
8. Distill and analyze
Once it's complete, distribute your timeline to all of your team members. Confirm that everyone is on the same page and is accountable for their share of the responsibility.
In our next post, we'll talk about how to measure and share the results of your event. Until then, we wish you happy, stress-free event planning!
So far in our event marketing series, we've discussed defining an objective for your event, the importance of an event website and email to engage attendees , and how to leverage social media. In this post we'll discuss the role of your company website or blog, printed materials, and Google search.
1. Your Company Website or Blog:
Although your focus will be primarily on your event website, your company website is likely where someone first encounters your business online. Make use of the treasure trove event-related content by blogging about the benefits guests will receive by attending, your amazing guest speakers, the great ideas to be explored in your seminars and demonstrations, and the buzzing industry trends you will be spotlighting. Post short video interviews with exhibitors and highlight the new products they are excited to share with attendees. As always, include links to your event website inviting visitors to learn more and register.
2. Printed Materials:
A limited number of printed materials may be helpful in promoting your event, including postcards, brochures, and programs. “Limited’ because the majority of your audience is likely well suited to online engagement, and online promotion is generally less expensive, more efficient, and better for the environment.
The materials you do print should contain the same brand voice and graphic elements as your online media, as well as your primary calls-to-action: Visiting your event website, registering for the event, and becoming part of the social media dialogue.
Have you ever Googled your event? This is less about promotion than research, but it can certainly help you craft or refine both your strategic and tactical marketing approach. Googling an event may surface articles, blog posts, and attendee reviews, and help you discover what people are excited about, what they took away, and what areas you may need to improve. (Expo)
Now that we've walked through your event marketing tactics, our next post will focus on putting those tactics into a timeline. Are we helping you do your job better or more easily? Is there something we've missed? We'd love to hear from you.
2014 is the year that event marketing gets personal. Is your strategy ready for the shift?
In a recent article, Mark Schaefer contended that while digital publishing platforms like blogs, Facebook, and Twitter have changed the way we market, they haven’t done so in the way that many experts would have us believe. Rather than radically shifting the marketing paradigm, they have actually returned it to its roots: People are again buying from businesses that they know and trust.
100 years ago, before the rise of mass media, people made purchasing decisions based on the quality of the merchandise, their relationship with the merchant, and the merchant’s standing in the community. The digital platforms of today provide much the same opportunity for consumers. As a result, they are seeking out a more personalized experience based on responsiveness, honesty, and social affinity.
Using social media to market your event means creating a more conversational, interactional dynamic with your audience. You might be participating in not only two-way exchanges, but also three and four-way discussions as part of a string of questions or remarks. Just be approachable, friendly, and helpful; this simple, human approach to “word-of-mouse” marketing has proven incredibly effective even for some of the biggest businesses on social media.
There are a number of different channels and tactics to consider when using social media to promote your events. Here are our key recommendations for implementing a practical yet effective social media plan.
An introductory word of advice: Don't assume that you need to embrace every social network under the sun. Determine where your audience hangs out and focus all of your effort on those networks. If your audience is on Linkedin but not Twitter, don't spend time on Twitter. It's that simple.
1. Event hashtag:
Hashtags are a way to connect conversations within social networks. Although they came to prominence on Twitter, they can now be used on Facebook, Google+, Instagram, Tumblr, and Pinterest. Google has even started to feature hashtags in search results. Create a unique hashtag for each of your events so that related posts can be easily monitored and responded to. It will be especially helpful when you begin to analyze your interactions post-event.
You will likely want to feature the name and, for annual gatherings, the year, such as #nwfoodfest2013. Be creative; just try to make your tag short and memorable.
Due to the volume of posts on Twitter, it’s advisable to tweet frequently so that your audience is sure to see your messages.
In addition to regular reminders about your event, post teaser content like videos from your guest speakers. This can help fence sitters commit to registering; just be sure to include links to the website.
Use contests to enhance excitement leading up to and at your event. Give rewards to the first people to correctly answer trivia questions. Conduct a scavenger hunt and post photos of prizes hidden around the show floor (Convince & Convert). This can also be a great way to drive attendees to certain booths.
Regularly post about your event in your ‘Updates’ stream. Target your relevant LinkedIn Groups and provide the “what, where, and why” of attending your event. Just be sure to link back to your event website to encourage registration.
Facebook, Twitter, and Linkedin may be the 800 pound gorillas, but don’t forget about Meetup.com. Try partnering with a Meetup group to promote your event to its members. Not only will you expand your network, Meetup automatically facilitates a lot of the marketing for you, including reminder emails a few days before the event. (Steam Feed)
Create an event in Foursquare so that attendees can check in on their phones as they arrive. This is a great way to generate referrals and leverage your attendees other social profiles, to which Foursquare is connected. You might also create secondary check-in locations for your seminars and demos to generate buzz around your speakers and educational opportunities.
Did you know that visitors referred to your website from Pinterest will spend, on average, more than twice the amount as Facebook or Twitter referrals (Tailwind), and, according to Wishpond, 70% more than visitors from non-social channels?
As a highly visual social platform, Pinterest is ideally suited to event marketing. Not only can you pin photos, you are able to showcase videos, graphics, and even blog posts. Partner with exhibitors to share images of their new products. Post graphics to highlight your promotions and images of your guest speakers. Pin images of your event website and links to register.
When designing and sharing content on Pinterest, keep in mind that 80% of its users are women (SocialFresh). Content that appeals to a mostly female audience will likely gain more traction.
Stay tuned: In our next post we'll address the role of your company website or blog, printed collateral, and search. How are you liking our event marketing blog series so far? Has your brain started to hurt from all of the new knowledge? If not, we'll have to try harder!
In our last post we shared the first step of creating a solid event marketing strategy. This time around, we will be diving into tactics: What to accomplish with your event website and five best practices to guide your email marketing.
A. Event Website:
An event website is the foundation of your promotional efforts. The aim of the website is threefold:
1. First, it should deliver practical information about your event to attendees. You may also wish to provide information for your sales reps and exhibitors.
2. Second, it should include a portal to register attendees.
3. Third, it should get attendees excited about participating in your event.
While email may have become something of a redheaded stepchild in the marketing universe, it continues to be one of the most effective ways to connect with an audience. According to Experian, for every $1 spent on email marketing, $44.25 is returned. How do you make the most of email to promote your event? (Tweet This) We’re so glad you asked!
1. Choose your subject lines carefully: For your emails to stand out in a crowded inbox, the subject lines must be compelling. Here are five ways to make them inviting:
2. Send messages on the weekends: Studies show that click rates are higher on the weekends, when email volume is lower. (Adweek)
3. Send messages early in the morning or afternoon: Engagement is highest in the mornings at 8 AM to 9 AM both for opens and click-throughs; and in the afternoons at 3 PM to 8 PM for opens, and 3 PM and 4 PM for click-throughs. (Get Response)
4. Include social sharing buttons: Messages with social share links have a 158% higher click-through-rate (Get Response).
5. Embed a ‘Register Now’ button: Encourage recipients to register and gather information about your event not addressed in the email.
How are we doing so far? Is there anything we should have added to our recommendations for an event website, or some additional/different email best practices? What has worked for you in promoting your events?
In our next post, we'll delve into more tactics: How and what to communicate through social media, the role of your company website or blog, printed materials, and how to leverage search. In the meantime, we wish you happy event marketing!
B2B buyers are more empowered than ever before. Using websites, blogs, and social networks for research, it’s possible for buyers to make purchasing decisions with little to no direct contact with a seller. For you as a seller, this makes it critical to create opportunities to establish relationships, build rapport, and earn the trust of your prospects and customers. Hosting events—whether they are seminars, webinars, conferences, or full-blown trade shows—provides a valuable platform to connect your market. When approached thoughtfully and strategically, they can also be an incredible medium for your business to differentiate itself from the competition.
We’ve put together a checklist to assist the marketing efforts for your face-to-face events. The points outlined are a combination of online and offline tactics to ensure that you reach each member of your audience in a way that suits his or her preferences and habits. Every business is different, and no one knows better than you do what tactical mix is right for your industry and customers. Our hope is simply to arm you with the best information to empower your decision-making.
Let’s get started.
STEP 1: Determine Your Objectives: Before you can market any event successfully, you must first define objectives to measure against. The simplest way to do that is to think from the end. After the event has taken place, what do you want to have accomplished? Goals tend to fall into one or more of the following categories:
Once you understand the desired outcome of your event, you can decide which tactics will drive results. We'll get into those tactics in our next post. Until then!
Your kids are doing it; your in-laws are doing it; heck, even the (former) Pope is doing it. Social media has forever changed the way we connect with each other, particularly in business. Traditional marketing alone no longer cuts it; inbound tactics that emphasize education and relationship building are becoming the new standard.
With new event and trade show software on the way in 2013, we decided that it was high time to commit to an inbound marketing plan to extend our reach and strengthen relationships with our existing clients. To highlight what we’ve learned so far, and to assist those of you wondering how to begin integrating social media into your marketing strategy, we’ve created a list of our five biggest lessons.
But before we get to that, let’s first define what we mean by “active”, as referenced in the title of this post. “Active” means daily social media engagement. Most importantly, weekly (or in our case, bi-weekly, for now) updates to the company blog, and daily posts on Twitter, Facebook, and other social profiles. Although entertainment is a vital social media component, that doesn’t mean sharing funny cat pictures or quotes from Jersey Shore. Content is everything in the digital realm and should be tailored to your ideal buyer persona(s) in order to achieve your desired effect.
Now, on with the show!
1. Start from the End: First and foremost, it’s crucial to understand what you intend to accomplish through social media. For us, it was about connecting with the communities we serve (show hosts, event planners, marketers) to drive brand awareness and to promote a new product, with the ultimate goal of cultivating leads and strengthening existing client relationships. This tends to be a pretty common scenario for businesses engaging in the social sphere.
If you’re having trouble determining your social media goals, you might ask yourself the following questions:
Starting with a clear understanding of your desired outcome will help you track your progress, revise your tactics, and perhaps even reevaluate your goals.
2. Know Your Audience: Social media output should be made-to-measure for a target audience or buyer persona. Each of our profiles is directed at a different constituent group, which means that we must curate content accordingly.
Key questions to consider:
3. Use Automation: Finding the right tools to help manage your efforts will ensure your consistency, responsiveness, and sanity. We use a couple of different applications: Buffer and HootSuite.
Buffer is designed to make sharing easier and timelier on your social networks. We mainly use it for Twitter. It allows us to build a daily posting schedule and queue up posts as we go. Posts are made steadily throughout the day; no bombarding followers with half-a-dozen posts followed by 24 hours of radio silence. One of the coolest features is the browser plug-in. By clicking the Buffer button on your browser, any page on the internet becomes sharable. Buffer even shortens the url for you. We like it a lot.
For more extensive social media management, HootSuite is one of the best applications out there. It aggregates all of our social profiles in one place, providing better visibility and the convenience of not having to go into each platform to get the latest insights. We can see who has messaged or mentioned us on Twitter, what events we have coming up on Facebook, and what updates are being made in our LinkedIn network.
4. Don’t Be Shy: It can be daunting to start making those first posts and to respond to articles or discussions. What will people think? What if we sound stupid? What if we say the wrong thing?
Most social media experts agree that it’s authenticity, rather than perfection, that paves the path to success. Sometimes authenticity means being unpolished and imperfect. Knowing just the right thing to say might not be as important as simply being present. People like to know that there is a real person behind the avatar--someone humble and honest with whom they can identify. And, yeah, sometimes a few feathers will get ruffled or something backfires. But staying true to one’s beliefs and owning up to mistakes will go a long way toward creating intimacy with an audience. So, start conversations, respectfully and professionally speak your truth, and know that everyone else in the social space has been in your position at one point in time. We’re in it as we speak!
5. Have Fun: There’s a reason that a billion people have a Facebook account and 500 million are on Twitter. Here’s a hint: It’s not because social media is boring. As a marketing team, we have never enjoyed ourselves or learned as much as we have in the past two months. We’ve developed new marketing tactics, been introduced to some amazing experts in the social media field, gotten more in touch with what matters to professionals in the industries we serve, and have already seen some awesome results for our business. Among other things, visitors to our website have increased by 75%. That’s 75% in just 60 days! There are, of course, some intangible factors that contributed to those gains, and some visitor behavior that we aren’t able to track, but we can’t help but attribute the improvement in large part to our social media activity. What’s more fun than real results?
We hope that you found this post fun and informative, and encourage you to reach out with questions or to discuss what you will be doing to market your business in the year to come. Call us at (303) 840-7477 or send us an email at firstname.lastname@example.org. And need we remind you to connect with us on Facebook, Twitter, and LinkedIn? Come join the conversation!
And MarketMyShow on Twitter!
We have awesome clients at Data Connect. In our trade show division, we get to work with talented and savvy show hosts to implement ordering, registration, and other marketing services at their events. In order to take advantage of this vast pool of knowledge, we will be publishing a series of interviews with especially high-performing show hosts throughout the year. These individuals have agreed to share some of their tactical insights, tips, and tricks for running successful events.
Our first interview is with Gina Rackers, Director of Marketing at Graves Menu Maker Foods, Inc. Headquartered in Missouri, Graves Menu Maker Foods has partnered with Data Connect for its events since 2007.
However, the downward trend in the economy could go away in 2013!
Thanks for the great responses Gina! And thanks for being such a great customer!
Stay tuned for more customer interviews throughout 2013. As always, we are here to provide you with the tools and information you need to run your best event ever. Please reach out if there is anything, big or small, that we can do for you. You can reach us at (303) 840-7477 or email@example.com.
Visit Menu Maker Foods at www.menumakerfoods.com.
Since Data Connect began its partnership with GGOB last year, we have been more goal-oriented at all levels of the company. From personal goals to transform spending and revenue, to department-level mini-games, individuals at Data Connect have made a serious effort toward the overall betterment of the company. But, aside from goals set by employees and teams, what are Data Connect’s goals as an organization?
Because each department as well as individual employees have their own goals for 2013, it is difficult to merge them into something that can easily be applied to the company as a whole. Which is why when we came across Chris Brogan’s Three Word concept, we were all over it. The idea is that if you pick a few specific things to focus on each year, you are more likely to be successful in achieving both personal and professional goals. These three areas of focus may have layered meanings and thus several desired results, but having a single word that defines the intention helps to ensure greater success.
So, what are Data Connect’s Three Words for 2013?
Data Connect is exploring new markets and rolling out products that meet new demands. To ensure we are going in the right direction, we need to make sure we’ve done adequate investigative work. First of all, which businesses would benefit from these products/services? Can we stay within our current customer base, or do we need to research businesses or services that are completely new to us? If we can first identify who would benefit from these new products, we can better understand how they should function to be of the greatest benefit.
Once we determine whom we are supplying these new products to, we can then determine how to supply them. We have begun to increase our inbound marketing focus, utilizing social media to a greater extent than in the past. Because our new products are web-based, we need to determine to what degree our marketing strategy will focus on online tactics versus how much we rely upon the traditional outbound sales approach. Understanding our target customers and how they do business will help us make informed decisions all around.
Finally, we need to determine whom from that target audience we want to engage with beyond the typical provider-customer relationship. Who is a thought leader in their field? Who is involved in projects outside of their day-to-day responsibilities; projects that we may want to participate in, as well? We want to find customers who are more than just customers – true partners in business.
Our second word for 2013 is a continuation of “Investigate”. One of our goals is to serve our customers to the best of our ability. To truly serve, in this sense, means to enhance our customers’ businesses. As previously stated, Data Connect strives to be a partner to its clients. So this year, we want to improve our customer service by focusing on the core elements of our clients’ businesses: What are their goals, and how can we help to achieve them? Are there areas they are struggling with that we can assist with in any way? Maybe we can’t help with everything, but perhaps there is another service provider that can assist with certain objectives? The point is to leave no stone unturned. We truly believe that if our clients are successful, we are too.
Data Connect has always endeavored to stay involved with the community, whether it be participating in Habitat for Humanity, volunteering at a soup kitchen, or helping to raise money for our local animal shelter. This year, we hope to step up our efforts in this area. Admittedly, we were less involved in outreach in 2012 than in previous years, so we want to get back on track in 2013 and get more engaged than ever.
In addition to increasing our involvement within our own community, we would also like to be more involved with the communities of our customers. If a customer is passionate about a cause we would like to contribute to, why not work together and double our efforts? And who knows, maybe if we help our customers in their community engagement, they will be willing to help us out with some of our endeavors, as well. That’s a winning scenario for all involved, especially the cause being championed.
The Three Words philosophy is a new one for us. We are excited to see how these simple words serve as signposts throughout the year, and look forward to seeing our goals come to fruition. So now it’s your turn. What are your Three Words for 2013, and what do they mean to you? Tell us your ideas! We're available any time at either (303) 840-7477 or firstname.lastname@example.org.
2012 has been an interesting year to be in the trade show software business. The industry is in transition, with show hosts, exhibitors, and attendees questioning the value of large events, and some even doubting the sustainability of physical events all together. In this article we will examine the relevance of face-to-face trade shows in an increasingly digital age, and how virtual technology is augmenting show organizers’ exhibition strategies. Our hope is to provide insights that inform your event planning going into the new year, and give you something to discuss with your associates at the (literal or online) water cooler.
Right now, getting a clear picture of what’s happening in the trade show industry is difficult. Depending on whom you talk to, the industry either had a banner or lackluster year in 2012. CEIR, the Center for Exhibition Industry Research, reported in September the eighth consecutive quarter of growth, citing more companies exhibiting, increased attendance figures, and, by extension, more buyers on the show floor (CEIR, September 2012). This, after the nose dive experienced following 2008’s recession and the subsequent economic slump.
These and other findings aside, some trade show professionals aren’t convinced. They argue that the physical model has become obsolete, with travel costs on the rise, carbon footprints to consider, and geographic sales barriers overcome with the aid of the Internet.
Because we operate in both sides of the physical/digital divide at Data Connect, we’ve been able to glean a unique understanding of the current landscape, which can help put these arguments into perspective. To begin, we’ve observed a number of changes over the past 12 months, including:
Which brings us to the next point: No matter how you slice it, digital marketing has a few things going for it that face-to-face marketing events simply don’t:
On the other hand, physical events do have benefits that are hard to replicate in a virtual environment.
Now that we understand that both kinds of events have unique advantages, where does that leave us? Well, somewhere in the middle. Our feeling is this: As more and more of our daily activities take place online, the value of experience-rich, digitally-integrated, highly targeted face-to-face events will increase. The kinds of events that have typified many industry sectors—hulking, broad, inefficient, and, frankly, old fashioned—need to and will disappear. As they have begun to this year, some show hosts will react to this by experimenting with small event and regional show concepts. Others will integrate digital technology to maximize returns.
In order to leverage what virtual shows do well, and to create additional monetization opportunities, online tactics will increasingly augment physical trade events as we move into 2013 and beyond. Hybrid shows, which combine online measures with elements of a physical event, will begin to occupy more of the landscape. With hybrid events, a physical show may take place in standard fashion, but video from seminars and demonstrations may be streamed online for virtual attendees. Online ad space may be sold to exhibitors, in this instance, allowing show hosts to generate additional revenue. Other hybrid models may conduct a virtual sales event concurrent with or immediately following the face-to-face event. The result of each of these scenarios is that show hosts capture as large an audience as possible. Hybrid events make it easier for more buyers and prospects to connect with suppliers, while also allowing those that could not attend to take advantage of the educational opportunities available at the physical show.
At this point you might be asking how you, as a show host, can begin to integrate some of these new strategies into your events. There a few things you can do right now to improve your show’s ROI without reinventing the wheel entirely.
It’s important to realize that although it may be predicated upon different circumstances, much of what’s happening right now is cyclical. Every five to 10 years, show planners seem to get restless and move away from larger physical events, only to return to the format a year or two later. Awareness of what’s happening in your market sector is vital, but it’s more critical to understand the value that your events have within your company. If your event accounts for a large share of your annual revenue, moving to an entirely new format may be unadvised. That doesn’t mean resting on your laurels, but instead increasing the value of your event by taking steps to incorporate new digital tactics.
We’ll end with some wisdom from Dr. Michio Kaku, futurist and theoretical physicist, who presented the keynote address at last year’s IAEE Convention in Las Vegas:
“Face-to-face marketing, powered by tech, will only get stronger. It’s a basic human need to come together to learn, buy, sell and grow. Share stories around the campfire. Show off the biggest kill. Bond. It’s in our DNA.”
Data Connect’s Show Expert Systems trade show software facilitates everything from event marketing to attendee registration, lead generation and sales to target marketing, at both virtual and face-to-face events. Speak with one of our friendly Customer Success Representatives to learn more about how to chart your event strategy in today’s transitional climate. Call us at (303) 840-7477 or email us at email@example.com. We hope to hear from you!
To succeed in today’s saturated event arena, marketers and event planners have to think doubly hard about ways to differentiate their conferences from their competition. This means not only creating a unique experience at the event, but also pre and post-event. In order to illuminate some tactics we’re observing, we’ve put together an infographic. We encourage you to evaluate how your show stacks up to these new best practices.
Having the edge over your competitors can mean looking at inefficient processes that could be amended through automation. In so doing, you stand to improve the experience for your customers before, during and after the event. Moreover, you stand to better the experience for yourself and your business through more new case sales (our clients often set sales records using our system), better order accuracy, improved booked vs. shipped percentages, and greater new business retention. Show Expert Systems can make you a marketing superstar. Call us at (303) 840-7477 to find out more.
We can all appreciate trade events as opportunities to connect with suppliers, network with industry peers, and be exposed to new products and trends. But as a show host, the trade show experience boils down to one thing and one thing only: revenue. If the bottom line isn’t up to par, it doesn’t matter how much swag was disbursed or how many prizes were awarded or even how many attendees came to the show. Growing your business is the name of the game, and there are three key things every show host should be doing to get the most out of their events.
1. Make Sure Your Sales Reps Target Items for Each Customer. Target marketing accomplishes three things: 1) It allows you to identify which items your customers are purchasing from your competitors; 2) It personalizes the show experience for customers, giving them an exclusive roadmap to navigate the floor as they seek out booths with the items that have been identified on their behalf; 3) It acts as a built-in competitive measure for sales reps, allowing you to easily formulate a game around the number of targeted items sold and shipped.
2. Provide Exhibitors the Opportunity to Negotiate Rebates on the Fly. Target marketing and show-negotiated rebates act as the one-two punch of trade show revenue growth. When a customer seeks out a booth with targeted items, it’s important to give exhibitors the ability to provide the discounting necessary to secure the business. Show-negotiated rebates will tip the scale on your new case sales.
3. Follow up Your Physical Event with a Virtual Show. After working hard to secure new business at your event, it’s vital to nurture it. Virtual shows provide that opportunity: a way for you to stay front-of-mind for your new accounts and offer specials that maintain their interest.
Trade shows don’t have to be a passive experience. Take action by incorporating these three tactics, and enliven your sales team, offer the best experience for your customers, and earn long-term business.
Data Connect’s business is generating more revenue for its clients. Show Expert Systems, our trade show software, is designed to generate more sales before, during, and after your event, while taking the work out of what would otherwise be cumbersome, error-prone processes. Contact us at (303) 840-7477 for more ideas on how to conduct your most profitable event ever.
Leads are the no longer the lifeblood of the trade show experience. The days when it was enough to exchange a business card and the promise of a follow up call are drawing to an end. Show hosts and exhibitors are discovering that a trade event is one of the best possible scenarios to make real sales and directly impact the bottom line. Think about it -- the conditions are perfect:
Trade shows can be about providing attendees with more than just warm fuzzies, swag, and an afternoon's diversion. With the right tools, they can be about generating revenue and long-term profitability for a business.
Data Connect has those tools.
Our Show Expert Systems trade show software has generated more than $2.5 billion for our clients since 2008. Show day services include electronic order placement, prize redemption, show-negotiated rebates, and target marketing. And not to worry; for customers that aren't quite ready to make a purchase, we do still provide a lead generation feature. After the show we deliver reporting packages to address any business need. From reports tailored for executive review to those configured for immediate loading into a client's backend system, we've got you covered. We also offer virtual selling events to maximize and retain the new business captured at your physical show.
To discuss how to turn your leads-only event into a well-oiled selling machine, please call (303) 840-7477 to speak with one of our friendly Customer Success Representatives. We look forward to hearing from you.
The role of social media in a trade event continues to change and develop. With networks like Foursquare and even Pinterest becoming relevant to event marketing and promotion, it’s worth taking a closer look at what comprises the bigger social media picture in 2012. Thankfully, Northwest Creative Imaging has come up with a handy infographic to lay it all out. It provides tips and tricks for integrating social media into your pre-show marketing strategy, as well as tactics for show day and post-show. Via tradeshowguyblog
At Data Connect, our clients’ social media and digital marketing strategies have just been elevated with MarketMyShow. MarketMyShow is part of Data Connect’s Show Expert Systems trade show software suite, which has registered over 2 million attendees since 2008. The MarketMyShow online event registration and promotion platform has been designed to integrate with social media networks in order to provide show hosts and attendees with an efficient and unified experience prior to a trade event. Working with our team of event managers, show hosts are able to create a unique online registration website that also showcases their trade show. A website can include information on guest speakers and seminars, hot deals and giveaways, area attractions and hotels, as well as an exhibitor list and event agenda. With MarketMyShow, multiple critical processes are facilitated under one roof, saving show hosts time, money, and sanity. Learn more here or call (303) 840-7477 to speak to one of our friendly representatives.
Show hosts and exhibitors looking to take advantage of new technology are increasingly choosing to employ tablet computers at their events. In addition to Apple’s iPad, numerous platforms are making their way onto the market seemingly on a daily basis, providing more choices and a better opportunity to satisfy the gamut of event strategies and audiences.
Tablets offer a number of key benefits for trade events:
1. Tablets eliminate wasteful paper ordering and lead collection processes, providing hosts and attendees with a “green” and efficient alternative to traditional events.
2. Because of their portability, tablets offer a number of distribution options. They can be positioned at booths, on the floor at kiosks, or even distributed to attendees.
3. Fun! Unlike many traditional trade show management tools, tablets are a fun, user-centric way to generate orders and leads. Surveys reveal that trade show attendees are savvier than ever and prefer to attend events that employ emerging trends and technologies. When ordering is fun, attendees buy more.
4. Easy access to event software. Trade show software is made available via an app or is loaded directly onto the tablet itself.
5. New technology, or, more specifically, appropriate use of new technology, positions show hosts and exhibitors as forerunners in their industry. When an attendee engages with a host or exhibitor with a well-conceived technology strategy, he or she comes away with a sense of confidence in the organization, as well as the goods or services being purchased.
Data Connect entered the market with its touch screen ordering solution in 2005, hosting hundreds of events with the platform in the years since. As technology shifts and user habits evolve, we take notice. Already in 2012 we have begun running small events on tablets equipped with our Show Expert trade show software. Our goal in the near term is to determine which tablet best suits the needs of our clients and the tough physical demands of the road. Once that decision is made, we will begin running larger shows with tablets. We will continue running events on the Point-Of-Sale platform but anticipate that a growing number of events will employ the new tablet solution. Stay tuned for official release information later in the year.
No matter the technology, our goal remains the same: to reduce costs and increase revenue for our partners. If your show needs a booster shot—improved registration services, a more efficient way to take orders, or a method to generate more new business —contact us discuss how we can help. Reach out at firstname.lastname@example.org or by phone at (303) 840-7477.
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.
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 email@example.com or call us at (303) 840-7477 to discuss how we can help simplify your trade show planning process and improve your ROI.
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.
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.
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.
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.
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.
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:
And be sure to check out the Tradeshowguy blog for insights into social media and digital marketing in the trade show 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.
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
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 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.
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 firstname.lastname@example.org.
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.
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.