03.30.2012

Pointers for Your Trade Show Social Media Strategy

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.

 

03.16.2012

The Value of Tablets in Today’s Trade Show Environment

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 .(JavaScript must be enabled to view this email address) or by phone at (303) 840-7477.

 

02.13.2012

Interview with Micheal Center, Data Connect Executive Vice President

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

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

Micheal, how long have you been with Data Connect?

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

What does your role consist of today?

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

How have you seen Data Connect change over time?

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

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

How have the products and services improved over time?

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

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

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

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

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

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

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

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

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

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

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

 

10.26.2011

5 Critical Questions for Event Planners

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

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

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

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

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

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

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

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

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

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

 

09.27.2011

An Interview with Jeff Sease - Data Connect VP Sales

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

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

Jeff, how long have you been with Data Connect?

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

What does your role consist of?

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

How have you seen the company change over time?

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

What do you think that Data Connect does best?

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

How do you foresee Show Expert trade show software evolving?

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

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

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

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

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

 

06.15.2011

2011 Trade Show Industry Trends

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

05.23.2011

Testimonials About Data Connect & Show Expert Systems

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

 

 

04.01.2011

Making the Most of Your Leads

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

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

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

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

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

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

 

03.17.2011

Presence Marketing Cites Benefits of Show Expert Systems

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

UNFI Southeast Show Concludes in Orlando, Florida

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

 

02.28.2011

Data Connect’s Micheal Center on Tradeshowguy Podcast

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

Listen to the discussion here:

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

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

09.16.2009

Welcome to Data Connect

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

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

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

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