The Spend Decision Part II - Work Smart, Spend Well October 20, 2009 at 1:00 PM EDT, 12:00 PM CDT, 11:00 AM MDT, 10:00 AM PDT
Description: This session will explore the
gamut between what exhibitors spend and ROI and will explore audience trends and
predictions about when the economy may turn. Generating a return on your
exhibiting investment is mandatory if you are to maintain your program and your
budget. Understanding your audience, the shows in which you are exhibiting,
what prompts your audience to visit the exhibition hall and your exhibit will
dictate what you investment you will make. This information will help you focus
your "spend" to target the needs of your audience to generate the desired post
event action that meets your exhibiting objectives.
Moderator: Bob Dallmeyer, CEM, President, RD International
Bob
currently represents Brussels (Belgium) Expo in North
America. He writes for
Trade Show Executive Magazine, TSEA's webzine E & E Professional, and
Exhibition World Magazine (UFI's
London-based publication). He also
teaches CEM certification programs
for IAEE in the USA, Europe, Mexico,
Canada, and China.
Bob
is a past-chairman of both the International Association of Exhibitions and
Events and the Trade Show Exhibitors Association and is also a former director
of the Center for Exhibition Industry Research. In 2004, Tradeshow Week named
him "Showman of the Year" and in 2006, he was inducted into the
Convention Industry Council's prestigious "Hall of Leaders."
Jonathan "Skip"
Cox, Chief Executive Officer & President
Under Skip Cox's
leadership, Exhibit Surveys, Inc. (ESI), has grown the company and maintained
its position as the premier intelligence and measurement company in the events
marketing industry.
Skip focuses
strategically on client development and serves as the visible face of ESI in
the marketplace. This affords him the opportunity to translate emerging needs
of the industry into relevant research and the next diagnostic tools for ESI to
develop. He also is heavily involved with the direct application of research
and these new tools to enhance the strategic and tactical planning of
exhibition and event organizers and exhibitors, for both corporations and
associations.
His involvement with
industry associations is extensive. He presently serves on the boards of
CEMA-The I.T. Event Marketing Community and the International Association for
Exhibitions and Events (IAEE), and in the past has served on the board of Trade
Show Exhibitors Association (TSEA).
Recognition from these associations include TSEA's Chairman's Award,
CEMA's Pinnacle Award, and IAEE's Chairman's Award.
Joyce McKee, President & CEO, Joyce McKee &
Company
Joyce McKee is the
President and CEO of Joyce McKee & Company, a results-based marketing firm
focused on direct marketing programs that create solid customer relationships
and help drive revenue goals.
In her 25+ years of consulting, she has gained a broad perspective
of the trade show industry through serving associations,
for - profit shows, suppliers, etc. in a variety of client
assignments.
"We could pay off the national debt with all
of our misdirected marketing dollars," says Joyce McKee. And she should know. Joyce has gained national recognition for her
marketing research efforts on behalf of high technology manufacturers. She has focused her research on assessing
clients' return on the investment of marketing activities.
Currently, Joyce
facilitates the blogs for CEIR and The Center. She blogs for her own sites, which are Lets
Talk Trade Shows (www.letstalktradeshows.com)
and the new Trust Agents 101 (www.trustagents101.com),
based on Chris Brogan's book Trust Agents.
