REGISTER SEE YOU MARCH 17-21, 2013 EXHIBIT
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75 New Sessions
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Sunday, March 4
Monday, March 5
Tuesday, March 6
Wednesday, March 7
Thursday, March 8

 MONDAY  10:00 AM - 11:30 AM

Learning Track:
Measurement & Results   

M104 
Did the Strategies and Tactics Work?

When measuring, lead counts alone won’t do it – it measures just one dimension of your program. Objectives may include increasing sales, post-event meetings, increasing name awareness or positioning your brand. The Ambiphoric Company faced these issues and more. Be prepared to address their measurement issues. We will explore:

•  Getting commitment for your method of measurement

•  When to use quantitative vs. qualitative measurement

•  How much measurement is necessary to prove whether a strategy or tactic worked

•  When non-selling objectives can be measured to show effectiveness as much or more so than measurement of sales objectives

CTSM Candidates with 5 or more years of experience may take this seminar in place of certain five-digit required seminars, with prior approval.

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FACULTY:

Marc Goldberg, CME
Marc L. Goldberg, CME, Associate, Marketech360 A retired seasoned executive, Marc brings over 40 years of experience to his SCORE volunteer work, his marketing and small business seminars. During the past three decades, he has worked in all facets of domestic and international marketing and has devoted himself to maximizing the results attainable through performance measurement. The company he founded, Marketech specializes in exhibitor staff training and measuring results at trade shows and events. As a SCORE Mentor, Marc serves start-ups, small businesses wanting to grow and strategic planning for nonprofits. He is the author of "Small Doesn't Mean Second Rate" – a reference workbook for the under 400 square foot exhibitor, "Exhibiting in Mexico" and has developed the first software for measuring exhibit performance – "Measurement Made Easy". His White Paper – "The Future of Healthcare Exhibit is in Learning" was a landmark study defining best practices in this vertical industry segment.

Additional sessions presented by
Marc Goldberg:
W220
Get Ready! The Industry is Changing

S207
Using Benchmarks to Support Strategies and Tactics

M20415
Don’t Skip the Meetings – Pre-, At-, and Post-: Guideposts to Success

R20415
Don’t Skip the Meetings – Pre-, At-, and Post-: Guideposts to Success

T120
Maximize Your Return with Effective Staff Selection and Preparation

W107
How To Evaluate the Trade-offs: Exhibit, Don’t Exhibit—or Get Innovative





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