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Best Practices in Trade Shows and Events
Conference: March 29 - April 2, 2020       Exhibit Hall: March 30 - April 1, 2020       Mandalay Bay, Las Vegas
 MONDAY  8:30 AM - 9:15 AM
Track: Planning & Execution

M2078 45 Minute Session:
Portfolio Planning: How to Assess Your Events to Improve Return on Investment
Is your event portfolio aligned with your broader marketing goals? Do you go to the same events, year after year, even though your business has changed? This session will explore the structured portfolio planning process that Cisco Systems Inc. uses to evaluate how individual events fit into its larger corporate strategy. Learn how Cisco Systems continues to hone its event participation and improve results. Leave ready to:
 •  Align your event spend with your company's marketing and business initiatives
 •  Overcome internal silos and engage key stakeholders
 •  Increase your trade show program's overall impact

Mark Fein, senior vice president, FreemanXP
Mark Fein is the SVP of Strategy for Freeman, the world's leading brand experience company. Freeman's Strategy practice helps organizations optimize their event investments and connect with targeted audiences to deliver desired outcomes. Prior to Freeman, Mark worked at George P Johnson, Oracle, Dun & Bradstreet, Resource Dynamics and the American Institutes for Research. Mark earned an MBA from USC, an MA in Political Science from Columbia University and a BA from Tufts University.

Connect with Mark Fein:

Michelle Hernandez, senior manager of global event strategy and event communications, Cisco
Michelle Hernandez has over 17 years of high tech marketing experience. Currently, she is a Global Event Strategy lead at Cisco Systems - providing strategic planning and consulting services to optimize event outcomes and investments. Her previous employment history includes experience on both the client and agency side, including employment at IBM and George P. Johnson.