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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: March 29 - April 2, 2020             Exhibit Hall: March 30 - April 1, 2020             Mandalay Bay, Las Vegas
 SUNDAY  8:30 AM - 4:30 PM
Track: Planning & Execution, Expanded Knowledge
S2016 45 Minute Session:
Advanced Measurement Strategy: Value Over Replacement Tactics
Learn to apply predicative models to determine the value of your marketing and engagement tactics. Using the baseball statistical metrics of Value Over Replacement Player (VORP) and Wins Above Replacement (WAR)-we'll explore how to assess the value of tactics such as hospitality, industry symposia, and more when they are used as a component of your trade show marketing strategy-versus when you use those same tactics independently of trade shows. Baseball teams have used these models to end championship droughts. Learn:
 •  How to calculate the value of a tactic - both on and off the show floor
 •  When replacing a tactic with another approach will provide a greater value
 •  Which tactics work better at trade shows and which work better when used outside of trade shows
 •  What tactics extend the impact of your attendees' trade show experience
 •  How to assess how a specific mix of shows and tactics perform versus an alternative mix

Chris Metzger, senior vice president, client services, Access TCA
Chris Metzger, senior vice president, client services, Access TCA is a proponent of strategic congress channel management and the value of face-to-face marketing. His relationships and alliances with high profile clients have never abandoned his commitment to business development. Chris energetically meets new challenges and finds solutions to improve the customer experience. A graduate of the University of Iowa, Chris has been a speaker at industry events such as Pharma Forum and CEIR Predict.