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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
 TUESDAY  4:15 PM - 5:00 PM
Track: Planning & Execution
T2016 45 Minute Session:
Advanced Measurement: Create a Winning Program Franchise Using Moneyball Tactics to Improve Your Strategy
The movie Moneyball demonstrated how applied saber metrics drive the success of sports franchises. It's time to apply similar metrics to your exhibit. Applying saber metrics, we'll explore how to assess the value of exhibit marketing tactics such as demonstrations, product theaters, hospitality, and more. Then, we'll demonstrate how you can apply predicative models to measure what you're doing now - and to drive future planning. Learn to:
 •  Calculate and measure the value of a tactic - both on and off the show floor
 •  Create greater value by replacing a tactic with a more strategic approach
 •  Identify which tactics work better based on your channel - trade shows versus other types of events
 •  Determine what tactics extend the impact of your attendees' trade show experience
 •  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.