Why you should embrace measurement as a partner not an enemy

Today success is all about continuous improvement. That means knowing what strategies and tactics worked and which ones didn’t work so you can improve what worked, to make it better, and determine what remedial action is needed to change what didn’t work. You cannot do this by...
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Trade Shows and Events -the accent is on activity, not results

Jack J. Phillips, PhD, created an approach called “ROI Methodology” for meetings.  After reading his book, it became obvious that the focus in planning trade shows and events has become centered on activity vs. results.  Somehow the process of setting objectives, deciding what strategies are needed to...
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Protect your flanks. Think twice before partnering

You are a generalist.  You need a specific subject matter expertise. What do you do?  Go out and find a specialist who can support you. Next you form a strategic partnership.  Then you suck the intellectual property/knowledge out of your partner so the next time you need...
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Strategy even has a place in social media

I am not sold that social media has a place in b-to-b marketing, primarily since I don’t see the targets of our marketing messages having the time to peruse social media other than to see what their friends and family are up to.  Having said that, I...
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So what’s the real role of giveaways or does anyone really care?

I just left a financial services show in Chicago that had every conceivable giveaway available present. Most were out for the taking. Some were positioned so they were controlled. But, why have any? Did any of the bank or credit union executives need more golf tees, luggage...
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Ignoring show visitors is the best way to lose business

In economic times like these where companies continue to cut back and control costs, why give our customers and potential customers the opportunity to opt out? At two recent trade shows I watched staff ignore visitors who willingly entered their space and tried their products without a...
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Trade show training- what makes a lead a lead and not a contact?

Qualified leads vs. contacts. Seems pretty obvious, but it isn’t.  Many people confuse the two and use the two terms synonymously.  A contact is someone who visits an exhibit that may have an interest in the company, its products or services, but has none of the other...
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A new generation of learning

I am in my 27th year of preparing sales and marketing professionals to execute their trade show programs and events at a higher level of performance.  As new sales techniques are introduced we have adapted them so our adult learners are exposed to the latest approaches. But...
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