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|EXPLORE! Program Detail|
Sunday, July 28
3:00pm - 6:00pm Registration Open
6:30pm - 8:00pm VIP Reception
Monday, July 29
8:00am - 5:00pm Registration Open
8:00am - 9:00am Networking Breakfast
9:00am - 9:30am
Trends in Event Engagements
Speaker: Jeff Stanley, Exhibit Surveys
Exhibitors are evolving in how they use exhibitions strategically. Both the uncertain economy and shrinking budgets have been forcing them to re-think their event strategies. In addition other long term factors are also in play including competition for marketing budgets and from new marketing channels. This presentation will be based on experience measuring and consulting with multi-national companies who exhibit in major exhibitions.
Panel Discussion: Buying Behavior / Metrics
Moderator: John Hasbrouck, NewLeads
Panelists: John Mikstay, BPA Worldwide, John Nawn, leading authority on metrics and measurement, and more
In the 2013 Customer Attainment from Event Engagement Study marketers identified the top two challenges they are facing are to make a strong business case for show participation (45%) and to manage the escalating costs and budget/resource requirements of trade shows (39%). To address these issue, marketers are looking to extract more analytics out of each event engagement.
Specifically, marketing would like to see new technologies like analytics tools to track booth visits, length of stay, engagement levels, and the like that will help them track, identify and monitor customer and prospect engagement. This panel discussion will explore aspects of attendee buying behavior and the spectrum of tools and technologies available for attending tracking and analysis.
10:15am - 10:30am Coffee Break
Case Study: Caterpillar's Event Transformation
Speakers: Sam Cooper, Caterpillar and Nicole Hallada, AEM
Watch out events…business measurement is coming. For so long, as marketers ramped up dashboards for digital, social, mobile…just about everything…we have been content to measure events by attendees, sales hearsay and cards dropped in a fishbowl. Those days are over, particularly at Caterpillar. Hear how Caterpillar, with the collaboration of show management at one of their biggest shows of the year, CONEXX/Con-Ag, dug deep into their outcomes for that event and came away with a whole new perspective on the business value of trade shows and events.
This fast moving session will showcase vendors who have new technologies, tools, and processes for monitoring and measuring attendee behavior at exhibitions and events.
Presentation #1 Evan Plotkin, 3D Exhibits
3D Exhibits will dive deep into the usage of interactive technology on the trade show and event floor, showcasing how to make your program go the extra mile, without breaking the bank.
Presentation #2 Chuck Michel, EliteXPO and David Brown, Optima Graphics
Presentation #3 Bob Hughes and Andy Holtzman, The Hughes Group
Presentation #4 John Hasbrouck, New Leads
12:15pm - 1:15pm Networking Lunch
Defining the Event Value Dashboard
2:45-3:30 pmPanel Discussion
The Great Debate: Marketers and Organizers Debate the Costs, Value and Vision for Event Investments
Moderators: Liz Miller, CMO Council and Jim Wurm, E2MA
Three marketers and three event organizers will assemble to discuss and debate exhibit and event industry issues of rising costs, reduced budgets, and the need to validate event spends and extract more value from event engagements.
Final Preparations for Group Reports
4:15-4:45 pmWorking SessionWorkgroup Reports
Closing Remarks / Next Steps
EXPLORE! Networking Reception