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How to Optimize and Measure Trade Show ROI

Skip Cox
Matthew T. Grant
Thu., Nov 8, 2012 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

The demand for accountability for events often drives marketing managers to focus on measuring just their bottom line results. But today's event marketers need to move beyond simply justifying their programs. When it comes to events, marketers need more predictive information to help make strategic and tactical decisions that will lead to smarter allocation of budgets and improved performance—both of which will lead to improved bottom line results.

This PRO seminar will provide marketers with a proven approach to accurately measure the results of their events efforts. Specific measurement tools (surveys, RFID, video analysis, social media analysis, etc.) will be presented to illustrate how to measure objectives of all types and identify strengths and weaknesses.


Skip Cox is CEO of Exhibit Surveys, Inc., a provider of intelligence and measurement services exclusively for the events marketing industry. Skip focuses on client development and serves as the face of Exhibit Surveys in the marketplace. He is also heavily involved with the direct application of these new tools to enhance the strategic and tactical planning for exhibition and event organizers and exhibitors.

Who Should Attend?

Marketing, communications and event marketing management professionals who want to quantify the value of their event and trade show programs. If you're a marketer looking to optimize your events business, this seminar is for you!

What Will You Learn?

  • How to measure the results of your trade shows and events
  • About several different tools that will help in event planning and in measuring results
  • How to benchmark yourself against your competition
  • Strategies to make better decisions

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