YOU'RE INVITED_

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					                                                                     Attend Horst Tondasch's
                                                                       session "Exhibiting in
                                                                     Europe." See page 50.




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YOU’RE INVITED!
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1,000 SHOW-TESTED
SOLUTIONS AT YOUR
FINGERTIPS!
Everything you need to improve the design and delivery of your
trade show and corporate event marketing program.


                       TABLE OF CONTENTS
START HERE!
EXPERT LEARNING FOR EVERY                            NO RISK LEARNING
EXPERIENCE LEVEL                                     EXHIBITOR is the mrst and only industry conference
Whether you’re new to the job or a veteran,          to offer a no-risk, 100% Refund
EXHIBITOR2010’s comprehensive education lets         Guarantee on its entire learning
you customize your curriculum to mt your specimc     experience. Learn what you came
information needs.                                   to learn or your money back.
                                                     No questions. No hassles.
P. 4-5
                                                     P. 17
PROFESSIONAL CERTIFICATION
                                                     CONFERENCE LEARNING TRACKS
Make certimcation your next career move.
                                                     Choose from seven in-depth learning tracks that cover
Enroll in the industry’s only university-afmliated
                                                     the spectrum of problems and challenges every exhibit
professional certimcation program – Certimed
                                                     and corporate event marketing professional faces.
Trade Show Marketer (CTSM).
P. 6-7                                               P. 18-21

EXHIBIT HALL                                         SPECIALTY SESSIONS
                                                     Seven unique ways to supplement your conference
Welcome to North America’s Largest Exhibition of
                                                     learning. You’ll love’em!
Trade Show and Corporate Event
Products and Services! 300                           P. 22-24
Exhibitors – 80,000 square feet!
                                                     200+ SESSIONS
P. 10-12                                             Create your own personalized curriculum to mt your
                                                     specimc information needs. Complete course
THE SQUARE                                           descriptions Sunday through Thursday.
The center of the EXHIBITOR2010 Community of 6,000
Trade Show and Corporate Event Professionals from
                                                     P. 27-63
50 states and 29 countries.
P. 13
                                                     2010 CTSM CURRICULUM SCHEDULING GUIDE
NETWORKING EVENTS                                    P. 65
Expand your career network instantly!
Meet 6,000 event marketing professionals             HOTEL AND TRAVEL P. 66
who “do what you do.”
                                                     CONFERENCE REGISTRATION FORM P. 67
P. 14-15
                                                     SCHEDULE BUILDER PULL-OUT WORKSHEET
                                                     W1-W4




                                                                                                             3
    EXPERT LEARNING FOR
    EVERY EXPERIENCE LEVEL
    Whether you’re new to the job or a 10-year veteran, do three shows or 300 a year, manage
    a mega-budget or survive on a shoestring, EXHIBITOR2010’s comprehensive education lets
    you customize your curriculum to mt your specimc information needs.




                             ROOKIE                                                      LONE RANGER
      Your mrst year on the job? First show still ringing in your ears?    It’s on you. You’re the company’s one-person, do-it-all event
         Lots of confusion, few answers? Get help here, fast.                    marketing department. Talk about balls in the air!
                                                                                          We can help you keep them up.


      “ As Show Rookies Quick Start Program
      Trade
            a mrst-time attendee, the
                                                                          “don’t have a trade show department.
                                                                          I
                                                                            We’re a very small company and

      was crucial for me. This gave me all                                After attending EXHIBITOR2009,
      of the information to go out and manage                             everything I knew and had previously
      an entire trade show program. I took                                been doing went out the window! The
      all required CTSM coursework during                                 training is top of the line and the Exhibit
      EXHIBITOR2009 and I was impressed                                   Hall is outstanding. Best of all, there are
      by the caliber of these courses - it’s                              people who do what I do - and these
      empowered me to promote new                                         people are passionate and energized.
      program ideas!
                               ”                                          Without a doubt, we’ll be back in 2010.                    ”
      Richelle Eccles (CTSM candidate)                                    Rick Dykstra
      Communications Rep.                                                 Assistant Director
      Kerry Ingredients and Flavours                                      Geary County, KS Convention & Visitors Bureau

4                         CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
             Ü B E R- ACHIEV ER                                        TRADE SHOW WARRIOR
     You love to learn, you love crossing mnish lines, setting                   You’ve seen it all, tried it all.
     goals and breaking records. Performance is your game.               There’s nothing new to learn, right? Not true!
   Continuous improvement will become your new middle name.


  “ of training intomy life. I have a BA and
  lot
      I’d just like say that I’ve taken a
                                                                  “ I’veyears and I neverEXHIBITOR
                                                                  for 19
                                                                         been attending
                                                                                          fail to learn
  an MBA and tend to be very much a                                something new within the mrst hour.
  “training junkie.” Your curriculum is an                         While a lot of best practices stay the
  exceptional one for trade show and event                         same, new techniques and trends are
  managers who want to dramatically                                always emerging, and I need to stay on
  improve their program performance.                               top of them if I want to stay marketable
  Your instructors are excellent and the
  depth of coverage fantastic. Your content
                                                                   in today’s economy.
                                                                                                 ”
                                                                   Gail C. Hernandez, CTSM
  is exactly what we need!
                                         ”                         Marketing Coordinator
  Dana Austin, CTSM                                                Merchants Leasing
  Media & Event Planner
  Fike Corporation

AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                             5
    PROFESSIONAL                                                                                     CERTIFIED TRADE SHOW MA

    CERTIFICATION
    THE ONLY UNIVERSITY-AFFILIATED
    CERTIFICATION PROGRAM IN THE
    TRADE SHOW INDUSTRY.

    Certimed Trade Show Marketer (CTSM)
    is a comprehensive certimcation
    program designed to help you expand
    your knowledge, income potential
    and career recognition.


    WHAT WILL I GET OUT OF IT?
    CREDIBILITY. RESPECT. EARNING POWER.
    CTSM produces graduates who have earned
    their place in an elite group of professionals.
    They have more upward momentum than their
    peers, getting more frequent promotions, and
    receiving recognition within their company for
    their knowledge and expertise.




    YOUR NEXT BRILLIANT CAREER MOVE
             “To me, certimcation                                     18%                                             “The CTSM program has
             means a Masters Degree                                                                                   revealed ways I can improve
                                                                 HIGHER WAGES!
             in the trade show industry,                                                                              myself, my job, and has
    and my management team views it                           INDUSTRY PROFESSIONALS EARNING                given me a step-by-step plan for
    that way as well.”                                          CERTIFICATION ENJOY SALARIES
                                                                AVERAGING 18 PERCENT HIGHER                 career development. My career is
    JESSICA BRUSAW, CTSM
    Director, Marketing Communications                        THAN THEIR ACRONYM-FREE PEERS.                my responsibility, and I am glad I
    I.D. Systems, Inc.
                                                                 *EXHIBITOR magazine’s 2009 salary survey   invested the time in the program.”
                                                                                                            SHARON GOODWIN DEWOLFE, CTSM
                                                                                                            Marketing Communications Event Specialist
                                                                                                            Jacobsen, a Textron Company




6                                   CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
RKETER                 ACCREDITATION
                       The 23-seminar required core curriculum and mve elective
                       seminars, including courses in Strategic Financial Planning,
                                                                                                    GETTING
                       ROI Analysis, Event and Trade Show Synergy and more, will
                       have both you and your employer reaping clear mnancial
                                                                                                   STARTED ...
                       benemts from your increased knowledge and skills.
                       All courses are taught by some of the industry’s most                 FOR FREQUENTLY
                       prominent leaders and innovators, under the direction of
                       an independent review board in conjunction with Northern              ASKED QUESTIONS
                       Illinois University Outreach.
                                                                                                        AND
                       HOW DO I FIT CTSM INTO MY LIFE?                                   THE 2010 CURRICULUM
                       YOU LEARN AT YOUR PACE.
                       COMPLETE THE PROGRAM IN YOUR OWN TIME FRAME.                       SCHEDULING GUIDE
                       We know your job is already demanding. Although rigorous,
                       the certimcation process is designed specimcally for people
                       in fast-paced positions who don’t have a lot of free time.
                       Move through the program at your own pace, typically from
                                                                                                   SEE PAGES
                       one to three years. Mentors are available for those who
                       request one, and graduate advisors will assist you through
                                                                                                     64-65
                       your portfolio development.

                       Designed for the working professional, CTSM classes are
                       offered at EXHIBITOR2010 and at EXHIBITORFastTrak
                       conferences throughout the year.




            2,375                                        “I am so honored to join                         CTSM
                                                         the elite ranks of CTSM                        PROGRAM
         TRADE SHOW                                                                                     ACTIVITIES
                                                         graduates. This program
        PROFESSIONALS!                        has provided a solid foundation upon
                                                                                                    AT EXHIBITOR2010
                                                                                                       SPONSORED BY
           ARE CURRENTLY ENROLLED             which we have been able to create an
            IN THE CTSM PROGRAM.              effective exhibit program.”
                                              DONNA LOGBACK, CTSM, CMP
                                              Marketing Manager
                                              Florence Manufacturing Company




   AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                       7
CONNECTIONS
TAKE CHARGE OF YOUR NETWORK EXPERIENCE!
CONNECT, CONSPIRE AND CONQUER.

IN THIS SECTION YOU’LL FIND:
EXHIBIT HALL:
DON’T MISS IT! It’s the fastest, least expensive way to mnd new suppliers and
cutting-edge products and services while shortening your search time and lowering
your resource acquisition cost.
• PRODUCT CATEGORIES
• NEW PRODUCTS
• EXHIBIT HALL HOURS
P. 10-12


THE SQUARE:
The Square is the place to catch up on the latest news, get a glimpse of the innovative
products on the show noor, and much more.
P. 13



NETWORKING EVENTS:
Expand your career network instantly! Meet 6,000 event marketing professionals
who “do what you do.”
• FIRST-TIMERS AND CTSM ORIENTATION
• WELCOME RECEPTION
• AFTER-HOURS WITH SUPPLIERS
• DINNER WITH STRANGERS
P. 14-15




                                                                                          9
     EXHIBIT
     HALL
     Welcome to North America’s
     Largest Exhibition of
     Trade Show and
     Corporate Event
     Products and Services!
     300 EXHIBITORS
     80,000 SQUARE FEET


     THREE EXCITING
     DAYS OF EXHIBITS,
     DEMOS, AND
     NEW RESOURCES
     ON DISPLAY:
     MONDAY, MARCH 15
     11:30 AM – 3:30 PM
     TUESDAY, MARCH 16
     11:30 AM – 3:30 PM
     WEDNESDAY, MARCH 17
     11:30 AM – 3:30 PM
     EXCLUSIVE SHOPPING TIME
     TWELVE HOURS OF EXCLUSIVE EXHIBIT HALL
     TIME – NO SESSION OVERLAP!

     FOR DEALERS AND DISTRIBUTORS ONLY
     EXCLUSIVE EXHIBIT HALL HOURS
     TUESDAY, MARCH 16, 9:30 AM – 11:30 AM
10          QUESTIONS ABOUT EXHIBITING? CALL HALL-ERICKSON: 877.394.2114 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
                                                                                       IT’S ALL HERE
                                                                                       Ceiling/Spaceframe Structures   Multimedia
                                                                                       3-D Sound, Video                Holographic Imaging
                                                                                       Transportation/Shipping         Lead Management
                                                                                          Services                        Systems/Registration
                                                                                       Promotional Items               Exhibit Program
                                                                                       Turntables                         Management Software
                                                                                       General Service Contractor      International Services
                                                                                       Advertising Specialties         Corporate Events
                                                                                       Simulation                      Tensioned Fabric Structures
                                                                                                                          and Tents
                                                                                       Air Freight
                                                                                                                       Exhibit Rental
                                                                                       Trafmc Builder
                                                                                                                       Association
                                                                                       Website Design
                                                                                                                       Experiential Theatre
                                                                                       Audiovisual Equipment
                                                                                                                       Lightboxes
                                                                                       Staging
                                                                                                                       Fiber Optics
                                                                                       Audiovisual Producers
                                                                                          & Services                   Imagineering
                                                                                       Bags-Canvas,                    Flooring
                                                                                          Nylon, Plastic               Furniture Rental
                                                                                       Computer Rental                 Installation & Dismantle
                                                                                       Photographic Labs/              Decorator/Contractor
                                                                                          Services                     Interactive Video
                                                                                       Decorations/Corporate               Production/ Videowalls/
                                                                                          Events                           Waterwalls
                                                                                       Presentation Equipment          International Exhibit
                                                                                          & Software                       Producers
                                                                                       Banners, Innatables             Internet Products/Services
                                                                                       Custom Carpet Service           Kiosks
                                                                                       Booth Apparel/Logowear          Lamination
                                                                                       Entertainment/Entertainers      Mobile Marketing Vehicle
                                                                                       Cabinetry                         & Design
                                                                                       Cases/Shipping & Display        Laser Animation &
                                                                                                                          Displays
                                                                                       Projection & Aerial Lasers
                                                                                                                       Literature Displays
                                                                                       Communications
                                                                                         Equipment Rental              Magician
                                                                                       Communications/Mktg             Modular Systems
                                                                                         Consultant                    Permanent Installations
                                                                                       Computer Controlled Lighting    Photographers
                                                                                         & Sound                       Point of Purchase Displays
                                                                                       Computer Projection             Pop-Up Displays/
                                                                                       Exhibit & Event Marketing          Tabletop Exhibits
                                                                                          Consultant                   Portable Exhibits
                                                                                       Computer Software               Promotion Agency
                                                                                       RFID Wireless                   Robots
                                                                                       Corporate Event Services        Career & Ofmce Products
                                                                                       Corporate Exhibits              Security/Greeters/Ushers
                                                                                       Decorations/Events              Trade Show Performance &
                                                                                       Destination Management             Audience Promle Surveys
                                                                                       Model/Hostess/Temp.             Exhibit Refurbishment
                                                                                         Personnel                     Training Programs/
                                                                                       Display Fabrics/Fasteners          Exhibit Staff
                                                                                       Event & Exhibit                 Virtual Reality
                                                                                          Management                   Live Presentations/
                                                                                       Lighting                            Demonstrations
                                                                                       Event Production Company        Personal Digital Assistants
                                                                                       Exhibit Construction            Visual Merchandising
                                                                                          Materials                       Products/Retail
                                                                                       Custom Exhibit Builder          Industry Education
                                                                                       Exhibit Design                  Meeting Sites &
                                                                                       Exhibit Graphics/Signage          Hospitality Venues
                                                                                       Printing                        Floral Services
                                                                                       Exhibit Hall, Facility, Hotel   and more….

AMERICA’S LARGEST EXHIBITION OF TRADE SHOW AND EVENT MARKETING PRODUCTS AND SERVICES                                                                 11
     EXHIBIT HALL (CONT.)

     NEW PRODUCTS
     If it’s new or innovative, you’ll
     mnd it at EXHIBITOR2010.
     Year after year, EXHIBITOR’s
     New Product Showcase
     delivers the industry’s largest
     collection of new trade show
     and corporate event products
     and services making their
     public debut.




      PRODUCT LOCATOR
      Product locator kiosks in The Square
      and Exhibit Hall feature keyword
      search, new product showcase
      entries and exhibitors with Green
      products and International
      Services. Or you may pre-plan
      your Exhibit Hall visit at
      www.EXHIBITOR2010.com/
      exhibithall


      BUYERS CHOICE
      The best new products earn the
      coveted buyers choice award.

12             DISCOVER THE NEWEST PRODUCTS AND EXPLORE 300+ VENDORS. GO TO EXHIBIT HALL PREVIEW: WWW.EXHIBITOR2010.COM/EXHIBITHALL
  THE                                      The center of the EXHIBITOR2010 Community of
                                           6,000 Trade Show and Corporate Event Professionals
  SQUARE                                   from 50 states and 29 countries.




                                                                                       MEET ME AT THE SQUARE
                                                                                       The place to find what you need.
                                                                                       Shop the bookstore, stay in touch
                                                                                       at the e-center, make a dinner
                                                                                       reservation, meet key contacts,
                                                                                       get a glimpse of the best of
                                                                                       EXHIBITOR2010 or catch up on
                                                                                       the latest news. The Square is the
                                                                                       epicenter of the week’s activity
                                                                                       and buzz.

AMERICA’S LARGEST EXHIBITION OF TRADE SHOW AND EVENT MARKETING PRODUCTS AND SERVICES                                        13
     NETWORKING
     EVENTS
     Expand your network by connecting with people who
     “do what you do.” At EXHIBITOR2010, these special events
     are designed to maximize your opportunity for meeting
     contacts and enhancing your learning experience.



     FIRST-TIMERS AND AFTER-HOURS
     CTSM ORIENTATION WITH SUPPLIERS
     SUNDAY, MARCH 14,                               The Exhibit Hall’s most skilled
     4:45 PM – 5:30 PM                               practitioners of face-to-face
                                                     marketing provide their own showcase
     We’ll tell you how to get the most              of corporate events. Dozens of
     out of EXHIBITOR2010 to make it an              hospitality events highlight the week.
     awesome learning experience. Get the
     scoop on “can’t miss” events, tips
     from the show producer and ideas of
     how to mt it all in and have fun.
     Win a $500.00 American Express Gift Card!
                     The drawing will be held
                     at the end of the orientation
                      session, and winner must
                      be present to win.



     WELCOME
     RECEPTION                                       One of the most popular EXHIBITOR
                                                     traditions! Enjoy the company of
     MONDAY, MARCH 15,
                                                     attendees, speakers, and exhibitors
     6:30 PM – 8:00 PM
                                                     you might not otherwise meet in
     Don’t miss the excitement of the                the relaxed setting of a shared meal.
     event’s most anticipated networking             Dinner with Strangers happens
     event. Catch up with old friends over           every night, Sunday-Wednesday.
     cocktails, plan a get-together with
     colleagues or simply hangout and
     meet new people.
14                           CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS   15
CONFERENCE
AT-A-GLANCE
THE FASTEST WAY TO OPTIMIZE YOUR EXHIBIT
AND CORPORATE EVENT MARKETING STRATEGY.

IN THIS SECTION YOU’LL FIND:

CONFERENCE LEARNING TRACKS:
Choose from seven in-depth learning tracks that cover the spectrum of problems and
challenges every exhibit and corporate event marketing professional faces.
• MEASUREMENT AND RESULTS             • PERSONAL AND CAREER
• PLANNING AND EXECUTION              • EXHIBITS AND EXPERIENCES
• MARKETING AND COMMUNICATIONS        • GLOBAL
• CORPORATE EVENTS
P. 18-21


SPECIALTY SESSIONS:
Seven unique ways to supplement your conference learning. You’ll love’em!
• GREEN SERIES                        • AUTHOR SERIES
• FIELD TRIP SERIES                   • PROFILES IN EXCELLENCE CASE STUDY SERIES
• ADVANCED LEARNING SERIES            • WORKSHOP INTENSIVE SERIES
• PEER2PEER ROUNDTABLES
P. 22-24



NO RISK LEARNING
EXHIBITOR is the mrst and only industry conference to offer
a no-risk, 100% Refund Guarantee on its entire learning
experience. Learn what you came to learn or your money back.
No questions. No hassles.


                                                                                     17
     LEARNING
                                                                                                                                   Each of our education sessions mts into one
                                                                                                                                   or more LEARNING TRACKS to help you focus

     TRACKS                                                                                                                        on your objectives and get the most out of the
                                                                                                                                   curriculum you select.
     100 COURSES                                                                                                                   200 COURSES
     MEASUREMENT AND RESULTS                                                                                                       PLANNING AND EXECUTION
     Discover how to generate reliable ROI data to boost                                                                           From strategy to logistics, with budgeting in-between. Plan
     your program.                                                                                                                 for success, improve performance and manage your risks.
     SUNDAY                                                                                                                        SUNDAY
     S101        Half-Day Workshop: Overcoming the Fear of ROI ............................................29                      S201         All-Day Workshop: Trade Show Rookies “Quick-Start” Program ......................27
     MONDAY                                                                                                                        S204         Half-Day Workshop: Stop Wasting Time –
     M10510 Using Surveys to Measure Your Performance in                                                                                        Organize Your Planning with Templates ...........................................................29
            Trade Shows and Events CTSM.......................................................................34                   S205         Half-Day Workshop & Advanced Learning Session:
     M106 Trade Show Objectives and Performance Measurement .................................31                                                 The SMART Event and Trade Show Strategists Toolkit .....................................27
     M110 Metrics Matter: Choosing Measurement Tools                                                                               S207         Half-Day Workshop & Advanced Learning Session: The Partnership Pathway:
            That Will Best Evaluate Your Program .............................................................36                                Understanding, Evaluating and Strengthening Your Supplier Relationships......27
     M113 A Lead is Only a Lead if It Leads to Something ................................................34                        S208         Half-Day Workshop & Advanced Learning Session: Using Information,
     M118 Promle In Excellence: Philips Healthcare: Merging RFID with Research                                                                  Intelligence and Politics to Effectively Plan Your
            to Measure Behavior and Results NEW ..........................................................36                                    Trade Show Program CTSM 5..........................................................................29
     M120 Power Play: Sales Leads Are Why You Exhibit..................................................31                          S219         Half-Day Workshop: Creating an Exhibit Program for the Government
                                                                                                                                                and Not-For-Promt Exhibitor NEW ....................................................................29
     TUESDAY                                                                                                                       S224         Half-Day Workshop: Times Have Changed–You Need to Change, Too NEW .....27
     T103        Lead Follow-Up—STOP the Blame Game NEW...............................................40
     T105        Advanced Learning Session: Senior Roundtable: Event-Mix                                                           MONDAY
                 Strategy Decisions...........................................................................................45   M20210       Basic Project Management and Reporting Skills CTSM ..................................37
     T112        Avoid Survey SNAFU........................................................................................40      M20310       The Nuts and Bolts of Budgeting for Results CTSM .........................................31
     T114        Hewlett-Packard Measurement Case Study ....................................................42                     M20410       Don’t Skip the Meetings – Pre-, At-, and Post-: Guideposts to Success CTSM.....37
     T116        Maximizing ROI Starts With a Numbers-Based                                                                        M20610       Show Operation Basics – Part I: Pre-Show Planning CTSM ............................31
                 Trade Show Plan NEW CTSM 5 .......................................................................43
     T119        The Power of the Plan .....................................................................................45
     WEDNESDAY                                                                                                                     300 COURSES
     W102   Build Your Measurement Program ...................................................................48
     W104   Advanced Learning Session: Measurement –                                                                               MARKETING AND COMMUNICATIONS
            Did the Strategies and Tactics Work? ..............................................................50
     W10510 Using Surveys to Measure Your Performance in Trade
                                                                                                                                   Reaching the customer – it’s the end game. Explore how
            Shows and Events CTSM ................................................................................53               you can be more effective at getting your message out.
     W107 Online Lead Management at Trade Shows: Getting Better Results...................48
     W10810 How To Measure the Value of Trade Show Participation CTSM ........................51                                   SUNDAY
     W111 Advanced Learning Session: Senior Roundtable: Understanding Attendee                                                     S301         Half-Day Workshop: Your Life After Logistics ...................................................27
            Interests, Behavior and Preferences to Increase Revenue CTSM 5 .................53                                     S302         Half-Day Workshop: Developing and Delivering
     W117 Four Strategic Pillars of a Results-Driven Exhibit Program...............................48                                           Customer-Centric Messaging NEW..................................................................29
                                                                                                                                   S303         Half-Day Workshop: Micro-Casting: A Laser Beam Approach to
     THURSDAY
                                                                                                                                                Pre-Show Marketing .......................................................................................29
     R108   Break Through the Measurement
                                                                                                                                   S304         Half-Day Workshop: Developing and Writing Your Marketing Plan ...................27
            Mystique with this Six-Step Process ...............................................................58
                                                                                                                                   S330         Half-Day Workshop & Advanced Learning Session: Using Web Tools
     R10810 How To Measure the Value of Trade Show Participation CTSM ........................58
                                                                                                                                                to Increase Event Success ..............................................................................30
     R109   Keep Your Best Leads Out of the Trash and Convert Them to Customers.........56
     R115   How To Create Event Communications That Attract and                                                                    MONDAY
            Sell Customers...and Even Impress the Company President ...........................62                                  M306   Field Trip: Strategic Sales Tools: The Benemts of Executive
     R121   Promle in Excellence: BJ Services Company:                                                                                    Briemng Center Programs ................................................................................33
            Exhibit, Measure, Learn and Change NEW.......................................................56                        M313 Creating Winning Direct Mail Promotions: Back to Basics
                                                                                                                                          to Improve Response.......................................................................................34
                                                                                                                                   M315 Bridging the Gap Between Sales and Marketing ..............................................32
                                                                                                                                   M31510 Integrated Marketing Communications CTSM ................................................35
     NEW More than 70 brand new sessions                                                                                           M316 Using Social Media & Guerilla Marketing to Drive Booth Trafmc NEW ..............35
     CTSM Required sessions for CTSM certimcation
     CTSM 5 Optional sessions for CTSM candidates with 5 years experience

18                                                       RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
M209         Best Practices - Producing Outstanding Results NEW .....................................31                    WEDNESDAY
M20910       Show Operation Basics – Part II: On-Site Implementation CTSM ....................34                           W20110       Selecting the Right Shows: The Critical Decision CTSM ..................................51
M215         Trade Shows: The Big Picture NEW .................................................................34          W206         Exhibit Manager Tool Kit ..................................................................................54
M220         Is Your Procurement Department Innuencing Your Marketing Goals? NEW ......34                                  W20610       Show Operation Basics – Part I: Pre-Show Planning CTSM ............................48
M225         The RFP Experience Clinic ...............................................................................31   W20910       Show Operation Basics – Part II: On-Site Implementation CTSM ...................51
M226         The RFP Experience Clinic (continued) ............................................................34          W211         EAC’s (Exhibitor Advisory Committee) - Why Participate? NEW .......................54
M231         Is There a Technology Doctor in the House?.....................................................37             W214         Advanced Learning Session: Technology in Events: The Business Case,
TUESDAY                                                                                                                                 Benemts and Best Practices NEW....................................................................48
T20110 Selecting the Right Shows: The Critical Decision CTSM ...................................43                         W222         More Impact, Lower Cost: How Renting Your Next Exhibit Can Help
T20210 Basic Project Management and Reporting Skills CTSM ...................................45                                         Create More Results with Fewer Resources.....................................................48
T203   Exhibit Transportation: Understanding Industry Changes                                                              W223         Promle In Excellence: SEIU: Event Dashboard and Governance
       in Getting Your Show on the Road....................................................................43                           Transforms Events and Business Results NEW ...............................................51
T20310 The Nuts and Bolts of Budgeting for Results CTSM ........................................40                         W229         Control Your Costs! Real World Cost Saving Tips .............................................54
T20710 Exhibiting and the Law: What You Need to Know CTSM ...................................40                            THURSDAY
T210   Promle In Excellence: Siemens Healthcare and Iatric Systems:                                                        R202         Mr. Green’s Practical Guide to Green Exhibiting NEW ......................................56
       Large Company, Small Company - Leveling the Playing Field NEW .................43                                   R20410       Don’t Skip the Meetings – Pre-, At-, and Post-: Guideposts to Success CTSM .....56
T212   Squeezing Pennies and Making Dollars: Where to Cut Your                                                             R20710       Exhibiting and the Law: What You Need to Know CTSM ...................................58
       Budget in a Tight Economy NEW .....................................................................45               R21310       Beyond the Basics of Booth Selling CTSM ......................................................60
T213   Big or Small: This Nine-Step Plan Covers it All! ...............................................40                  R216         RFIs and RFPs: Asking the Right Questions – Choosing the Right Partner
T21310 Beyond the Basics of Booth Selling CTSM .......................................................46                                (A Supplier Perspective) CTSM 5 ...................................................................59
T218   Identifying, Evaluating, Selecting and Managing an I&D Labor Supplier NEW ..43                                      R217         Evaluating and Working with Your General Contractor to
T228   Conducting a Pre-Show Strategic Briemng .......................................................40                                Ensure a Flawless Corporate Event NEW.........................................................60
T232   Advanced Learning Session: Advancing the “Greenness”                                                                R221         Using Financial Modeling to Get the Best Results NEW ...................................62
       of Your Event NEW ..........................................................................................46      R227         Agency Partners: Serial Monogamy vs. Speed Dating NEW .............................61
T233   We Respectfully Agree to Disagree – The Event                                                                       R230         Best People Forward: How to Send a ‘World Class’
       Contract and Points of Friction NEW................................................................41                            Exhibit Staff to Your Next Show NEW ...............................................................62



M317         Is Your Program Current, Relevant and of Value in the                                                         W311   Ten Key Steps to Developing Trade Show and Marketing
             New Business “Normal”? NEW .......................................................................32                 Communications Strategies ............................................................................54
M321         Emerging Best Practices: Virtual Events NEW .................................................37               W31110 How To Grow Your Brand: Incorporating Brand Marketing
M322         Customer-Driven (and Personal) Excellence....................................................37                      into Your Exhibit Program CTSM ......................................................................49
M324         Using Web Tools To Increase Event Success ...................................................32               W31210 Realizing Your Public Relations Potential CTSM...............................................54
M331         Advanced Learning Session: Exhibit Thinking 2.0 NEW ...................................37                     W326 Social Media Marketing – How Can I Use YouTube, LinkedIn,
TUESDAY                                                                                                                           Squidoo and Others to Promote My Meeting and/or Company .........................54
T307         Exhibiting Strategically – Surviving the Changes – Part I ................................41                  W332 How To Develop and Evaluate Trade Show Presentations and
T308         Exhibiting Strategically – Surviving the Changes – Part II ..............................43                          Demonstrations: The PICS Presentation Idea Creation System NEW ...............49
T30810       Business Marketing Strategies and Trade Shows CTSM ..................................46                       W334 Techniques for Creating Ideas That Generate Customer Loyalty
T314         Using Target Audience Promles to Create Memorable Events                                                             and Drive Results NEW ...................................................................................55
             that Drive Results CTSM 5 ..............................................................................44    THURSDAY
T319         How Public Relations Can Strengthen Your Trade Show                                                           R305   Advanced Learning Session: Proactive Learning: Taking Lessons
             Presence: A Beginner’s Guide..........................................................................46             from Everyday Life...........................................................................................56
T320         Attendees Are People Too! Consumer Insights to Crack the Code                                                 R31110 How To Grow Your Brand: Incorporating Brand Marketing
             for Your Trade Show Audience NEW ................................................................46                  into Your Exhibit Program CTSM ......................................................................56
T327         The One Per Cent Solution: Ignore the Masses and Focus on Key Attendees ...41                                 R312   Targeted, Tailored and Timely – Innovations in Direct Mail..............................61
T329         Creative Success 101: Do It Right, Don’t Do It Over NEW ................................41                    R31210 Realizing Your Public Relations Potential CTSM...............................................61
T333         Authors Executive Series and Advanced Learning Session:                                                       R31510 Integrated Marketing Communications CTSM .................................................62
             Brainstorms and Rainstorms NEW ..................................................................44           R318   What’s Next for Brand Experience? ..................................................................59
WEDNESDAY                                                                                                                  R323   State of the Art Eight Step Pre-Show Marketing System NEW..........................59
W30810 Business Marketing Strategies and Trade Shows CTSM ..................................49                             R325   Understanding Your Audience and Selecting the Best Face-to-Face
W309 Social Media - Legal and PR Issues NEW ........................................................51                            Meeting to Maximize Return on Investment ....................................................59
W310 A Rookie’s Seven Deadly Sins .........................................................................52              R328   The Six Biggest Mistakes People Make in Preparing
                                                                                                                                  Trade Show Content NEW ...............................................................................63

   EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                                                                                                     19
     400 COURSES                                                                                                            500 COURSES
     CORPORATE EVENTS                                                                                                       PERSONAL AND CAREER
     In face-to-face marketing, there is always a new milestone                                                             Find success, both in and out of the ofmce. Nurture your
     in creativity, customer connection, and great ROI.                                                                     strengths, enhance creativity and learn to shine – with no limits.

     SUNDAY                                                                                                                 SUNDAY
     S404         Half-Day Workshop: Leveraging Social Media in Events to Drive Better                                      S502        Half-Day Workshop: Women in Command: A Business
                  Engagement and Results NEW .......................................................................28                  Guide for the Successful Woman ....................................................................28
     S411         Half-Day Workshop & Advanced Learning Session:                                                            S523        Authors Executive Series, Half-Day Workshop and Advanced
                  How to Throw Standing Room Only Special Events NEW ................................30                                 Learning Session: Building Brand YOU NEW ...................................................28
     S415         Half-Day Workshop & Advanced Learning Session: Strategic Expansion                                        MONDAY
                  of Event Marketing—Making the Case to Management NEW .........................28                          M501        Managing the Millennial Generation NEW ........................................................38
     S418         Half-Day Workshop: Negotiating and Contracting the Top Issues                                             M507        Advanced Learning Session: Managing in a Changing Environment ................38
                  in Event and Meeting Contracts ......................................................................30   M517        Career Moves in a Tough Economy NEW ........................................................38
     MONDAY                                                                                                                 M520        Essential Supervisory Skills ............................................................................32
     M407         Advanced Learning Session: Transitioning from Event Marketing                                             M522        Ethics in Organizations CTSM 5 .....................................................................35
                  to Experience Marketing NEW..........................................................................32   M527        A Piece of Peace: From Stress to Success – Part I ..........................................33
     M408         Advanced Learning Session: Transitioning from Event Marketing                                             M528        A Piece of Peace: Personal Energy Renewal – Part II ......................................35
                  to Experience Marketing (continued) NEW .......................................................35         TUESDAY
     M412         Promle In Excellence: Intel: Crafting Valuable Attendee Experiences NEW ........32                        T516        Become the Authority–Expertise is in the Eye of the Beholder NEW ................44
     M414         Don’t Let Green Make You See Red .................................................................38      T519        Excellence Exchange: Meetings that Work! NEW ............................................47
     M416         Advanced Learning Session: How To Throw                                                                   T521        Labyrinths – A Path to Stress Relief ...............................................................41
                  Responsible Customer Events NEW ...............................................................38         T52110      Negotiating Skills to Win CTSM ......................................................................42
     M420         Meeting and Event Contracts: What Happens After Signature? CTSM 5...........35                            T52310      Communicating With Others: Essentials for Success CTSM ...........................44
     TUESDAY                                                                                                                WEDNESDAY
     T406   Field Trip: The Best Thing is Being There –                                                                     W505        Authors Executive Series: Cre8tive Leadership - Fostering
            Site Inspection Workshop CTSM 5 ..................................................................42                        a Mindset of Innovation NEW .........................................................................49
     T409   Top Five Trends Innuencing Your Events .........................................................46              W508        Organizing 101: Business and Residential Organizing .....................................55
     T413   Bottom-Line Boost: Creative and Effective Sponsorship Development                                               W509        Getting Started in Consulting – Things to Consider .........................................52
            for a Promtable Event CTSM 5 ........................................................................41         W510        What’s Love Got to Do With It? A New Way
     T417   Event Technology for Tomorrow’s Event Planner/Exhibit Manager NEW ..........47                                              of Improving Your Business Relationships ......................................................50
     T41910 Liquor Liability and the Law: What You Need to Know CTSM ..........................44                           W512        Leadership: How Would I Know It If I See It? ...................................................55
     WEDNESDAY                                                                                                              W513        It’s All About Possibilities ...............................................................................50
     W402   Authors Executive Series: Meetings 2.0: How Web 2.0                                                             W515        Moving from Mere Provider to Trusted Advisor:
            and Social Media Will Change the Face of the Events Industry NEW ...............52                                          Five Steps to Moving from Optional to Indispensable ......................................52
     W403 Risk Management NEW ..................................................................................49          W525        Authors Executive Series: Be Curious First–
     W410 Successfully Incorporate Celebrities and Entertainment into Your Events .......55                                             the World’s Simplest Strategy for Unlocking Great Ideas .................................52
     W41610 The Basics of Event Planning and Management CTSM ...................................49                          THURSDAY
     W41710 The Basics of Event Logistics and Implementation CTSM ...............................52                         R503   Half-Day Workshop: So You Want to be a Consultant? Taking the
     THURSDAY                                                                                                                      Leap from Corporate to Freelance NEW ..........................................................62
     R401   Opportunist Learning–Spotting Useful Event Practices                                                            R504   Half-Day Workshop: Organizing 201: Papers, Piles, and Procrastination ........58
            in Other Industries NEW .................................................................................57     R506   Essential Energy – Amplifying Your Health and Effectiveness .........................63
     R405   Field Trip: Taking Your Events Offsite – Unique Venues ..................................58                     R511   Stress Right – Capitalizing on the Stress of a Crazy, Busy World ....................57
     R406   Field Trip: The Best Thing is Being There –                                                                     R514   Preparing, Developing, and Submitting a Quality CTSM Portfolio ....................57
            Site Inspection Workshop CTSM 5 ..................................................................58            R518   How To Be Deliriously (OK...Reasonably) Happy at Work ................................61
     R419   RFID 101: The Basics of RFID and the Benemts of the Technology in Events ...63                                  R52110 Negotiating Skills to Win CTSM ......................................................................59
     R41910 Liquor Liability and the Law: What You Need to Know CTSM ..........................61                           R52310 Communicating With Others: Essentials for Success CTSM ...........................63
                                                                                                                            R526   Leverage Your Network, Advance Your Career ................................................60




     NEW More than 70 brand new sessions
     CTSM Required sessions for CTSM certimcation
     CTSM 5 Optional sessions for CTSM candidates with 5 years experience


20                                                     RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
  600 COURSES
                                                                                                                        T607   Advanced Learning Session: Insights in Innovation ........................................42
  EXHIBITS AND EXPERIENCES                                                                                              T608   Advanced Learning Session: Insights in Innovation (continued) .....................44
                                                                                                                        T611   Use of Lighting and AV Technology to Create Memorable Experiences:
  Learn how experiential marketing can leverage the power                                                                      Understanding the Terminology ......................................................................44
  of the face-to-face encounter to increase success.                                                                    T61710 Graphics Boot Camp: What Every Event Manager Should Know CTSM ............42
                                                                                                                        T618   Copywriting for Exhibits NEW .........................................................................42
                                                                                                                        T61910 Exhibit Design – from Concept to Completion CTSM .......................................45
  SUNDAY                                                                                                                T62410 Green Trade Shows NEW CTSM .....................................................................47
  S602         Half-Day Workshop: Build a Better Booth Design ............................................30
  S615         Half-Day Workshop: DIY Creativity Workshop NEW .........................................28
                                                                                                                        WEDNESDAY
                                                                                                                        W605   Truth or Consequences: Deciphering Green Event Facts from Fiction NEW .....53
  S616         Half-Day Workshop & Advanced Learning Session: Attendee-Centered
                                                                                                                        W612   What We Don’t Do Yet: Creating Innovative Exhibit
               Exhibit Strategies: Understanding Audience Behavior and Crowd
                                                                                                                               and Event Experiences CTSM 5 ......................................................................50
               Dynamics to Make Your Exhibit More Effective ...............................................28
                                                                                                                        W613 What We Don’t Do Yet: Creating Innovative Exhibit and Event
  S630         Half-Day Workshop: What Box? .......................................................................30
                                                                                                                               Experiences (continued) CTSM 5 ....................................................................53
  MONDAY                                                                                                                W617 Technology WOW! ...........................................................................................55
  M603   Authors Executive Series: Authenticity is the New Quality ..............................38                     W623 Soft Space: Integrating Design and Media to
  M610   Inside the Attendee’s Mind: A Trip Down Memory Lane ..................................36                              Tell More Effective Brand Stories NEW ............................................................55
  M614   The Experience is the Message – Story, Drama and Your Brand                                                    W62410 Green Trade Shows NEW CTSM .....................................................................55
         in Experiential Marketing CTSM 5....................................................................39         W625 Extreme Exhibit Makeover – From Sterile to Spectacular ................................53
  M61710 Graphics Boot Camp: What Every Event Manager Should Know CTSM ...........33                                    W627 Technology Tools for Increased Immersion on a Limited Budget .....................50
  M619 Advanced Learning Session: Marketing Communications to Social Audience                                           W629 Field Trip: Lighting Application ........................................................................50
         Engagement - The Changing Event Landscape NEW ....................................33
  M61910 Exhibit Design – from Concept to Completion CTSM .......................................39
                                                                                                                        THURSDAY
                                                                                                                        R604         Extreme Budget Makeover: Exhibit Edition NEW .............................................61
  M620 Advanced Learning Session: How Social Should Your
                                                                                                                        R606         Design through Delivery: Conducting a Harmonious New Build NEW ..............57
         Event Portfolio Be - An Interactive Workshop NEW .........................................36
                                                                                                                        R609         Promle In Excellence: Cisco Systems:
  M621 Design Geek NEW ...........................................................................................33
                                                                                                                                     Designing Innovative Experiences to Maximize Company Initiatives NEW .......60
  M622 Exhibit Like You Give a Darn–A Practical Guide to Green Exhibiting ................36
                                                                                                                        R624         Building Brands, Not Boxes ............................................................................57
  TUESDAY                                                                                                               R626         The Ten Things I Wish I Knew BEFORE I Went Green! .....................................62
  T601         Overcoming the Biggest Obstacles to Creating Experiences that Work –                                     R628         Aisle View: The Low Cost, Live Presentation Option NEW ...............................60
               Strategically and Financially CTSM 5 ..............................................................47




  700 COURSES
  GLOBAL
  Examine the impact of globalization on the trade show industry and gain a 360 degree view of international exhibiting.

  SUNDAY                                                                                                                WEDNESDAY
  S708         Half-Day Workshop: International Exhibiting – A Primer for Success CTSM 5 ......30                       W704         Global Branding with a Local Strategy NEW ....................................................53
  MONDAY                                                                                                                W712         Exhibiting in Europe NEW ...............................................................................50
  M703         Globalization Trends in the Trade Show Industry CTSM 5 ...............................39                 THURSDAY
  M705         VAT (Value-Added Tax) Refunds: Money Back Guarantee? .............................36                     R701         Good, Better, Best for Global Exhibiting: Rethinking Budget and Design
  M706         Exhibiting in Dubai and Abu Dhabi...................................................................33                in a Tough Economy NEW................................................................................60
  TUESDAY                                                                                                               R710         Localize Your Programs for Success in Europe ................................................57
  T702         Great International Exhibiting–What You Need to Know NEW .........................45
  T707         Advanced Learning Session: Global Frameworks NEW CTSM 5 ......................42
  T709         Guidelines to International Budgeting CTSM 5 ................................................47
  T711         Lessons Learned From 20 Years of Exhibitions in China NEW .........................47




NEW More than 70 brand new sessions
CTSM Required sessions for CTSM certimcation
CTSM 5 Optional sessions for CTSM candidates with 5 years experience

  EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                                                                                                21
     SPECIALTY                                                                                                              FIELD TRIP SERIES

     SESSIONS                                                                                                   Some learning experiences are best absorbed on-site,
                                                                                                                and on location. Join a small group meld trip to a
                                                                                                                destination of your choice and see how our industry
                                                                                                                works from the inside. Leave room in your schedule
     With over 200 sessions led by more than 160 of the                                                         for at least one – it’s a hands-on experience you
                                                                                                                won’t forget!
     industry’s leading thinkers and practitioners, you’re sure
                                                                                                                M306    Field Trip: Strategic Sales Tools: The Benemts
     to mnd the tips, tools and guidance you need to succeed.                                                           of Executive Briemng Center Programs (p. 33)
                                                                                                                T406    Field Trip: The Best Thing is Being There –
     Our SPECIALTY SESSIONS are designed to provide more                                                                Site Inspection Workshop CTSM 5 (p. 42)
                                                                                                                W629    Field Trip: Lighting Application (p. 50)
     in-depth, immersive learning experiences. Specialty                                                        R405    Field Trip: Taking Your Events Offsite –
     Sessions are identimed with an icon in the course listings                                                 R406
                                                                                                                        Unique Venues (p. 58)
                                                                                                                        Field Trip: The Best Thing is Being There –
     starting on Page 27.                                                                                               Site Inspection Workshop CTSM 5 (p. 58)




                       GREEN SERIES                                       AUTHOR SERIES                                    PROFILES IN
     As trade show and event marketing professionals,       Expand your horizons. Sign up to join your
                                                                                                                           EXCELLENCE CASE
     we’re responsible for the impact of our marketing      colleagues in a spirited discussion of new                     STUDY SERIES
     on the planet as well as our audiences. Making         business and career ideas, direction and
     conscious decisions to reduce our carbon footprint     advice, with some of the business world’s           Learn from the best! Go backstage with some
     is no longer just rhetoric – it’s expected. Here       top-selling authors.                                of the world’s most successful exhibit and event
     you’ll learn the big and small changes to reduce                                                           marketing professionals to hear how they succeed -
                                                                      S523 Authors Executive Series, Half-Day
                                                                      S                                         from mrst-step strategic decisions to back-end
     your impact without blowing your budget.                         W
                                                                      Workshop & Advanced Learning Session:     performance measurements. These are the
                                                                      Building Brand YOU NEW (p. 28)
                                                                      B
     M414   Don’t Let Green Make You See Red (p. 38)                                                            benchmarks of excellence you don’t want to miss.
     M622   Exhibit Like You Give a Darn –                                                                      Some of the case studies we’ll examine include
            A Practical Guide to Green Exhibiting (p. 36)             M603 Authors Executive Series:
                                                                      M                                         these well-known companies:
                                                                      A
                                                                      Authenticity is the New Quality (p. 38)
     T232   Advanced Learning Session: Advancing the
            “Greenness” of Your Event NEW (p. 46)                                                               M412    Promle In Excellence: Intel: Crafting Valuable
     T62410 Green Trade Shows NEW CTSM (p. 47)
                                                                                                                        Attendee Experiences NEW (p. 32)
     W605 Truth or Consequences: Deciphering Green                    T333 Authors Executive Series &
                                                                      T                                         M118    Promle In Excellence: Philips Healthcare:
            Event Facts from Fiction NEW (p. 53)                      A
                                                                      Advanced Learning Session: Brainstorms            Merging RFID with Research to Measure
                                                                      and Rainstorms NEW (p. 44)
                                                                      a                                                 Behavior and Results NEW (p. 36)
     W62410 Green Trade Shows NEW CTSM (p. 55)
                                                                                                                T210    Promle In Excellence: Siemens Healthcare
     R202   Mr. Green’s Practical Guide to                                                                              and Iatric Systems: Large Company, Small
            Green Exhibiting NEW (p. 56)                                      W402 Authors Executive Series:
                                                                              W                                         Company - Leveling the Playing
     R626   The Ten Things I Wish I Knew                                      Meetings 2.0: How Web 2.0 and             Field NEW (p. 43)
            BEFORE I Went Green! (p. 62)                                      Social Media Will Change the
                                                                              S                                 W223    Promle In Excellence: SEIU: Event
                                                                              Face of the Events Industry NEW           Dashboard and Governance Transforms
                                                                              (p. 52)                                   Events and Business Results NEW (p. 51)
                                                                       W505 Authors Executive Series:
                                                                       W                                        R121    Promle In Excellence: BJ Services Company:
                                                                       C
                                                                       Cre8tive Leadership - Fostering a                Exhibit, Measure, Learn and Change NEW
                                                                       Mindset of Innovation NEW (p. 49)
                                                                       M                                                (p. 56)
                                                                                                                R609    Promle In Excellence: Cisco Systems:
                                                                       W525 Authors Executive Series: Be
                                                                       W                                                Designing Innovative Experiences to
     NEW More than 70 brand new sessions                                                                                Maximize Company Initiatives NEW (p. 60)
     CTSM Required sessions for CTSM certimcation                      C
                                                                       Curious First–the World’s Simplest
     CTSM 5 Optional sessions for CTSM candidates with                 Strategy for Unlocking Great Ideas
                                                                       S
            5 years experience                                         (p. 52)



22                               CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
                   ADVANCED LEARNING SERIES                                                 WORKSHOP INTENSIVE SERIES
As industry veterans gain more and more on-the-job experience, their              Some topics need more than 90 minutes to master – they need more focus,
educational needs can require more advanced topics and more specimc               collaboration and discussion. Workshop Intensives help you fully grasp the
information. These intense working sessions are designed for veterans with        complexity of the topic and the nuances of execution as you learn from faculty,
mve or more years of experience.                                                  exercises and even your team. It’s the fastest way to get you up-to-speed.


S205    Half-Day Workshop & Advanced Learning Session:                            S201     All-Day Workshop: Trade Show Rookies “Quick-Start” Program (p. 27)
        The SMART Event and Trade Show Strategists Toolkit (p. 27)
                                                                                  MORNING HALF-DAY WORKSHOPS
S207    Half-Day Workshop & Advanced Learning Session:
                                                                                  S205     Half-Day Workshop & Advanced Learning Session:
        The Partnership Pathway: Understanding, Evaluating and
                                                                                           The SMART Event and Trade Show Strategists Toolkit (p. 27)
        Strengthening Your Supplier Relationships (p. 27)
                                                                                  S207     Half-Day Workshop & Advanced Learning Session:
S208    Half-Day Workshop & Advanced Learning Session: Using Information,
                                                                                           The Partnership Pathway: Understanding, Evaluating and
        Intelligence and Politics to Effectively Plan Your Trade Show
                                                                                           Strengthening Your Supplier Relationships (p. 27)
        Program CTSM 5 (p. 29)
                                                                                  S224     Half-Day Workshop: Times Have Changed - You Need to Change, Too NEW (p. 27)
S330    Half-Day Workshop & Advanced Learning Session:
        Using Web Tools to Increase Event Success (p. 30)                         S301     Half-Day Workshop: Your Life After Logistics (p. 27)
S411    Half-Day Workshop & Advanced Learning Session:                            S304     Half-Day Workshop: Developing and Writing Your Marketing Plan (p. 27)
        How to Throw Standing Room Only Special Events NEW (p. 30)                S404     Half-Day Workshop: Leveraging Social Media
S415    Half-Day Workshop & Advanced Learning Session: Strategic Expansion of              to Drive Better Engagement and Results NEW (p. 28)
        Event Marketing - Making the Case to Management (p. 28)                   S415     Half-Day Workshop & Advanced Learning Session: Strategic
S523    Authors Executive Series, Half-Day Workshop &                                      Expansion of Event Marketing - Making the Case to Management NEW (p. 28)
        Advanced Learning Session: Building Brand YOU NEW (p. 28)                 S502     Half-Day Workshop: Women in Command:
S616    Half-Day Workshop & Advanced Learning Session:                                     A Business Guide for the Successful Woman (p. 28)
        Attendee-Centered Exhibit Strategies: Understanding Audience              S523     Half-Day Workshop, Advanced Learning Session
        Behavior and Crowd Dynamics to Make Your Exhibit More Effective (p. 28)            & Authors Executive Series: Building Brand YOU NEW (p. 28)
M331    Advanced Learning Session: Exhibit Thinking 2.0 NEW (p. 37)               S615     Half-Day Workshop: DIY Creativity Workshop NEW (p. 28)
M407    Advanced Learning Session: Transitioning from Event                       S616     Half-Day Workshop & Advanced Learning Session:
        Marketing to Experience Marketing NEW (p. 32)                                      Attendee-Centered Exhibit Strategies: Understanding Audience Behavior
M408    Advanced Learning Session: Transitioning from Event                                and Crowd Dynamics to Make Your Exhibit More Effective (p. 28)
        Marketing to Experience Marketing (continued) NEW (p. 35)                 R504     Half-Day Workshop: Organizing 201: Papers, Piles, and Procrastination (p. 58)
M416    Advanced Learning Session:                                                AFTERNOON HALF-DAY WORKSHOPS
        How To Throw Responsible Customer Events NEW (p. 38)                      S101     Half-Day Workshop: Overcoming the Fear of ROI (p. 29)
M507    Advanced Learning Session: Managing in a Changing Environment (p. 38)     S204     Half-Day Workshop: Stop Wasting Time –
M619    Advanced Learning Session: Marketing Communications to Social                      Organize Your Planning with Templates (p. 29)
        Audience Engagement - The Changing Event Landscape NEW (p. 33)            S208     Half-Day Workshop & Advanced Learning Session: Using Information,
M620    Advanced Learning Session: How Social Should Your Event                            Intelligence and Politics to Effectively Plan Your Trade Show
        Portfolio Be - An Interactive Workshop (p. 36)                                     Program CTSM 5 (p. 29)
T105    Advanced Learning Session: Senior Roundtable:                             S219     Half-Day Workshop: Creating an Exhibit Program for the Government and
        Event-Mix Strategy Decisions (p. 45)                                               Not-For-Promt Exhibitor NEW (p. 29)
T232    Advanced Learning Session: Advancing the “Greenness” of Your Event NEW    S302     Half-Day Workshop: Developing and Delivering Customer-Centric
        (p. 46)                                                                            Messaging NEW (p. 29)
T333    Authors Executive Series & Advanced Learning Session:                     S303     Half-Day Workshop: Micro-Casting: A Laser Beam Approach to Pre-Show
        Brainstorms and Rainstorms NEW (p. 44)                                             Marketing (p. 29)
T607    Advanced Learning Session: Insights in Innovation (p. 42)                 S330     Half-Day Workshop & Advanced Learning Session:
T608    Advanced Learning Session: Insights in Innovation (continued) (p. 44)              Using Web Tools to Increase Event Success (p. 30)
T707    Advanced Learning Session: Global Frameworks NEW CTSM 5 (p. 42)           S411     Half-Day Workshop & Advanced Learning Session:
W104    Advanced Learning Session: Measurement – Did the Strategies and                    How to Throw Standing Room Only Special Events NEW (p. 30)
        Tactics Work? (p. 50)                                                     S418     Half-Day Workshop: Negotiating and Contracting the
W111    Advanced Learning Session: Senior Roundtable: Understanding Attendee               Top Issues in Event and Meeting Contracts (p. 30)
        Interests, Behavior and Preferences to Increase Revenue CTSM 5 (p. 53)    S602     Half-Day Workshop: Build a Better Booth Design (p. 30)
W214    Advanced Learning Session: Technology in Events: The Business Case,       S630     Half-Day Workshop: What Box? (p. 30)
        Benemts and Best Practices NEW (p. 48)                                    S708     Half-Day Workshop: International Exhibiting – A Primer for Success CTSM 5 (p. 30)
R305    Advanced Learning Session: Proactive Learning: Taking Lessons             R503     Half-Day Workshop: So You Want to be a Consultant?
        from Everyday Life NEW (p. 56)                                                     Taking the Leap from Corporate to Freelance NEW (p. 62)



AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                                                                                  23
                       PEER2PEER
                       ROUNDTABLE SERIES
     Share a table and war stories with your colleagues in these exciting sessions led by an industry moderator. Rub shoulders with people who do what you do – from
     a wide cross section of industries, company sizes, programs and experiences. You’ll marvel at the number of ideas nying across the table that you can put to work
     immediately. For many, Peer2Peer Roundtables are the highlight of the week.



     TOPICS OFFERED MONDAY:                                  TOPICS OFFERED TUESDAY:                                TOPICS OFFERED WEDNESDAY:
     MP1      International Exhibiting                       TP1     Budget-Cutting Tips                            WP1      Winning Ideas for Pre-Show Promotion
     MP2      Resources for Rookies                          TP2     Do’s and Don’ts of Successful                  WP2      Measurement
     MP3      Design                                                 Creative Booth Ideas                           WP3      Effective Communication and
     MP4      Effective Pre-Show, Onsite                     TP3     Creative Brainstorming                                  Messaging Strategies
              and Post-Show Promotions                       TP4     Green Events                                   WP4      Freelance Tips
     MP5      ROI                                            TP5     Event Trends                                   WP5      Reporting to Management
     MP6      Program Best Practices                         TP6     How To Do a Champagne Presentation             WP6      Event Audits
     MP7      What Exhibit and Event Marketers Can Learn             on a Beer Budget                               WP7      The Differences Between Home and
              from Consumer Products Marketing               TP7     Social Media                                            Worklife Organizing Challenges
     MP8      How to Marry Virtual Events and Live Events    TP8     Ethical Negotiations in a Tough Market         WP8      Green Exhibiting
     MP9      How to Best Involve Both Sales and             TP9     Program Metrics                                WP9      The Well Travelled Exhibitor: Tips and
              Marketing in Planning a Trade Show             TP10    Hosting Events at Hotels                                Strategies for the Stranger in a Strange Land
     MP10     Tips and Tricks for Process Management in      TP11    Trade Show Measurement and ROI –               WP10     Social Media as a Marketing Tool
              Booth Design and Implementation                        Business Improvement                           WP11     RFP Etiquette - Corporate vs. Vendor View
     MP11     How to Pay for the Show Before it Opens        TP12    Consulting                                     WP12     How to Be Happy at Work
     MP12     Staff Training                                 TP13    Lead Retrieval                                 WP13     Using Video and Interactive Media
     MP13     Measuring the Value of Your                    TP14    Healthcare Exhibitors Only: Selling                     in Exhibits and Events
              Sports Sponsorship                                     Conventions to Upper Management                WP14     Venues: Unique, Tried and True Favorites,
     MP14     Creative Trade Show Experiences                TP15    Creativity on the Web/Live Environment                  Cost-Effective, Innovative, Decadent
     MP15     Increasing Visibility and Success of the       TP16    Trade Shows as Part of an Integrated           WP15     Response Rate Techniques
              Exhibit Manager within the Organization                Marketing Plan                                 WP16     Leverage Your Network, Advance Your Career
     MP16     PR                                             TP17    Social Media for Trade Shows                   WP17     Controlling Costs
     MP17     Objectives are the Key                         TP18    Integration of Non-Traditional Interactive     WP18     Social Media
     MP18     CTSM - Learn More About the Program                    Technologies into Booth Design                 WP19     Extending Trade Show Content Beyond the
     MP19     Advice on Developing Your CTSM Portfolio       TP19    Direct Mail 101                                         Trade Show Booth
     MP20     Eco Solutions                                  TP20    Using an Independent Designer                  WP20     How to Convert Show Leads into Customers
     MP21     The Importance of Professional                 TP21    CTSM - Learn More About the Program            WP21     CTSM - Learn More About the Program
              Associations (EDPA, FAMAB, etc.)               TP22    Tips on Completing Your CTSM Portfolio         WP22     Advice on Developing Your CTSM Portfolio
              in International Exhibiting                            Before the End of the Year                     WP23     How Does CTSM Help My Career
     MP22     Building a Program Strategy                    TP23    How Does CTSM Help My Career                   WP24     Succeeding with the Booth You Have
     MP23     Going Green to Survive                         TP24    Techniques for Creating Ideas that Generate
              Tough Economic Times                                   Customer Loyalty and Drive Results
     MP24     Integrating Web Tools with Live Events         TP25    Networking Tools and Tactics
     MP25     The Future’s Blue - Exhibiting the             TP26    How To Raise Your International Promle (with
              Sustainable Way                                        an emphasis on the German market)
     MP26     Language and Jargon to Get Yourself a Seat     TP27    International Exhibiting
              at the Marketing Table
     MP27     Becoming the Authority - Expertise is in the
              Eye of the Beholder




24                                CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
                 200 PROBLEM-SOLVING COURSES AVAILABLE!

                 SESSION
                 LISTINGS
                                                         Facilitated by
                         THE INDUSTRY’S KNOWLEDGE AGENTS


DAILY SCHEDULE
CONFERENCE SESSIONS                                    SESSIONS                   SESSIONS             SESSIONS                   SESSIONS            SESSIONS
                                                    8:30AM - 4:30 PM           8:00 AM - 5:15 PM   8:00 AM - 5:15 PM          8:00 AM - 5:15 PM    8:00 AM - 4:30 PM
Sunday – Thursday, March 14-18

EXHIBIT HALL
Monday – Wednesday, March 15-17
                                                                                 EXHIBIT HALL        EXHIBIT HALL                EXHIBIT HALL
                                                                              11:30 AM - 3:30 PM   11:30 AM - 3:30 PM         11:30 AM - 3:30 PM




                                                                                   SESSIONS            SESSIONS                   SESSIONS
                                                                               3:45 AM - 5:15 PM   3:45 AM - 5:15 PM          3:45 AM - 5:15 PM
                                                     ORIENTATION
                                                    4:45 - 5:30 PM
                                                                                  PEER2PEER           PEER2PEER                  PEER2PEER
                                                                                 ROUNDTABLES         ROUNDTABLES                ROUNDTABLES
                                                                                 5:30 - 6:30 PM      5:30 - 6:30 PM             5:30 - 6:30 PM

                                                                             WELCOME RECEPTION
                                                                                6:30 - 8:00 PM


                                                           DINNER WITH STRANGERS - 8:00 PM               DINNER WITH STRANGERS - 8:00 PM



AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                                                                          25
     Each of our session listings are formatted exactly the same for ease of navigation and
     understanding. This visual guide will help you identify a session’s individual components. In
     addition, the pull-out Schedule Builder (included with this booklet) also has a quick reference
     key to the SPECIALTY SESSION icon system. Keep it handy as you plan out your days.


                                       SESSION #

     DAY OF THE WEEK                                                                                 TYPE OF SESSION

        SESSION TITLE                                                                                NEW!

       DAY AND TIME
                                                                                                     SPECIALTY SESSION
                                                                                                            MORE THAN 70 BRAND
                                                                                                            NEW SESSION
            NOTE OR
       PRE-REQUISITE
                                                                                                            WORKSHOP
                                                                                                            INTENSIVE SERIES



                                                                                                            FIELD
                                                                                                            TRIP SERIES


             SESSION
         DESCRIPTION                                                                                        ADVANCED
                                                                                                            LEARNING SERIES



                                                                                                            PROFILES IN EXCELLENCE
                                                                                                            CASE STUDIES SERIES



                                                                                                            AUTHOR SERIES




                                                                                                            GREEN SERIES




                                                                                                            PEER2PEER
                                                                                                            ROUNDTABLE SERIES


             SESSION
            SPEAKER                                                                                         CTSM COURSES



                                                                                                            CTSM OPTION FOR
                                                                                                            THOSE WITH 5 YEARS OF
                                                                                                            INDUSTRY EXPERIENCE




26                      CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
  SUNDAY, MARCH 14
                                                            from class and instructor                            •   How to adapt to these changes
   Sunday, March 14, 8:30am - 4:30pm                    •   Learn how other companies used the process                      FACULTY: Marc Goldberg, CME, founder/
                                                                           FACULTY: Adam Polaszewski,                       partner, Marketech Inc.




                                                                                                                                                                             SUNDAY
                                                                           (CTSM candidate) CareerBuilder
S201 ALL-DAY WORKSHOP:                                                     and Judi Baker-Neufeld, founder/
Trade Show Rookies                                                         president, TradeShows Plus!

“Quick-Start” Program
SUNDAY 8:30 AM - 4:30 PM                                                                                         S301 HALF-DAY WORKSHOP:
                                                        S207 HALF-DAY WORKSHOP &                                 Your Life After Logistics
                                                        ADVANCED LEARNING SESSION:
This workshop contains information that will also be                                                             SUNDAY 8:30 AM - 12:00 PM
presented in sessions 20610 and 20910.                  The Partnership Pathway:
This workshop qualimes CTSM candidates to waive         Understanding, Evaluating and
sessions 20610 and 20910.                               Strengthening Your Supplier                              You’ve conquered logistics, exhibit houses, and




                                                                                                                                                                             MONDAY
                                                                                                                 hotels! Your thoughts have moved to marketing
New to the industry? Need a fast way to jump-start      Relationships                                            – the strategic and tactical effectiveness of your
your learning curve? One day saves months of            SUNDAY 8:30 AM - 12:00 PM                                exhibit program and how you can impact company
on-the-job training! This fast-paced class of
                                                                                                                 sales goals. How do you lead sales to a higher
exhibiting basics is just for you, whether you’re a
                                                                                                                 level? This half-day workshop explores real-world
“rookie” with less than one year’s experience or a      As corporate event managers, we are being                examples of how to think and work more
veteran looking for a refresher. Included will be:      pushed to take on more and work with less. It            synergistically with management and positively
• Customizable templates and checklists
                                                        requires good internal and external partnerships         position your exhibit and event marketing program.
• Industry-specimc glossaries                           to make this happen. In a workshop style setting,        We’ll discuss:
Learn the basics of:                                    attendees will work in small groups as members           • How to think “forward”
• Setting measurable goals and objectives               of hypothetical companies to analyze, review and         • Managing priorities instead of time
• Selecting the best exhibit space                      potentially realign their partner relationships.




                                                                                                                                                                             TUESDAY
                                                                                                                 • Helping vs. hindering forces
• Communicating with your internal and external         Through case studies received prior to the
                                                                                                                 • Making the leap from logistics command to brand
  show teams                                            workshop, attendees will use the classroom time to
                                                                                                                    command
• Ordering show services and specialized                see and experience:
                                                                                                                 • The opportunities manager
                                                        • Trends and innuencers that impact event
  transportation                                                                                                                     FACULTY: Jerry Gerson, corporate
• Installing and dismantling your exhibit                  program management                                                        training and measurement,
                                                        • Tools to analyze event program effectiveness                               Marketech Inc. and Darby
• Budgeting
                                                        • Strategies on how to conduct an agency audit                               Mason-Werner, CTSM, corporate
Lunch is included.                                                                                                                   briemng and events program
                                                        • How to move forward to put your company in                                 manager, Xilinx, Inc.
          FACULTY: Candace Adams, CTSM, CME,
          CEM, CMP, CMM, “The Booth Mom®”,                 position for success
          Trade Show Consulting                                            FACULTY: Chris Bombarger, events




                                                                                                                                                                             WEDNESDAY
                                                                           manager, National Instruments
                                                                           and Chris Metzger (CTSM               S304 HALF-DAY WORKSHOP:
                                                                           candidate), national account
  Sunday, March 14, 8:30am - 12:00pm                                       director, corporate events, Freeman   Developing and Writing Your
                                                                                                                 Marketing Plan
                                                                                                                 SUNDAY 8:30 AM - 12:00 PM
S205 HALF-DAY WORKSHOP &                                S224 HALF-DAY WORKSHOP:
ADVANCED LEARNING SESSION:
The SMART Event and Trade Show
                                                        Times Have Changed –
                                                        You Need to Change, Too                                  Produce a marketing plan that is compelling,
Strategists Toolkit                                                                                              professional, comprehensive and aligned with
                                                        SUNDAY 8:30 AM - 12:00 PM                                your company’s goals. We’ll provide a practical
SUNDAY 8:30 AM - 12:00 PM
                                                                                                                 roadmap, real-life examples of completed
                                                                                                                                                                             THURSDAY
                                                                                                                 marketing plans and templates. Working in small
Go from “OKAY” to “OH WOW” with Smart Strategic         In an industry dominated by the need to generate         groups you’ll learn how to:
Tools for Event and Trade Show Effectiveness.           high returns on our investments, it’s important to       • Compose a strategy statement

This workshop provides direction and strategic tools    pay attention to the trends that are producing           • Include key elements every successful

for the advanced trade show/event manager. It           success. In this session, trends such as quality            plan must have
will augment your strategic toolkit to help you start   over quantity, effective conversation starters,          • Write an executive summary
solving strategic dilemmas, build better planning       effective lead nowing, increasing customer share         • Incorporate company goals
teams, plan strategic, creative approaches and win      and successful use of interactives will be examined.     • Make a compelling presentation of your plan
support for your program internally and externally.     This participative workshop will culminate with a                            FACULTY: Greg Moyer, principal,
Leave with new tools for your strategy toolkit:         series of mini-case studies to explore:                                      Connecting Silos and Gretchen
                                                        • Trends shaping our industry                                                Oettinger, owner, Culture22
• Increase budgets, gain time to plan strategies
• Participate in a real time assignment with input      • What’s in store for a new age of exhibiting




AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                                                                           27
     SUNDAY, MARCH 14
     S404 HALF-DAY WORKSHOP:                                 S502 HALF-DAY WORKSHOP:                                  S615 HALF-DAY WORKSHOP:
     Leveraging Social Media in Events                       Women in Command: A Business                             DIY Creativity Workshop
     to Drive Better Engagement                              Guide for the Successful Woman                           SUNDAY 8:30 AM - 12:00 PM
     and Results                                             SUNDAY 8:30 AM - 12:00 PM
     SUNDAY 8:30 AM - 12:00 PM
                                                                                                                      Think you don’t have the creativity you need to
                                                             This workshop is designed to help women in               concept extraordinary exhibits? This hands-on
                                                             business develop the skills necessary for their          thinking workshop will help you harness your
     With social media transforming the way we network
                                                             personal growth and success. It will be highly           inner designer as you re-arrange, re-purpose and
     and communicate, how do you leverage it for your
                                                             interactive and candid with real challenges and          re-envision existing materials in new and exciting
     events? In this interactive workshop, you will learn
                                                             situations for group discussion and exploration.         ways. We’ll arrange everyone in teams, provide
     how any size organization can use social media
                                                             Participants will leave this workshop with a deeper      each team with the exact same parts, and guide
     to build awareness, foster word of mouth, deepen
                                                             understanding of which tactics can be engaged to         you through “think outside the trade show box”
     attendee engagement, and extend the reach of your
                                                             ensure innuence and effectiveness while                  exercises designed to get your creative juices
     program. We’ll review the latest case studies and
                                                             demonstrating overall competence, expertise              nowing. You’ll learn:
     social media platforms. We’ll explore:
                                                             and personal style. We will focus on key principles      • How to think creatively - even unconventionally
     • A strategic framework for all points of the event
                                                             for success:                                             • Techniques for brainstorming and ideation
        lifecycle                                            • Credibility – expertise, commitment                    • How to re-purpose existing materials into
     • Just like events, in social media it’s all about
                                                             • Personal Presence – style, delivery                       exciting new booths
        good content                                         • Leadership Skills – traits, behaviors                                       FACULTY: Jason Caldeira, design
     • How social media has a high tolerance for             • Communication Skills – clear, effective, practical                          director, Tango and Jim Beatty,
        experimentation                                                                                                                    creative director, Tango
                                                                 application
     • Building a social media event scorecard               • “Rules of Engagement” – playing fair
               FACULTY: Desiree Lehrbaum, principal,         • “The Battlemeld” – recovery
               Lumen Consulting
                                                             • Designing Your Future – build on experiences
                                                             • Your Personal Mission Statement – realizing
                                                                 values, goals, and purpose                           S616 HALF-DAY WORKSHOP &
                                                                       FACULTY: Ellen De Rosa, SPHR, corporate        ADVANCED LEARNING SESSION:
                                                                       director of human resources, MC2               Attendee-Centered Exhibit
     S415 HALF-DAY WORKSHOP &                                                                                         Strategies: Understanding Audience
     ADVANCED LEARNING SESSION:
                                                                                                                      Behavior and Crowd Dynamics to
     Strategic Expansion of Event                                                                                     Make Your Exhibit More Effective
     Marketing – Making the                                  S523 AUTHORS EXECUTIVE SERIES,                           SUNDAY 8:30 AM - 12:00 PM
     Case to Management                                      HALF-DAY WORKSHOP & ADVANCED
     SUNDAY 8:30 AM - 12:00 PM                               LEARNING SESSION:
                                                             Building Brand YOU                                       Unlike advertising and direct marketing,
                                                                                                                      exhibitions and live events offer highly interactive
                                                             SUNDAY 8:30 AM - 12:00 PM
                                                                                                                      and personal selling opportunities because of their
     In today’s complex business environment,                                                                         live, face-to-face nature. Yet this very same live
     making the case for a bigger marketing budget for                                                                setting can create a hostile messaging environment
     events in the face of corporate belt tightening and     To succeed in the new world of work, you need to         due to a “Marrakesh-meets-Disney” atmosphere
     non-traditional channels such as mobile and online      stand out and offer something to your employer that      and the unpredictable behavior of crowds. With this
     can be a tough sell. This workshop, taught by the       is only available from you. To do this, you must         in mind, we’ll learn about:
     creator of GPJ’s renowned program strategy              unearth your unique promise of value and increase        • “B2Me” attendees at conventions and how this
     practice, will equip you to:                            your visibility with those making decisions about            affects behavior
     • Look across a brand’s entire marketing mix with       you. In this workshop, William Arruda, author of the     • Theories from Freud, Pavlov and Le Bon to
         a more strategic eye towards the role of events     bestselling book, “Career Distinction,” will help you        understand the foundations of crowd behavior
     • Recognize the role of each marketing channel in       apply the concepts of branding to:                       • Design strategies for attendee-centered exhibits
         the sales process                                   • Uncover the brand called You
                                                             • Learn what others think about you
                                                                                                                          that harness audience behaviors to maximize
     • Determine how and when to make the case for
                                                             • Craft your personal brand statement
                                                                                                                          your convention investment
         expanded investment in event marketing and the                                                               Learning will be enhanced through in-class case
                                                             • Design your personal media plan
         data necessary to back up your argument                                                                      studies utilizing a tool kit that can also be applied to
                                                             • Build your brand on the World Wide Web
               FACULTY: David Rich, senior vice president,                                                            your exhibit and event program.
               program strategy/worldwide,                             AUTHOR: William Arruda, founder of Reach
               George P. Johnson                                                                                                FACULTY: Stephen Mapes, MBA, MA, vice
                                                                       and author of ”Career Distinction: Stand Out             president, creative services, Impact Unlimited
                                                                       by Building Your Brand”                                  and associate professor, Drexel University




28            QUESTIONS ABOUT EXHIBITING? CALL HALL-ERICKSON: 877.394.2114 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
                                                         S208 HALF-DAY WORKSHOP &                                 S302 HALF-DAY WORKSHOP:
   Sunday, March 14, 1:00pm - 4:30pm
                                                         ADVANCED LEARNING SESSION:
                                                                                                                  Developing and Delivering
                                                         Using Information, Intelligence                          Customer-Centric Messaging




                                                                                                                                                                                 SUNDAY
S101 HALF-DAY WORKSHOP:
                                                         and Politics to Effectively Plan Your                    SUNDAY 1:00 PM - 4:30 PM
Overcoming the Fear of ROI                               Trade Show Program
SUNDAY 1:00 PM - 4:30 PM
                                                         SUNDAY 1:00 PM - 4:30 PM
                                                                                                                  There has never been a more critical time for
                                                                                                                  companies to change their messaging style from
We go to shows. We get everything done on time
                                                         Your CFO or client has threatened to cancel all trade    enterprise-centric to customer-centric. This
and within budget. We arrange rooms and booth
                                                         show activities unless you can develop a strategic       workshop will employ a presentation, discussion
work schedules. But when do we measure our
                                                         approach demonstrating signimcant value to the           and audience interaction technologies to help
results? In this hands-on workshop, we will explore:
• What is measurement, what you can measure,
                                                         business. This interactive workshop (mock scenario       demonstrate delivering customer-centric messaging
                                                         provided prior to session) includes team exercises       to the show noor. Attendees will:




                                                                                                                                                                                 MONDAY
   how to measure it, and how to report the results
                                                         and guided discussions on common challenges.             • Understand the difference between enterprise-
• The difference between ROI and ROO
                                                         We’ll focus on:                                              centric and customer-centric messaging
• The four steps in the measurement process
                                                         • Making major changes, attaining internal buy-in,       • Learn why customer-centric messaging is more
• Using surveys
                                                            ensuring the event team’s success                         effective
          FACULTY: Marc Goldberg, CME, founder/
                                                         • Demning achievable metrics, measuring impact           • Develop your own company-specimc
          partner, Marketech Inc.
                                                         • Segmenting and understanding target                        customer-centric messaging
                                                            audiences (external and internal)                     • Know how and where to inject customer-centric
                                                         • Strategically ranking and selecting trade shows            messaging throughout your exhibit
                                                            for participation                                                                       FACULTY: Greg Moyer,
                                                         • Creating effective experiences that change                                               principal, Connecting
S204 HALF-DAY WORKSHOP:                                                                                                                             Silos; John Lawrence,
                                                            audience perceptions and behaviors




                                                                                                                                                                                 TUESDAY
                                                                                                                                                    president, Image Work
Stop Wasting Time – Organize                             • Finding hidden cost-savings (while being green)                                          Communications and
Your Planning with Templates                                       FACULTY: Dax Callner, creative strategist      Matt Hill, president, The Hill Group
SUNDAY 1:00 PM - 4:30 PM


                                                                                                                  S303 HALF-DAY WORKSHOP:
Spending too much time spinning your wheels as                                                                    Micro-Casting: A Laser Beam
you try to get control of planning tools? Dig out from
under that stack of mismatched paperwork once
                                                         S219 HALF-DAY WORKSHOP:                                  Approach to Pre-Show Marketing
and for all. In this interactive workshop, explore       Creating an Exhibit Program                              SUNDAY 1:00 PM - 4:30 PM




                                                                                                                                                                                 WEDNESDAY
templates for:                                           for the Government and
• Schedule and budget management
• Data collection and manipulation
                                                         Not-For-Promt Exhibitor
                                                         SUNDAY 1:00 PM - 4:30 PM                                 Micro-Casting is a pre-show outreach effort
• Feedback and measurement
                                                                                                                  focused on a very narrow slice of the attendee
• Communication and presentations
                                                                                                                  base. Ponder this – if you were able to orchestrate
Attendees receive an e-mail with templates to                                                                     10 meetings with just the right 10 attendees and
customize (in MS Word, Excel, and PowerPoint).           The latest CEIR report indicates the fastest growing     establish post-show activities with each of them,
Attendees with extensive industry experience but         segment of exhibitors is in the government and           wouldn’t that in itself justify your exhibit dollars?
limited computer experience will mnd value in the        nonpromt sectors. While these markets are growing,       Discussion points:
hands-on portion. Those with extensive computer          there are still many pitfalls and obstacles exhibitors   • End-in-mind thinking
experience and limited industry experience will mnd      face. During this workshop you will learn techniques     • The critical 10
value in the templates.                                  to improve three essential elements of your exhibit      • Multiple touch point campaigns
                                                                                                                                                                                 THURSDAY
Note: Attendees must bring their own laptop pre-         planning, including:                                     • Audio & video e-mail
installed with Microsoft Ofmce.                          • Setting clear, focused and measurable objectives       • On-demand printing
          FACULTY: Kimberly Kee, president, Kinetic      • Creating a proactive staff                             • Identifying next step opportunities
          Events
                                                         • Building a better display                              Each pre-registered attendee will personally
                                                         This half-day workshop is geared specimcally for         experience multiple pre-show touch points prior
                                                         exhibit managers responsible for government and          to the workshop.
                                                         nonpromt sectors at all levels of experience.                      FACULTY: Mike Mraz (CTSM candidate),
                                                                   FACULTY: Barry Siskind, president,                       principal, Exhibiting Excellence
                                                                   International Training and Management Co.




AMERICA’S LARGEST EXHIBITION OF TRADE SHOW AND EVENT MARKETING PRODUCTS AND SERVICES                                                                                        29
     SUNDAY, MARCH 14
     S330 HALF-DAY WORKSHOP &                                 S418 HALF-DAY WORKSHOP:                                  S630 HALF-DAY WORKSHOP:
     ADVANCED LEARNING SESSION:
                                                              Negotiating and Contracting                              What Box?
     Using Web Tools to                                       the Top Issues in Event and                              SUNDAY 1:00 PM - 4:30 PM
     Increase Event Success
                                                              Meeting Contracts
     SUNDAY 1:00 PM - 4:30 PM
                                                              SUNDAY 1:00 PM - 4:30 PM                                 In an ever-changing, fast-paced environment, we
                                                                                                                       are constantly challenged to stay fresh and creative
                                                                                                                       in design and in our work environment. Whether you
     Previous experience with popular web tools is
     required in order to get the most benemt from this       Previously titled “Top 15 Legal Issues in Event and      are in Marketing, Exhibit Design, Experiential Events
     workshop. Attendees will be invited to participate in    Meeting Contracts”                                       or Exhibit and Event Management, this workshop
     an online community in advance.                          In this interactive session, we’ll explore the impact    will open up your creativity through a fun,
     Learn how to use web tools like social media,            in today’s market of negotiations and contracts with     interactive and enlightening exploration. In this
     virtual trade shows and online communities to            an industry attorney and a meeting consultant who        workshop we will:
                                                              specializes in contract negotiations. We strongly        • Go beyond the threshold of thinking “outside the box”
     create strategies that increase your event success.
     Issues of privacy, legal and regulatory compliance       recommend you send in your contract concerns             • Learn to open up your creative potential

     will also be covered. Participants will learn to use     to eisenstodt@aol.com prior to the session.              • Apply creative concepts to multiple disciplines

     web tools to:                                            By participating in this session you will:               • Explore your inner potential to develop ideas

     • Devise a strategy around their event                   • Analyze contract and negotiation principles            • Learn to think outside of the norm

     • Tie-in with existing campaigns                             and practices most often used in the meetings        • Learn how you can apply technology to the

     • Build community                                            business today                                          creative process
     • Drive trafmc to your event                             • Gain recognition of the impact of contract             • Learn the relationship between language and
     • Extend the value of your content and more                  language on outcomes                                    creative process
                          FACULTY: Marc Wallis, events        • Enhance your contract negotiation skills through                  FACULTY: Armen Gharabegian, CEO, Ethos
                          program manager, Intel and              increased knowledge and in-session practice of                  Design and Lounge22
                          Richard Norby, vice president of
                          creative services, Live Marketing       defending the language
                                                                                   FACULTY: Joan Eisenstodt, chief
                                                                                   strategist, Eisenstodt Associates
                                                                                   LLC and Kelly Bagnall, Esq.,
                                                                                   partner, Brown McCarroll LLP        S708 HALF-DAY WORKSHOP:
     S411 HALF-DAY WORKSHOP &
     ADVANCED LEARNING SESSION:                                                                                        International Exhibiting –
                                                                                                                       A Primer for Success
     How to Throw Standing                                    S602 HALF-DAY WORKSHOP:                                  SUNDAY 1:00 PM - 4:30 PM
     Room Only Special Events
     SUNDAY 1:00 PM - 4:30 PM                                 Build a Better Booth Design
                                                              SUNDAY 1:00 PM - 4:30 PM                                 This half-day session will present a 360 degree
                                                                                                                       view of international exhibiting, examining the
     If an event happens in the woods and no one is                                                                    three familiar planning phases:
                                                              Discover a new way to collaborate with your design       • Pre-Show: determining tactics for global brand
     around to see it, does it make a sound? One thing
     that all great special events have in common is          team and vendors to develop a stand out exhibit              positioning, successful interface with show
     a large crowd. You can’t get a crowd without             design and strategy. Discover how this unique                organizers, choice of international service
     generating a buzz from pre-show promotion to the         “3 Dimensional Brainstorming” technique can                  providers and budget control
     event itself. A must-attend for marketers looking        help a non-design professional/exhibit manager           • Show-Site: examine the various cultures and

     to take their customer event, consumer promotion,        have more impact in the preliminary design phase.            regulatory environments and give insight to
     internal sales training or other special event to the    You will learn to:                                           the extra challenges compared to exhibiting
     next level!                                              • Bring a collaborative process to your booth team           domestically
     • Learn tried and true strategies and                    • Utilize a fun “3-D Brainstorming” process              • Post-Show: determining the success of the

         methodologies that you can use before,               • Use visual tools to unlock creative ideas                  exhibition from a number of perspectives: ROI,
         during, and after your show                          • Develop solutions in a test case with your                 market penetration, message delivery
     • Workshop your own events and create concepts               colleagues                                           This is an ideal workshop for exhibit managers new
         you can take back and implement                      • Develop ’stand up’ experience to help                  to the international marketplace as well as giving
                                     FACULTY: Jim Andrews,        communicate your ideas                               a good holistic review for more seasoned hands.
                                     strategist and lead,     An introduction and hands-on demonstration will
                                     Tango; Kathy
                                     Wunderlich, event        allow you to experience the method mrst-hand.
                                     strategist, Tango and                         FACULTY: John Moyik, managing
                                     Ravi Pimplaskar, event                        partner, Design-Contact and Tony
                                     strategist, Tango                             Castrigno, CEO, Design-Contact
                                                                                                                       FACULTY: David Humphreys, project controller, SDD
                                                                                                                       Exhibitions; Errol Ahearn, senior director, healthcare
                                                                                                                       creative, Exhibitgroup/Giltspur; Terry Campanaro, VP,
                                                                                                                       client relations - healthcare, Exhibitgroup/Giltspur and
                                                                                                                       Cindy McCormick, associate director, global congress
                                                                                                                       and conventions, Wyeth Pharmaceuticals


30             QUESTIONS ABOUT EXHIBITING? CALL HALL-ERICKSON: 877.394.2114 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
 MONDAY, MARCH 15
                                                        M20310                                                     M209
  Monday, March 15, 8:00am - 9:30am
                                                        The Nuts and Bolts of                                      Best Practices - Producing




                                                                                                                                                                                   SUNDAY
                                                        Budgeting for Results                                      Outstanding Results
M106
                                                        MONDAY 8:00 AM - 9:30 AM
                                                                                                                   MONDAY 8:00 AM - 9:30 AM
Trade Show Objectives and
Performance Measurement                                                                                            Learn from a diversimed panel of exhibit managers
                                                        Armed with a well-organized approach to budgeting,         the methods they’ve used to reach new heights
MONDAY 8:00 AM - 9:30 AM                                you can enjoy successful money management.                 in their programs. Discover what your colleagues
Objective setting is more than simply knowing           In this session, you’ll learn to:                          are doing and how you can apply their successful
what you want to accomplish. It involves creating       • Use basic measurement tactics for establishing           practices to your own situation. In this session,
an effective method to measure the impact of your           budget-based goals                                     you will:
objectives on the existing event and creating           • Use those goals as benchmarks for long-term              • Learn about the best practices the panel partici-
benchmarks for measuring future events. A                   planning                                                   pants are currently using




                                                                                                                                                                                   MONDAY
well-honed show strategy can uncover surprises!         • Create and use budget templates that work FOR you        • See how to apply their best practices to your
Participants will learn to:                             • Estimate the costs of an exhibit and the related             programs
• Set focused objectives                                    expenses                                               • Find out how to bring new ideas and practices
• Find the metrics                                      • Find creative ways to drive down costs                       to your team
• Demne the performance indicators                      • Publish your results                                                MODERATOR: Mim Goldberg, CME, president,
• Establish benchmarks for success                                                                                            Marketech Inc. PANELISTS: Melissa Connolly,
                                                        This session covers the basics of exhibit budgeting,                  CTSM, event manager, TransUnion; Christine
This session is designed for exhibit managers at        to include creation and use of Excel templates that                   DiDomenico, assistant director of marketing
all levels. Each participant will learn a step-by-      assist with this task.                                                education and conventions, Purdue; Cyndi Erp
step approach to creating accountability for their                                                                 (CTSM candidate), senior manager of exhibits and events,
                                                                  FACULTY: Kimberly Kee, president,
                                                                                                                   KCI; Roger May, senior director, Siemens Medical
programs.                                                         Kinetic Events
                                                                                                                   Solutions; Pam Hannon (CTSM candidate), marketing
         FACULTY: Barry Siskind, president,                                                                        consultant, corporate marketing, LP Corp.




                                                                                                                                                                                   TUESDAY
         International Training and Management Co.


                                                                                                                   M225
                                                        M20610
                                                                                                                   The RFP Experience Clinic
M120
                                                        Show Operation Basics – Part I:                            MONDAY 8:00 AM - 9:30 AM
                                                        Pre-Show Planning
Power Play: Sales Leads                                 MONDAY 8:00 AM - 9:30 AM
                                                                                                                   This is a three-hour session with a break.
Are Why You Exhibit                                                                                                Attendees must register for both this session and
                                                                                                                   M226. (See p. 34)
MONDAY 8:00 AM - 9:30 AM
                                                                                                                   Monday’s classroom session is followed by an




                                                                                                                                                                                   WEDNESDAY
                                                        This session contains information that has been            opportunity for attendees to apply their newly
If you’re being asked to implement or improve your
                                                        presented in the All-Day Workshop, S201.                   developed interviewing and assessment skills
lead generation process at your trade shows, this
                                                        CTSM candidates can waive this session if you have         in the exhibit hall.
session will help you:                                  attended S201 All-Day Workshop.
• Understand the lead-to-sales process                                                                             The group gathers again Tuesday, 2:45 - 3:30 PM
                                                        For Part II (M20910) (See p. 34)                           for an informal debrief.
• Calculate ROI from your leads
                                                        This two-part session covers all the pre-show              Open only to corporate exhibit/event managers.
• Design lead forms that incorporate what your
                                                        planning for your on-site setup, including:                Are you faced with the challenges of preparing
    salespeople need to know                            • The Exhibitor Services Manual, space contract,
• Choose which lead equipment to use
                                                                                                                   an RFP? This broad-based, in-depth learning
                                                           show regulations, and IAEM guidelines and their         opportunity is for you. After structured discussions
• Maximize lead generation quantity and quality
                                                           impact on your exhibit plan                             in the session, you will leave with an exceptional
• Decide how to best follow-up, report back
                                                        • The four types of contractors providing on-site          set of RFP tools, templates and ideas.
    to management, and many other tips and
                                                           services (general, exclusive, ofmcial, and              Attendees will:
    techniques
                                                                                                                                                                                   THURSDAY
                                                           subcontractors), their roles, interaction, types        • Develop a set of prioritized needs, an action plan
                   FACULTY: Jim Obermayer, Sales
                   Lead Management Association             of services, and order forms                                and a new level of conmdence
                   and Matt Hill, president, The Hill   • The services and process to name an                      • Fine tune interviewing skills using role play
                   Group                                   Exhibitor-Appointed Contractor (EAC)                    • Put those skills into action interviewing potential
                                                        • Exhibit transportation types and how your choice             vendors in the exhibit hall
                                                           affects service and material handling (drayage) costs   • Share experiences and uncover best practices
                                                        • Shipping to the advanced warehouse vs.                   This unique learning opportunity will strengthen
                                                           direct-to-site                                          your RFP development process and put your mind
                                                        • Material handling and the costly variables               at ease the next time your program goes out to bid.
                                                                  FACULTY: Candace Adams, CTSM, CME, CEM,                               FACULTY: Alan Cordial, principal,
                                                                  CMP, CMM, “The Booth Mom®”, Trade Show                                Calan Communications and Rich
                                                                  Consulting                                                            Gilligan, president, Idea LLC




AMERICA’S LARGEST EXHIBITION OF TRADE SHOW AND EVENT MARKETING PRODUCTS AND SERVICES                                                                                          31
     MONDAY, MARCH 15
     M315                                                    M324                                                    M412 PROFILE IN EXCELLENCE:
     Bridging the Gap Between                                Using Web Tools To Increase Event                       Intel: Crafting Valuable
     Sales and Marketing                                     Success                                                 Attendee Experiences
     MONDAY 8:00 AM - 9:30 AM                                MONDAY 8:00 AM - 9:30 AM                                MONDAY 8:00 AM - 9:30 AM
     Are you pulled in different directions by sales and     Learn about the latest Web tools, technologies and
     marketing? Are you seeking greater executive in-        techniques to maximize your exhibit and event
     volvement to achieve program goals? You can play        success. Gain skills that extend the life of            Learn how to develop and use tools, processes, and
     a key role in bringing sales and marketing together     your trade show or event, reach people not in           other methods to make your next event one of your
     resulting in greater program success. This session      attendance, draw more attendees and capture             highest attendee-rated events. In this session, we
     will help you learn how to:                             valuable information. This session will also focus      will study a day-long seminar that Intel Corporation
     • Gain clarity in your role supporting sales and        on establishing two-way communication, enticing         and Nth Degree Events execute in multiple cities
         marketing                                           participation, and nurturing a sense of ownership.      around North America for IT executives and
     • Communicate effectively with senior level sales       Topics include:                                         managers. We will examine how to:
         and marketing managers                              • Virtual trade shows                                   • Use measurement and attendee feedback to
     • Gain buy-in from both groups enabling you to set      • Webcasts
                                                                                                                         drive improvement
                                                             • Interactive microsites
         measurable trade show objectives                                                                            • Create efmciencies around communication, roles,
                                                             • Social media
     • Pull together a cohesive event strategy that                                                                      and tools
                                                             • Online communities
         includes input from both sides                                                                              • Increase ROI with online tools
                                                             • Video on demand
     • Move beyond logistics and involve “internal                                                                   • Craft a valuable attendee experience
                                                             • Integration of web tools with live events
         customers” to build program support                                                                                             FACULTY: Marc Wallis, events
                                                                       FACULTY: Richard Norby, vice president of                         program manager, Intel and
                         FACULTY: David Saef, senior vice
                                                                       creative services, Live Marketing                                 Paul Nunes, client partner,
                         president, strategy & planning,
                         Exhibitgroup/Giltspur and Jeff                                                                                  Nth Degree Events
                         Rosell, sales executive,
                         Exhibitgroup/Giltspur


                                                                                                                     M520
                                                             M407 ADVANCED LEARNING SESSION:
     M317
                                                             Transitioning from                                      Essential Supervisory Skills
     Is Your Program Current,                                                                                        MONDAY 8:00 AM - 9:30 AM
                                                             Event Marketing to
     Relevant and of Value in
                                                             Experience Marketing                                    This session focuses on the critical skills required
     the New Business ”Normal”?                              MONDAY 8:00 AM - 9:30 AM
                                                                                                                     for effective supervision. Movement into a
     MONDAY 8:00 AM - 9:30 AM                                                                                        supervisory position presents a tremendous
                                                                                                                     challenge and a vast change in responsibilities.
     Today, what used to be normal in the show and                                                                   Unfortunately, many people have difmculties making
     exhibit industry is dramatically different than it      Attendees must register for both this session and       the transition into supervisory roles. This session
     once was. This means show and event managers            M408. (See p. 35)                                       will introduce participants to these critical skills
     must ask themselves what role their event program       This is a three-hour session with a break.              which include:
     plays in the new landscape – both today and in the                                                              • Communication
                                                             Today’s savvy audiences (customers, consumers,
     future. In this session, we’ll discuss how to ensure                                                            • Goal setting
                                                             media, partners, shareholders, etc.) are looking
     your program plays a strategic role in helping your                                                             • Performance assessment
                                                             for value above and beyond the transaction.
     company navigate the new business normal by:                                                                    • Feedback and coaching
                                                             They’re eager and able to pitch-in and co-create the
     • Identifying, creating and/or capitalizing on
                                                             market with you. Experience marketing is the most       • Exercising discipline
        emerging trends                                                                                              • Time management
                                                             immersive and engaging way to do that.
     • Leveraging competitive and marketplace
                                                             This session, taught by the creator of GPJ’s            These skills will be presented in the framework
        changes                                              renowned Program Strategy practice, will teach          of establishing self-assessment capabilities and
     • Creating new sales opportunities
                                                             you to:                                                 creating self-development plans with the goal of
               FACULTY: Keith Reznick, president, Creative   • Recognize the principles/characteristics of true      constant improvement in supervisory performance.
               Training Solutions
                                                                 experience marketing                                          FACULTY: Terrence Bishop, Ph.D., SPHR,
                                                             • Understand the difference between traditional
                                                                                                                               associate professor of management,
                                                                                                                               Northern Illinois University
                                                                 event marketing and experience marketing
                                                             • Realign the teams and processes you use to
                                                                 generate experience marketing programs
                                                                       FACULTY: David Rich, senior vice president,
                                                                       program strategy/worldwide, George P.
                                                                       Johnson




32                                       RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
M527                                                      M619 ADVANCED LEARNING SESSION:                         M706
A Piece of Peace: From Stress to                          Marketing Communications to                             Exhibiting in Dubai and Abu Dhabi
Success – Part I




                                                                                                                                                                                 SUNDAY
                                                          Social Audience Engagement –                            MONDAY 8:00 AM - 9:30 AM
MONDAY 8:00 AM - 9:30 AM                                  The Changing Event Landscape                            Dubai and Abu Dhabi are two important trade hubs
For Part II (M528) (See p. 35)                            MONDAY 8:00 AM - 9:30 AM                                in the Middle East and many exhibitors are currently
Especially designed for frequent business travelers,                                                              faced with the prospect of doing business in these
this interactive session will explain the causes                                                                  rapidly growing emirates. This session will give
and effects of stress. We will identify our unique                                                                attendees industry-oriented insight into the regions:
                                                          Events are by demnition social, yet many companies      • Cultural environment from both a social
personal stressors, discuss lifestyle tips, and
                                                          are hesitant or uncertain how to leverage social            and business perspective
practice meditation and visualization techniques to
                                                          media and virtual events in their portfolio. In this    • Available resources to assist exhibitors
transform scattered energy into productive fuel.
                                                          interactive panel discussion, we’ll explore how             and business visitors
Topics include:
• How stress effects your body and mind
                                                          social media is creating a paradigm shift in            • Major exhibition venues




                                                                                                                                                                                 MONDAY
• What prompts your personal stress reactions
                                                          customer communication and transforming                 • Future developmental plans of these
• Helpful tips for stress management at work and
                                                          experience delivery. Panelists will speak from their
                                                                                                                      destinations
                                                          experience, offer insights and discuss social media
   on business trips                                                                                              The aim of the session is to improve attendees’
                                                          case studies. We’ll explore:
• Self-massage and renexology to soften muscles,                                                                  knowledge, and therefore success, in exhibiting in
                                                          • Why all roads lead to audience centricity
   improve circulation and increase energy                                                                        this part of the world.
                                                          • The importance of listening to empower two way
• Visualization methods to increase conmdence                                                                                                      FACULTY: David
                                                             conversations                                                                         Humphreys, project
   and shift your mood
                                                          • Events as evergreen campaigns – rethinking                                             controller, SDD
          FACULTY: Katy Dreyfuss, president, A Piece of                                                                                            Exhibitions; Jason
          Peace Massage and Seminars                         time-bound limitations                                                                Popp, senior vice
                                                          • Overcoming the naysayers and skeptics                 president of international, GES Exposition Services and
                                                          • Demning achievable metrics and measurement            Michael Stewart, mnancial controller, SDD Exhibitions




                                                                                                                                                                                 TUESDAY
                                                                                           MODERATOR: Desiree
                                                                                           Lehrbaum, principal,
                                                                                           Lumen Consulting.       Monday, March 15, 8:30am - 11:30am
                                                                                           PANELISTS: Kelly
M61710                                                                                     Graham, manager
                                                          virtual events, Cisco Systems and Paul Salinger,        M306 FIELD TRIP:
Graphics Boot Camp: What Every                            vice president of strategic communications, Oracle
Event Manager Should Know                                                                                         Strategic Sales Tools:
MONDAY 8:00 AM - 9:30 AM
                                                                                                                  The Benemts of Executive
                                                          M621                                                    Briemng Center Programs
                                                          Design Geek                                             MONDAY 8:30 AM - 11:30 AM




                                                                                                                                                                                 WEDNESDAY
Not all graphics are created equal ... and neither        MONDAY 8:00 AM - 9:30 AM
is their impact. Improve your knowledge of this           Go inside the mind of one of the trade show
important subject and gain helpful insight. This          industry’s leading graphic designers to mnd out         Learn to develop an EBC Program as a synergistic
session covers the basics of graphic design and           how award-winning booths are made. You’ll gain          addition to your trade show and events program.
production with a specimc focus on trade shows and        insights into the design process, learn where           This session takes place at a local center and
events. Improve your show success and learn:              designers look for inspiration, and get the inside      includes:
• Essentials of graphic production                                                                                • Understanding how EBCs create an experience
                                                          scoop on the latest trends and innuencing
• How to control the process and manage your                                                                      • Learning to merge EBC programs with trade
                                                          technology. You’ll learn:
    internal customer                                     • What makes graphic designers tick                        show and event programs
• Basics of environmental graphics                        • How to work with a creative team                      • Evaluating the benemts of an EBC program
• Integrating your message                                • How to get the best results from your people -        • Building networks and buy-in
• Budgetary impact and planning                                                                                   • Developing your EBC plan and demning
                                                             and save time and money doing it!
                                                                                                                                                                                 THURSDAY
• Messaging hierarchy
                                                                    FACULTY: Jason Caldeira,                         business rules
• Alternative graphic delivery mechanisms                           design director, Tango                        • Identifying automation tools
          FACULTY: Brian Baker,                                                                                   • Developing a pre-launch plan
          design director, MC2
                                                                                                                  • Promoting and launching your program
                                                                                                                  • Managing and continuously evaluating your
                                                                                                                     program
                                                                                                                                                 FACULTY: Rod Pacheco,
                                                                                                                                                 creative director,
                                                                                                                                                 PG Exhibits; Darby
                                                                                                                                                 Mason-Werner, CTSM,
                                                                                                                                                 corporate briemng and
                                                                                                                  events program manager, Xilinx, Inc. and Mimi
                                                                                                                  Peckham, senior account executive, PG Exhibits



EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                            33
     MONDAY, MARCH 15
                                                             •   Collecting critical data                            •   Create continuity and streamline future planning
     Monday, March 15, 10:00am - 11:30am                     •   Follow through                                                FACULTY: Bob Milam (CTSM candidate),
                                                                        FACULTY: Mike Mraz (CTSM candidate),                   Trade Show Bob, Tango and Jim Andrews,
                                                                        principal, Exhibiting Excellence                       strategist and lead, Tango
     M10510
     Using Surveys to Measure
     Your Performance in
     Trade Shows and Events                                                                                          M220
     MONDAY 10:00 AM - 11:30 AM                              M20910
                                                                                                                     Is Your Procurement
                                                             Show Operation Basics –                                 Department Innuencing
                                                             Part II: On-Site Implementation                         Your Marketing Goals?
     Your CFO, CMO, and purchasing ofmcer are all            MONDAY 10:00 AM - 11:30 AM
     demanding more than anecdotal information.                                                                      MONDAY 10:00 AM - 11:30 AM
     Providing event performance metrics is now a                                                                    More often than not, procurement departments
     MUST. This session will focus on post-event                                                                     are extending their innuence over most of the
     surveys that give you the data to make sound            This session contains information that has been         expenditures companies make. This can even
     strategic and tactical decisions. You will learn to     presented in the All-Day Workshop, S201.                include marketing departments and their programs.
     provide the return on objectives that your              CTSM candidates can waive this session if you           While this may be a logical way to reduce short-
     executives seek. Plus, you’ll get questionnaire         have attended S201.                                     term costs, it can create signimcant obstacles
     samples you can use right away. We’ll cover:            It is recommended that session M20610 (offered          to long-term goals and established vendor
     • The benemts of measuring                              8:00-9:30 AM) be taken prior to this session. (See      relationships. Improve the success of your program
     • A typical measurement planning process                p. 31)
                                                                                                                     by learning how to:
     • Research techniques                                   This two-part session covers scheduling and             • Reach a common ground with your procurement
     • Measuring by Objectives: map surveys                  implementing your on-site plan, including:                 department
        to objectives                                        • Developing a schedule for installation and
                                                                                                                     • Better understand the position of your
     • Post-show attendee and lead surveys                      dismantle including shipping, material handling,
                                                                                                                        procurement department and help them
     • Understanding exhibit performance metrics                utilities, carpet, exhibit, graphics, and product
                                                                                                                        understand yours
     • Trade show norms (by industry)                        • The process of freight move-in from the
                                                                                                                     • Provide a value to intangible costs such as
     • Solutions to problems determined via case                advanced warehouse and marshaling yard
                                                                                                                        leadership, creative solutions and industry
        studies                                              • The various unions working in convention
                                                                                                                               FACULTY: Shana Carr, division president -
               FACULTY: Ian Sequeira, executive vice            facilities, their roles, rate variations, and                  southwest, MC2
               president, Exhibit Surveys Inc.                  working successfully with union labor
                                                             • Which states have “right-to-work” laws and how
                                                                they impact exhibitors
                                                             • The calculation of your electrical requirements,
                                                                variations in convention venues, and industry
     M113                                                       standards                                            M226
                                                             • How to audit mnal show bills from various
     A Lead is Only a Lead if It                                                                                     The RFP Experience Clinic
                                                                on-site contractors
     Leads to Something                                                 FACULTY: Candace Adams, CTSM, CME,           (continued)
     MONDAY 10:00 AM - 11:30 AM                                         CEM, CMP, CMM, “The Booth Mom®”,             MONDAY 10:00 AM - 11:30 AM
                                                                        Trade Show Consulting
     Imagine the theatre manager building the perfect                                                                Attendees must register for both M225 and M226.
     set, promoting a run of performances, sewing                                                                    This is a three-hour session with a break. For session
     beautiful costumes, but not rehearsing the actors.                                                              description refer to M225. (See p. 31)
     Ridiculous you say? Companies do it every day on
     the trade show noor. They create the perfect exhibit,   M215
     select the best shows, and master the mountain of       Trade Shows: The Big Picture                            M313
     logistics, but don’t bother to properly prepare the
                                                             MONDAY 10:00 AM - 11:30 AM
     staff. Content to be covered:                                                                                   Creating Winning Direct Mail
     • The power of purpose                                  This essential session will give you the 30,000         Promotions: Back to Basics to
     • Checks and balances                                   foot view of the entire trade show development
     • Characteristics of the successful staffer             process. You’ll learn the key steps involved in fully
                                                                                                                     Improve Response
     • Your relationship continuum                           developing an exhibiting plan for a trade show, plus    MONDAY 10:00 AM - 11:30 AM
     • A personal pre-show plan                              anything and everything that could possibly go into     For experienced marketers and direct mail
     • Basic booth behavior                                  an exhibiting plan – all in 90 minutes, and all on      neophytes alike. Review the six steps for success:
     • Outreach vs. resource                                 one page!                                               objectives, measurement, audience research,
                                                             • Boil down the complex process into 4 simple steps     formats, lists, and offers. See how the same
                                                             • Help others in your organization understand           invitation idea was tested using three different
                                                                the full picture                                     offers and lists, and how the approaches impacted


34                                      RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
results. Discover ways to translate your knowledge    some fresh ideas that you can apply to your              M522
of target prospects to attract trafmc. See examples   program. We’ll dive into:                                Ethics in Organizations
that ignite the imagination and can be applied to     • Guerilla Marketing - bending the rules without




                                                                                                                                                                         SUNDAY
your direct mail initiatives.                            getting busted                                        MONDAY 10:00 AM - 11:30 AM
• Review the fundamentals of successful direct        • Using Twitter, Facebook, YouTube, LinkedIn,
    mail campaigns                                       and other social media platforms
• Discover how direct mail differentiates you and     • Demonstrating impact - connecting visits to
                                                                                                               This session will communicate the importance of
    attracts the right attendees                         the trafmc generation strategy                        ethics in organizational management. Examples
• Get out of the quick and dirty postcard trap        • Case studies from Dell and other top brands
                                                                                                               of ethical crises in organizations will show how
          FACULTY: Judi Baker-Neufeld, founder/
                                                                                                               managers can innuence the ethical performance
                                                                FACULTY: Dax Callner, creative strategist
          president, TradeShows Plus!                                                                          of their employees and the organization. Specimc
                                                                                                               topics to be covered:
                                                                                                               • The “anti-ethic” and its impact in organizations
                                                                                                               • Ethical innuences in organizations




                                                                                                                                                                         MONDAY
                                                                                                               • Codes, rules and regulations
                                                                                                               • Leadership and culture
M31510                                                M408 ADVANCED LEARNING SESSION:
                                                                                                               • Stafmng practices

Integrated Marketing                                  Transitioning from Event                                 • Compensation and reward systems
                                                                                                               • Professional ethics
Communications                                        Marketing to Experience
                                                                                                               • Building ethical organizations
MONDAY 10:00 AM - 11:30 AM
                                                      Marketing (continued)                                    Participants will see the importance of having
                                                      MONDAY 10:00 AM - 11:30 AM                               explicit plans to shape organizational performance
                                                                                                               in the context of ethics and developing personal
                                                                                                               strategies for managing ethics.
Integrate your trade shows with your marketing
                                                      Attendees must register for both M407 and M408.                    FACULTY: Terrence Bishop, Ph.D., SPHR,
communication programs and watch your results                                                                            associate professor of management,




                                                                                                                                                                         TUESDAY
skyrocket! Leverage all marketing communication       This is a three-hour session with a break. For                     Northern Illinois University
mediums by:                                           description refer to M407. (See p. 32)
• Demning show objectives
• Matching objectives to the correct marcom
   medium                                             M420
• Recognizing your audience                           Meeting and Event Contracts:                             M528
• Allocating your budget for maximum results
                                                      What Happens After Signature?                            A Piece of Peace: Personal Energy
• Developing potential benchmarks
                                                      MONDAY 10:00 AM - 11:30 AM                               Renewal – Part II
• Understanding strengths and weaknesses of
   pre-show, on-site, and post-show tactics                                                                    MONDAY 10:00 AM - 11:30 AM




                                                                                                                                                                         WEDNESDAY
• Analyzing your results for continuous                                                                        Part I – Pre-requisite: Session M527. (See p. 33)
   improvement                                        Circumstances change, and contracts may need             Building on the informational foundation of
By reviewing examples, you’ll be prepared to create   to take this into consideration. In this session,        From Stress to Success, Personal Energy
effective, powerful, and integrated promotion         we’ll look at whether you can re-negotiate contract      Renewal offers simple yet powerful techniques to
strategies.                                           terms after signature and issues covering a              activate excellence through stress reduction and
          FACULTY: Katharine Chestnut, gold level     change of circumstances. To meet your needs, we          energy renewal. This session combines yoga,
          CTSM, director of research and              strongly recommend you send previously contracted        meditation, controlled breathing, and related
          measurement, Derse                          language that now poses a concern to eisenstodt@         techniques to enhance your productivity and
                                                      aol.com prior to the session. By participating in this   serenity. Wear comfortable, nexible clothing.
                                                      session, you will:                                       You will learn:
                                                      • Review contract language and conditions that
                                                                                                               • Yoga techniques to enhance your nexibility
                                                          may impact your options                                 and strength
M316
                                                                                                                                                                         THURSDAY
                                                      • Analyze re-negotiations from “the other side”
                                                                                                               • Breathing exercises to calm your nerves
Using Social Media &                                      as well as your own                                     and clear your mind
Guerilla Marketing to                                 • Create a checklist for initiating and
                                                                                                               • Meditation techniques to help you relax
Drive Booth Trafmc                                        memorializing a contract addendum or                    and focus your attention
                                                          amendment
MONDAY 10:00 AM - 11:30 AM                                                                                     • Progressive Relaxation to refresh your energy
                                                                          FACULTY: Joan Eisenstodt, chief
                                                                                                                         FACULTY: Katy Dreyfuss, president,
Contests and tchotkes may pique a trade show                              strategist, Eisenstodt Associates
                                                                                                                         A Piece of Peace Massage and Seminars
                                                                          LLC and Kelly Bagnall, Esq.,
attendee’s interest but there are far more creative                       partner, Brown McCarroll LLP
(and fun!) approaches to driving trafmc. This
all-new session will highlight some of the creative
ways that companies are delivering qualimed
visitors to their booths, and will inspire you with


EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                    35
     MONDAY, MARCH 15
     M610                                                    M622
                                                                                                                        Monday, March 15, 3:45pm - 5:15pm
     Inside the Attendee’s Mind: A Trip                      Exhibit Like You Give a Darn –
     Down Memory Lane                                        A Practical Guide to Green                               M110
     MONDAY 10:00 AM - 11:30 AM                              Exhibiting                                               Metrics Matter: Choosing
     Attendees...What’s going on inside their heads?         MONDAY 10:00 AM - 11:30 AM                               Measurement Tools That Will Best
     What makes your company “memorable”
     among thousands of marketing messages? Learn
                                                                                                                      Evaluate Your Program
     three types of memory and how to incorporate                                                                     MONDAY 3:45 PM - 5:15 PM
                                                             This session was previously titled “The Greening
     elements that stimulate retention for your exhibit.                                                              Trade show managers are under pressure to justify
                                                             of the Exhibit Industry – Part II.”
     Go inside the attendee’s mind to understand what                                                                 the value of their programs to avoid budget cuts or
     makes an impression as they walk down the aisle.        In order for any green initiative to be truly
                                                             successful, you must stop worrying about the small       elimination of shows from their schedules. We are
     We’ll explore:                                                                                                   familiar with leads collected or sales achieved at
     • How memory is formed
                                                             things and tackle the most energy-intensive and
                                                             carbon-producing elements of your trade show             shows, but there are other options to measure. In
     • The three types of memory                                                                                      this session we’ll explore alternate metrics to report
     • Areas of exhibiting to increase memorability
                                                             program head on. In this highly interactive,
                                                             intermediate level session, attendees will learn         that will help you justify your program’s worth. We’ll
     • Participate in memory exercises to prove the                                                                   examine the following:
                                                             how to:
        point!                                               • Launch green initiatives on a tight budget
                                                                                                                      • How to decide which metrics to measure, based
               FACULTY: Jerry Gerson, corporate training                                                                 on your industry
                                                             • Find their areas of impact and apply simple
               and measurement, Marketech Inc.                                                                        • What metrics you can measure if your company
                                                                 solutions to help curb their impact on the
                                                                 environment                                             sells a service
                                                                                                                      • Why measurement is vital to your role
                                                             • Create a measurable set of goals and objectives
                                                                                                                      • How consistent measurement positions you as
                                                                 to set the course of the program onto a greener
                                                                 path                                                    your program’s expert
     M620 ADVANCED LEARNING SESSION:                                             FACULTY: John Woo, design            This session will help you determine what you can
     How Social Should Your                                                      director, Chicago, Exhibitgroup/     measure and you’ll learn techniques to put into
                                                                                 Giltspur and Stephanie Recalde,      practice immediately, whether your company sells a
     Event Portfolio Be –                                                        3D designer, Exhibitgroup/
                                                                                                                      product or a service.
                                                                                 Giltspur
     An Interactive Workshop                                                                                                    FACULTY: Melanie Swanson, gold level CTSM,
     MONDAY 10:00 AM - 11:30 AM                                                                                                 CMP, marketing event planner, American
                                                                                                                                Family Insurance
                                                             M705

     Pre-requisite: Session M619. (See p. 33)
                                                             VAT (Value-Added Tax) Refunds:
     In this panel, senior event practitioners will          Money Back Guarantee?
                                                                                                                      M118 PROFILE IN EXCELLENCE:
     facilitate small working groups to apply insights       MONDAY 10:00 AM - 11:30 AM
     from the mrst session to take their events’ use of                                                               Philips Healthcare:
                                                             Value Added Taxes (VAT) represent a signimcant
     digital media to the next level. Participants will      expense when exhibiting internationally, yet only        Merging RFID with Research
     be collaborating on a real challenge and using the      3% of American companies apply for available             to Measure Behavior and Results
     workshop framework to consider possibilities and        refunds. If you exhibit internationally or organize      MONDAY 3:45 PM - 5:15 PM
     map out a social media approach for their program.      foreign trade shows, discover how to recoup
     Session pre-work will include social media              up to 25% of exhibition and travel costs with
     participation in conference group to gather insights    VAT refunds. You will learn:
     and provide learning foundation. This session           • How a VAT system works                                 By examining how Philips Healthcare utilized RFID
     represents a unique opportunity to tap into             • What expenses are eligible for VAT refunds             tracking in their exhibit to measure visitor behavior,
     collective wisdom of experienced event veterans         • Paperwork requirements and deadlines                   we can learn how to integrate visitor research with
     and colleagues in a small workgroup environment.        • What to do if your company is charged import/          RFID data to drive desired results, allow the sales
                                      MODERATOR: Desiree        customs VAT on the shipment of exhibit                team to utilize RFID data in post-event follow-up,
                                      Lehrbaum, principal,
                                      Lumen Conulsting.         materials                                             and ensure a positive return on investment.
                                      PANELISTS: Kelly       Extensive resources will be provided and samples         In this session you will learn:
                                      Graham, manager        of VAT refund claim forms will be distributed to         • A new method of measurement that gives a
     virtual events, Cisco Systems and Paul Salinger, vice                                                                more dynamic and in-depth understanding of
     president of strategic communications, Oracle           attendees.
                                                                       FACULTY: Lorri Ann Hurst, managing director,       visitor behavior and exhibit results
                                                                       TTM International                              • How Philips used the mndings to reduce costs
                                                                                                                      • How to identify ways to improve the performance
                                                                                                                          of staff and exhibit
                                                                                                                                          FACULTY: Jeff Masters, senior
                                                                                                                                          manager, global event marketing
                                                                                                                                          group, Philips Healthcare and
                                                                                                                                          Skip Cox, president, Exhibit
                                                                                                                                          Surveys Inc.


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M20210                                                   M231                                                     M322

Basic Project Management and                             Is There a Technology                                    Customer-Driven (and Personal)




                                                                                                                                                                             SUNDAY
Reporting Skills                                         Doctor in the House?                                     Excellence
MONDAY 3:45 PM - 5:15 PM                                 MONDAY 3:45 PM - 5:15 PM                                 MONDAY 3:45 PM - 5:15 PM
                                                         Learn how to be your own technology doctor with          Shows and events are among the options your
                                                         these show saving tips for common technology             internal customers can invest in to accomplish
Every exhibit manager goes through it – getting          problems encountered by exhibitors. You plugged in       their marketing (and sales) goals/objectives.
your arms around all of the details! In this session     your brand new monitor and nothing happens. Now          Customer-driven excellence is a strategy you can
we will discuss how to apply project management          what? Don’t be stranded by technology, learn about:      implement to: 1) differentiate your show/event
                                                         • Plasma displays – common problems and mxes
techniques to the tools of trade show planning and                                                                program from other marketing options; and 2)
                                                         • DVD players – which media is best and how to
execution. We’ll explore communication processes,                                                                 increase satisfaction and the quantimable value
goal setting, team building, and ways to allow              pick the right player                                 your program provides. Customer-driven (and
                                                         • Computers – hardware and software mxes from            personal) excellence:
others to follow your progress. You’ll also uncover a




                                                                                                                                                                             MONDAY
simple way to report your project results in a clear,       the show noor                                         • Demands constant awareness of each

concise fashion. We’ll explore:                          • Speakers & microphones – eliminate humming                customer’s:
• The world according to Project Management                 and buzzing forever                                         - Current opportunities and challenges
   Institute                                             • Show services – how to properly order power                  - Anticipated marketplace and competitive
• Four areas for exhibit managers to consider               and internet services                                         changes
• Effective organizational leadership                    • Communicate specs – what your content                  • Is the commitment to provide superior service
• Task management and project tracking tools                developers need for success                              throughout your customers’ experiences with
• Reporting your results                                           FACULTY: Jeff Kidd, vice president, business      your event management team?
          FACULTY: Jerry Gerson, corporate training                development, BrightPipe                        • Can enhance credibility and build trust,
          and measurement, Marketech Inc.                                                                            conmdence and loyalty
                                                                                                                           FACULTY: Keith Reznick, president,




                                                                                                                                                                             TUESDAY
                                                                                                                           Creative Training Solutions


                                                         M321
M20410
                                                         Emerging Best
Don’t Skip the Meetings – Pre-, At-,                     Practices: Virtual Events                                M331 ADVANCED LEARNING SESSION:
and Post-: Guideposts to Success                         MONDAY 3:45 PM - 5:15 PM                                 Exhibit Thinking 2.0
MONDAY 3:45 PM - 5:15 PM
                                                         The key to success with virtual technology               MONDAY 3:45 PM - 5:15 PM
                                                         marketing programs is to establish a strategy and




                                                                                                                                                                             WEDNESDAY
                                                         content that engages your participants. Virtual
If you want an event, whether it is large or small,      events can produce stronger ROI business results,        It’s “not your daddy’s trade show” anymore.
that generates high ROI, a staff briemng is a critical   and integrating these events with your company’s         Times have changed, and your trade show
ingredient. In this interactive, hands-on session you    live event strategy to exploit potential synergies is    campaigns must change in light of today’s new
will learn what agendas and techniques work, how         important. Get an overview of the event trend that       business paradigms. What do you need to know to
to achieve management buy-in, and get staffers           you can’t ignore by exploring such topics as:            re-vamp your thinking? What “sacred cows” should
to attend your pre-show, at-show and post-show           • Extending event programs beyond physical and
                                                                                                                  you slaughter, and which should you keep? Think
meetings. You will explore:                                  time constraints                                     strategic, smart, and above what 95% of exhibitors
• What types of pre-show meetings work best              • Providing novel ways to engage prospects and
                                                                                                                  are now doing. Learn how to think intelligently,
• Who should be involved in planning and                     collect qualimed leads                               removing boundaries (real and artimcial) that limit
    conducting the meetings                              • Educating customers about products/solutions
                                                                                                                  continuing success.
• A variety of training techniques that work to          • Providing a rich, immersive environment                • Learn the fundamental value drivers at work in
                                                                                                                                                                             THURSDAY
    prepare, update and report to the staff                                              FACULTY: Paul Dodd,          all trade shows
• Using outside talent and supporting tools                                              chief strategy ofmcer,
                                                                                                                  • Understand your role in the big picture to exert
                                                                                         6Connex; Richard
          FACULTY: Marc Goldberg, CME, founder/                                          Norby, vice president        more innuence on all industry players
          partner, Marketech Inc.                                                        of creative services,    • Learn how to rise above what 95% of exhibitors
                                                         Live Marketing and Scott Kellner, CMO, 6Connex
                                                                                                                      are now doing (or rather, not doing)
                                                                                                                                     FACULTY: Bob Milam (CTSM
                                                                                                                                     candidate), Trade Show Bob,
                                                                                                                                     Tango and Jim Andrews,
                                                                                                                                     strategist and lead, Tango




EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                        37
     MONDAY, MARCH 15
     M414                                                    M501                                                   M517
     Don’t Let Green Make You See Red                        Managing the                                           Career Moves in
     MONDAY 3:45 PM - 5:15 PM                                Millennial Generation                                  a Tough Economy
                                                             MONDAY 3:45 PM - 5:15 PM                               MONDAY 3:45 PM - 5:15 PM
                                                             Workers born since 1980 are often referred to as       You’re under-utilized. Or you were laid off. Perhaps
     In this session, designed for those beginning their     part of the “Millennium Generation.” Chances are,      you have waited to change jobs because you
     green journey, an industry advocate will discuss the    you will need to know how to recruit, train, manage,   weren’t sure this was the time to risk a secure
     types of environmental-related requests as they         motivate, and retain these younger workers for your    job and benemts for something more suitable.
     relate to meetings and events. Information on           company to grow and be successful. This session,       In this interactive session, we’ll explore possibilities
     general contract terms and provisions, along            run by one mfty-something management type and          for career moves in a tough or healthy economy.
     with the legal and risk related aspects of certain      one Millennial, will teach you:                        Strongly recommended reading before the session:
     requests will be examined. In this session, you will:   • How Millennials think of themselves                  “Now Discover Your Strengths” or “Strengths 2.0”
     • Review the most common environmental-                 • How management thinks of Millennials                 and Dan Pink’s “A Whole New Mind.” As a result
         related requests for meetings and events            • Identifying and resolving communication, work        of participating in this session, you will:
     • Analyze the availability of green initiatives at         ethic, and etiquette issues                         • Gain conmdence in your strengths
         facilities and the challenges to comply with        • Classic management techniques that can still         • Determine how to deploy skills and strengths in
         certain requests                                       be effective                                            new directions
     • Gain recognition of legalities of environmentally     • What Millennials and managers can learn from         • Build your resumé and learn how to better sell
         based requests                                         each other                                              yourself
               FACULTY: Kelly Bagnall, Esq., partner,                            FACULTY: Julia Grandi, graduate              FACULTY: Joan Eisenstodt, chief strategist,
               Brown McCarroll LLP                                               student, California State                    Eisenstodt Associates LLC
                                                                                 University, Chico and Matt Hill,
                                                                                 president, The Hill Group




     M416 ADVANCED LEARNING SESSION:                                                                                M603 AUTHORS EXECUTIVE SERIES:
                                                             M507 ADVANCED LEARNING SESSION:
     How To Throw Responsible                                                                                       Authenticity is the New Quality
                                                             Managing in a
     Customer Events                                                                                                MONDAY 3:45 PM - 5:15 PM
     MONDAY 3:45 PM - 5:15 PM
                                                             Changing Environment
                                                             MONDAY 3:45 PM - 5:15 PM

                                                                                                                    Contrived. Disingenuous. Phony. Inauthentic. Do
     With recent excesses and bad press around                                                                      your customers use any of these words to describe
     customer events, this indispensable session will        People don’t resist change! They resist being          what you sell or how you exhibit it? In a world mlled
     teach you how to develop and produce socially,          changed. This session will focus on understanding      with ever more mediated and staged experiences
     economically and politically correct customer           the change process and how it affects organizations    – an increasingly unreal world – customers now
     events.                                                 and individuals. This session will provide valuable    make decisions based on how real they perceive
     • Discuss how companies are entertaining in this        insight into understanding the changes in you,         various offerings to be, as much if not more so than
        new and judgmental environment                       your people, your boss, your organization, and your    on price, quality, and availability. In this session,
     • Learn what NOT to do through real-life case
                                                             industry. You’ll learn:                                author James H. Gilmore will:
                                                             • If you are ready for change or are resisting         • Share thoughts from his book, “Authenticity”
        study
     • Discover the “new reality” of customer events
                                                                change                                              • Address how enterprises must manage the
                                                             • To use a model for change that will help you            customer perception of authenticity
        and what it means for your sales efforts and
        community relations                                     manage your people and your department better       • Get real!
                                                             • Four distinct problems of change that the                      AUTHOR: Jim Gilmore, co-founder, Strategic
               FACULTY: Kathy Wunderlich,
               event strategist, Tango                          resisters can feel and what to do about them                  Horizons LLP and co-author of “The
                                                             • The important key to understanding how to get
                                                                                                                              Experience Economy” and “Authenticity”
                                                                from endings to new beginnings
                                                             • How change affects all living things from the
                                                                people in your department, to your boss and
                                                                even to the industry in which you operate
                                                                       FACULTY: G. Dan Lumpkin, CMC
                                                                       (certimed management consultant),
                                                                       president, Lumpkin & Associates




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M614                                                       M703
The Experience is the Message –                            Globalization Trends
Story, Drama and Your Brand in                             in the Trade Show Industry




                                                                                                                        SUNDAY
Experiential Marketing                                     MONDAY 3:45 PM - 5:15 PM
MONDAY 3:45 PM - 5:15 PM


                                                           Get a summary of a comprehensive primary
This session looks at exhibiting through a theatrical      marketing research study completed among
lens in order to understand how you can improve            high-level U.S. corporate executives (performed
the interest and memorability of your brand at live        by Pioneer Marketing Research on behalf of
events. This session will include a visit from a           EXPOTECHNIK America). The study examined these
physical comedian for the world renowned Cirque            executives’ views of the impact of globalization
du Soleil who will punctuate key learning points           on the trade show industry, including key issues,




                                                                                                                        MONDAY
about getting attention, story and drama. In this          challenges, and a vision for the future. The insights
session, we’ll learn:                                      gained in this presentation will be valuable for
• What drama and storytelling can do for brand             exhibit providers, corporate planners, marketers,
   communications                                          advertisers, and industry professionals as they
• How to connect compelling storytelling with              develop objectives, goals and strategies relating to
   effective experiential marketing                        globalization. We’ll discuss:
                                                           • Goals and outcomes of the research study and
• The 5 key ingredients for producing brand drama
   at live events                                             methodology
                                                           • General challenges resulting from globalization
          FACULTY: Stephen Mapes, MBA, MA, vice
          president, creative services, Impact Unlimited   • Outline a process to approach global trade show
          and associate professor, Drexel University          planning




                                                                                                                        TUESDAY
                                                           • Organizational structure options to approach
                                                              global markets
                                                                               FACULTY: Mel Blackwell, vice
                                                                               president of sales, Expotechnik
M61910                                                                         America and Philip Soschinski,
                                                                               executive vice president,
Exhibit Design –                                                               Expotechnik America
from Concept to Completion
MONDAY 3:45 PM - 5:15 PM




                                                                                                                        WEDNESDAY
Conceiving and creating a good exhibit design
involves much more than just hiring an expensive
exhibit house. In this session, non-designers will
learn proven methods for navigating the exhibit
design process from start to mnish. You’ll learn the
answers to four key questions – and why they’re so
important:
• What’s the mrst step in the design process?
• Who is responsible for deciding what type of
   design is right for your company’s exhibit?
• What will your dollar buy?
                                                                                                                        THURSDAY
• How do you know if a design idea is right or
   wrong for your company?
          FACULTY: Jim Andersen, chief executive
          ofmcer, Steelhead Productions




EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                   39
     TUESDAY, MARCH 16
                                                              T20310                                                    T213
       Tuesday, March 16, 8:00am - 9:30am
                                                              The Nuts and Bolts of                                     Big or Small: This Nine-Step Plan
     T103                                                     Budgeting for Results                                     Covers it All!
                                                              TUESDAY 8:00 AM - 9:30 AM                                 TUESDAY 8:00 AM - 9:30 AM
     Lead Follow-Up –
                                                                                                                        You’ve got a 10’ x 20’ exhibit with a $10K budget
     STOP the Blame Game                                                                                                and a 30’ x 40’ with a $100K budget. They both
     TUESDAY 8:00 AM - 9:30 AM                                Armed with a well-organized approach to budgeting,        need a plan. Start with this simple nine-step
     Today, trade show budgets are under the watchful         you can enjoy successful money management. In             approach and manage both easily. Improve your
     eyes of upper management looking to cut costs.           this session, you’ll learn to:                            show success and learn to:
                                                              • Use basic measurement tactics for establishing          • Use the plan to determine goals and objectives
     That means once a show is over, the blame game
     between marketing and sales usually begins if                budget-based goals                                    • Use target audience critical issues to build your
                                                              • Use those goals as benchmarks for long-term                theme
     leads aren’t followed-up. In this session, you will
     learn an industry-proven, do-it-yourself method to           planning                                              • Gather feedback from staff to improve
                                                              • Create and use budget templates that work                  performance
     improve lead follow-up, protect your budget, and
     stop the blame game by:                                      FOR you                                               • Establish benchmarks to determine success
     • Cost-effectively responding to your leads              • Estimate the costs of an exhibit and the related        • Brainstorm to open up possibilities
     • Assuring 100% follow-up                                    expenses                                              • Sell your integrated concept to management
     • Showcasing success to your management                  • Find creative ways to drive down costs                  • Communicate to clarify strategies and tactics
               FACULTY: Richard Erschik, president,           • Publish your results                                    Real-world worksheets provided to streamline and
               RichardErschik.com                             This session covers the basics of exhibit budgeting,      simplify your process.
                                                              to include creation and use of Excel templates that                 FACULTY: Katharine Chestnut, gold level
                                                              assist with this task.                                              CTSM, director of research and
                                                                                                                                  measurement, Derse
                                                                        FACULTY: Kimberly Kee, president,
                                                                        Kinetic Events
     T112
     Avoid Survey SNAFU
                                                                                                                        T228
     TUESDAY 8:00 AM - 9:30 AM
                                                              T20710                                                    Conducting a Pre-Show
     Arm yourself with guidelines and tools you can use
     to avoid the most common problems encountered            Exhibiting and the Law:                                   Strategic Briemng
     when creating surveys. Learn from real-world             What You Need to Know                                     TUESDAY 8:00 AM - 9:30 AM
     examples and in-depth research on the right way to       TUESDAY 8:00 AM - 9:30 AM
     ask questions and capture results you can rely on.                                                                 Properly trained event workers will have the right
     In this session you will learn about:                                                                              attitude, skills, knowledge, motivation, and
     • Creating a plan: audience + purpose = design
                                                                                                                        conmdence to properly represent your company
                                                              It is recommended that this session be taken prior        and brand(s). Topics include:
     • Guidelines for good survey design                      to T41910. (See p. 44)                                    • Establishing your personal credibility
     • 5 challenges of crafting good questions                Your activities as an exhibit manager bring you in        • Establishing goals for your briemng
     • 10 most common survey mistakes                         contact with legal issues and concepts every day.         • Developing the content
     • The SNAFU FAQ – top 12 most common                     You need a basic overview of general legal concepts       • Opening and closing comments
         questions                                            and specimc information in the following areas to be      • Developing support and handout materials
     • Statistical relevance – conmdence level of             successful:                                               • Presentation skills (verbal, vocal, non-verbal
         results                                              • Contract formation and basic contract law                   and audience interaction)
     • Challenges at trade shows                              • Contract remedies and damages                           Participation will improve your:
     • Real world examples                                    • Responsibility for injury on the show noor (tort law)   • Conmdence, competence, and credibility

               FACULTY: Jeff Kidd, vice president, business   • Labor law                                               • Ability to prepare for and conduct an effective
               development, BrightPipe                        • Protecting your company’s products and brands               pre-show strategic briemng
                                                                 (intellectual property law)                            • Presentation skills

                                                              • Insurance                                               Conducting a better pre-show strategic briemng will
                                                              • Special event considerations, outdoor events,           lead to improved results and a better ROI.
                                                                 non-traditional venues                                           FACULTY: Keith Reznick, president,
                                                                                                                                  Creative Training Solutions
                                                              Legal terms and concepts will be explained. Many
                                                              case studies will be used to emphasize important,
                                                              common legal issues.
                                                                        FACULTY: Steve Stromberg, J.D., account
                                                                        executive, Exhibitgroup/Giltspur




40                                   QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
T233                                                      T327                                                    T413
We Respectfully Agree to                                  The One Per Cent Solution: Ignore the                   Bottom-Line Boost: Creative and




                                                                                                                                                                                 SUNDAY
Disagree – The Event                                      Masses and Focus on Key Attendees                       Effective Sponsorship Development
Contract and Points of Friction                           TUESDAY 8:00 AM - 9:30 AM                               for a Promtable Event
TUESDAY 8:00 AM - 9:30 AM                                 You’re committed to a huge show where only 1% of        TUESDAY 8:00 AM - 9:30 AM
                                                          the attendees will have any interest in what you’re
In this interactive session driven by attendees’
                                                          saying. How can you wade through the masses to
questions, a wide range of contract provisions will
                                                          mnd key buyers who will make or break your show?        This session was previously titled, “Bringing More to
be addressed, including service levels, bankruptcy
                                                          Learn how to:                                           Your Bottom Line – Creating Low-Cost, High-Value
and foreclosure, mnancial components, changes in
                                                          • Set goals and objectives – assess the risk of a       Sponsorship Packages.”
structure such as ownership or management, force
                                                             narrow focus                                         Developing sponsorship opportunities can add little
majeure (what it is and is not), indemnity and
                                                          • Build urgency and focus among your exhibit staff      or no incremental cost to your conference while still
insurance, and the struggles with cancellation and




                                                                                                                                                                                 MONDAY
                                                          • Filter show attendees                                 offering incredible value to your partners and help
attrition provisions. By participating in this session,
                                                          • Hold your sales force accountable for results         boost your own bottom line. In this session, we’ll
you will:
                                                          • Build in natural follow-up and reporting of the       examine how to:
• Enhance your knowledge of the relative
                                                             business you’ve created                              • Identify potential marketing opportunities
     positions of the parties to the negotiations
• Analyze variables related to the risks included
                                                          A real-world experience of this structured thinking     • Construct highly valued sponsorship packages
                                                          actually works – no matter what your budget is.         • Price sponsorship packages
     with contract provisions
                                                                    FACULTY: Bob Milam (CTSM candidate),          • Create a sales plan to reach revenue goals
                        MODERATOR: Joan Eisenstodt,                 Trade Show Bob, Tango
                        chief strategist, Eisenstodt                                                              • Track increased promtability
                        Associates, LLC.
                        FACULTY: Kelly Bagnall, Esq.,                                                                       FACULTY: Karen Daniele, VP/GM, EMS,
                        partner, Brown McCarroll LLP                                                                        Nth Degree Events
and Patricia Ekers, Esq., contracts counsel/manager of




                                                                                                                                                                                 TUESDAY
legal affairs, Experient Inc.
                                                          T329
                                                          Creative Success 101: Do
T307
                                                          It Right, Don’t Do It Over                              T521
Exhibiting Strategically –                                TUESDAY 8:00 AM - 9:30 AM                               Labyrinths – A Path to Stress Relief
Surviving the Changes – Part I                            In order to succeed, creative ideas must be more        TUESDAY 8:00 AM - 9:30 AM
TUESDAY 8:00 AM - 9:30 AM                                 than gimmicks in search of a strategy and message.      What better gift could you give yourself or your trade
For Part II (T308). (See p. 43)                           Well-executed concepts reinforce messages,              show attendees than a moment of peace, relaxation
Today’s environment requires the need to be more          promote products and services, collect                  and centering? Labyrinths are ancient paths of




                                                                                                                                                                                 WEDNESDAY
strategic in our planning, execution, and follow-up.      information for follow-up, and help accomplish          stress relief and relaxation. Unlike a maze with its
Part I explores what is strategic exhibiting and what     goals and objectives. In this course, attendees learn   dead ends and challenges, a labyrinth has one path
is not, looking beyond the logistics, making brand        through creative example and class interaction          to the center that can help you unwind and come out
enhancement attainable and measurable, and new            what works and what doesn’t in order to achieve         facing the world with a new outlook and attitude.
approaches to eclipse the mounting challenge of this      objectives and not waste time doing it over. In this    • Use labyrinths for stress relief, meditation
“blurrr” generation. In this session you will explore:    session, you will:                                          and centering
• How marketing mixes are changing                        • Explore “right moves” rules for creative success
                                                                                                                  • Draw labyrinths as a creative exercise
• Exhibiting for the right reasons                        • Apply the rules to ineffective creative to
                                                                                                                  • Establish a labyrinth tradition at your trade show
• Evaluating space vs. objectives                            avoid mistakes                                       • Rent or purchase a portable labyrinth
• Reducing your cost of ownership                         • Build on information shared to achieve
                                                                                                                  • Create a peaceful setting with scents,
• Best practices in strategic exhibiting                     creative success
                                                                                                                      music, lighting
           FACULTY: Marc Goldberg, CME, founder/                    FACULTY: Judi Baker-Neufeld, founder/
                                                                                                                            FACULTY: Gael Hancock (CTSM candidate),
                                                                                                                                                                                 THURSDAY
           partner, Marketech Inc.                                  president, TradeShows Plus!
                                                                                                                            APR, CHE, graduate program manager/
                                                                                                                            adjunct faculty, William F. Harrah College of
                                                                                                                            Hotel Administration, University of Nevada
                                                                                                                            Las Vegas




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                            41
     TUESDAY, MARCH 16
     T52110                                                   T61710                                                    sales, marketing, and even development are
     Negotiating Skills to Win                                                                                          done with a view toward international cultural
                                                              Graphics Boot Camp: What Every                            frameworks. Whether we realize it or not, all
     TUESDAY 8:00 AM - 9:30 AM                                Event Manager Should Know                                 business is done within the context of culture –
                                                              TUESDAY 8:00 AM - 9:30 AM                                 and there is a very real danger that the “unrealized”
                                                                                                                        component of culture can be damaging to
     We negotiate in everything we do in our life, at home,                                                             business relationships. This session explores
     and at work. Exhibit managers use negotiating as         Not all graphics are created equal ... and neither        cultural frameworks:
     a primary job tool. This program is based on the         is their impact. Improve your knowledge of this           • The “American Way” of doing business

     concepts of the most powerful negotiation practice       important subject and gain helpful insight. This          • Role of women/gender in business

     used in businesses and governments throughout the        session covers the basics of graphic design and           • Reducing stereotypical thinking

     world. These simple steps can be of assistance to        production with a specimc focus on trade shows            • Minimizing culture shock

     you in your personal and professional life at home       and events. Improve your show success and learn:          • Other frameworks: China, Brazil, Mexico & more

     and at work. In this session you will learn:             • Essentials of graphic production                                            FACULTY: Ian Denny, executive
     • The three types of interests that underlie the         • How to control the process and manage your
                                                                                                                                            vice president, Nuance
                                                                                                                                            International UK Ltd.; Jeffrey
        positions in negotiation                                  internal customer                                                         Hannah, president, Nuance
     • Five steps to being a better negotiator                • Basics of environmental graphics                                            International Inc. and Jessica
                                                                                                                        Latin, marketing manager, Nuance International Inc.
     • What keeps people from getting a good outcome          • Integrating your message
        in negotiation                                        • Budgetary impact and planning
     • The difference between negotiation and                 • Messaging hierarchy                                      Tuesday, March 16, 8:00am - 11:30am
        bargaining                                            • Alternative graphic delivery mechanisms
     • The public and private reasons people agree                      FACULTY: Brian Baker, design director, MC2
        with you                                                                                                        T406 FIELD TRIP:
     • The components of a sound and satisfying                                                                         The Best Thing is Being There –
        agreement                                                                                                       Site Inspection Workshop
               FACULTY: G. Dan Lumpkin, CMC (certimed
               management consultant), president, Lumpkin                                                               TUESDAY 8:00 AM - 11:30 AM
               & Associates
                                                              T618
                                                              Copywriting for Exhibits                                  Limited to 25 attendees.
                                                              TUESDAY 8:00 AM - 9:30 AM                                 When it comes to selecting an event venue, there’s
                                                              When prospective customers look at your exhibit,          no way around a site inspection. This session will
     T607 ADVANCED LEARNING SESSION:                                                                                    start in the classroom, then take attendees on a
                                                              what do they see? Compelling messages that
     Insights in Innovation                                   motivate action? Or simply ... words? This session,       site inspection of Mandalay Bay to evaluate their
                                                              taught by one of the exhibit industry’s top               qualimcations to host a mctional event. We’ll assess
     TUESDAY 8:00 AM - 9:30 AM
                                                              wordsmiths, will teach you the fundamentals               meeting room size, sleeping rooms, food and
                                                              of exhibit messaging. You’ll learn:                       beverage capability, and more. Learn:
                                                              • How to write succinct, impactful headlines              • How to prepare for a site inspection
     Attendees must register for both this session and        • How to craft messages that speak clearly and            • What questions to ask the facility
     T608. (See p. 44)                                                                                                  • What to look for on your facilities tour
                                                                  authentically to your audiences
     This is a three-hour session with a break.               • How to prioritize ideas within your exhibit             • How to create a custom checklist that will help
     How do you gain in-depth insights about ingenuity        • The fundamentals of message placement, and                  you compare one facility to another
     and innovation, from ten disciplines, in just three                                                                Leave with a site inspection master checklist that
                                                                  how much is too much when it comes to copy on
     hours? Attend this interactive session and learn                                                                   can be used for your own events.
                                                                  your booth walls
     creative thinking techniques drawn from ten                                                                                  FACULTY: Janet DiFabio-Good (CTSM
                                                                        FACULTY: Jim Beatty, creative director, Tango
     different books:                                                                                                             candidate), senior account executive, MC2
     • Some business-oriented, most not
     • Each offer a unique framework for thinking
         creatively
     • Explore each through an interactive exercise
     • Each has some memorabilia to give away
                                                                                                                        Tuesday, March 16, 10:00am - 11:30am
                                                              T707 ADVANCED LEARNING SESSION:
     Aimed at fostering greater imagination in your
     business strategy and operations, this educational       Global Frameworks                                         T114
     experience promises to be fast-paced, fun-mlled,         TUESDAY 8:00 AM - 9:30 AM
     and mind-expanding.
                                                                                                                        Hewlett-Packard
               FACULTY: Jim Gilmore, co-founder, Strategic                                                              Measurement Case Study
               Horizons LLP and co-author of “The                                                                       TUESDAY 10:00 AM - 11:30 AM
               Experience Economy” and “Authenticity”         In today’s globally competitive market, neglecting
                                                                                                                        This interactive session promles the HP measurement
                                                              subtle differences, or nuances, when doing cross-
                                                                                                                        programs. Specimcally, the presenters will discuss
                                                              cultural business can be devastating. Increasingly,

42                                  QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
and demonstrate how HP started, developed and          •   Obtain key information from your customers            their target audience in meaningful and impactful
built a cost-effective measurement program to:             and prospects                                         ways. This case study will focus on:
• Verify their ROO/ROI                                 •   Develop a universe of potential shows                 • Reading between the lines of an exhibitor prospectus




                                                                                                                                                                                SUNDAY
• Improve the performance of their program             •   Obtain and analyze data that will optimize            • Integrating marketing strategies
• Plan and make better decisions                           your participation                                    • Using an audience perception model

Examples of measurement tools and deliverables                                                                   • Communicating a strong message
                                                       •   Use a free ROI estimator developed for the
will be shared. This measurement program won                                                                     • Allocating resources
                                                           trade show industry
HP’s Operation One Voice top marketing award                                                                     • Utilizing effective measurement
                                                                 FACULTY: Ian Sequeira, executive vice
two years in a row and was recognized by IDC                     president, Exhibit Surveys Inc.                                      FACULTY: Judy Volker, marketing
Corporation as a best practice in event                                                                                               director, Iatric Systems and Roger
                                                                                                                                      May, senior director, Siemens
measurement.                                                                                                                          Medical Solutions
                    FACULTY: Glenda Brungardt,
                    CTSM, tradeshow/event manager,
                    HP Imaging and Printing Americas
                    Marketing and Skip Cox,            T203




                                                                                                                                                                                MONDAY
                    president, Exhibit Surveys Inc.                                                              T218
                                                       Exhibit Transportation:
                                                       Understanding Industry Changes in                         Identifying, Evaluating,
T116                                                   Getting Your Show on the Road                             Selecting and Managing
Maximizing ROI Starts With a                           TUESDAY 10:00 AM - 11:30 AM                               an I&D Labor Supplier
                                                       If you’re the average exhibitor, specialized
Numbers-Based Trade Show Plan                          transportation bills are gobbling up 15% of your
                                                                                                                 TUESDAY 10:00 AM - 11:30 AM
TUESDAY 10:00 AM - 11:30 AM                                                                                      When selecting a labor partner for installation
                                                       budget. The transportation industry is evolving and
                                                                                                                 and dismantling, it is important to weigh all the
                                                       not all changes are positive. You need to under-
                                                                                                                 elements. Choosing a provider that best fulmlls your
                                                       stand your transportation choices and how they
What’s the mrst step you take in planning your                                                                   trade show needs, such as program complexity,
                                                       impact the rest of your show program. “The Booth
                                                                                                                 exhibit properties, exhibitor/staff focus and budget,




                                                                                                                                                                                TUESDAY
trade shows? Picking strategies out of thin air, or    Mom®” will share her insight on:
being responsible with your resources and writing                                                                is important. In this session, you’ll learn how to:
                                                       • Industry changes affect on exhibit transportation
                                                                                                                 • Compare and contrast an EAC with a GC labor
a trade show marketing plan? This session, taught      • Choosing the most appropriate carrier and
by one of the exhibit industry’s most experienced                                                                   provider
                                                           service level                                         • Review the terminology involved in I&D labor services
marketing planners, will show you how to write         • Understanding carrier fee structures, insurance,
                                                                                                                 • Identify key elements included in any I&D labor RFP
a brief, but effective numbers-based plan. Don’t
                                                           and documentation                                     • Create and manage a set of specimc guidelines,
miss this opportunity to learn how to capitalize on
                                                       • How exhibit transportation, material handling,
ROI with the very mrst move you make with your                                                                      expectations and milestones
                                                           and I&D work hand-in-hand                             • Control your budget in a proactive manner
trade show! You’ll learn:
                                                       • 10 things most exhibitors don’t know about
• How to set quantimable measures for brand-                                                                     • Carry what was learned at one event to the next
                                                           exhibit transportation




                                                                                                                                                                                WEDNESDAY
    building, lead generation, new product intros,                                                                                    FACULTY: Bernie Massett, national
    PR, competitive analysis and other objectives      You’ll also receive a glossary of specialized                                  director of show services, MC2 Las
                                                       transportation terms.                                                          Vegas and Ted Barowich, director
• How to tie in quantimable strategies to ensure                                                                                      exhibit services, MC2
                                                                 FACULTY: Candace Adams, CTSM, CME, CEM,
    you meet these objectives                                    CMP, CMM, ”The Booth Mom®”, Trade Show
          FACULTY: Jim Andrews, strategist and lead,             Consulting
          Tango
                                                                                                                 T308
                                                                                                                 Exhibiting Strategically –
                                                       T210 PROFILE IN EXCELLENCE:                               Surviving the Changes – Part II
T20110                                                 Siemens Healthcare and                                    TUESDAY 10:00 AM - 11:30 AM

Selecting the Right Shows:                             Iatric Systems: Large                                     Part I (T307). (See p. 41)
                                                                                                                                                                                THURSDAY
                                                       Company, Small Company -                                  In this session we will explore a real case of an
The Critical Decision                                                                                            exhibiting company entering into a new market
TUESDAY 10:00 AM - 11:30 AM                            Leveling the Playing Field                                space. Although they have decades of experience,
                                                       TUESDAY 10:00 AM - 11:30 AM                               they are new to this segment. The objective is to:
                                                                                                                 • Develop a strategy
Determining your event mix strategy is critical when                                                             • Demne the tactics
making decisions regarding your show and event         At a recent major industry trade show, two companies      • Rough out a budget
participation. This session will outline the process   – Siemens Healthcare and Iatric Systems, both             • Present a winning plan in competition with other
to help you make the right decisions. Specimcally,     successfully developed and executed diverse                   participant groups
you will learn how to:                                 strategies for superior results. Learn how these                    FACULTY: Marc Goldberg, CME, founder/
• Develop your strategy around corporate objectives
                                                       companies, one in 8800 square feet and the other in                 partner, Marketech Inc.
• Identify the markets that represent the most         600 square feet, utilized their resources to accomplish
   potential to you                                    their goals and objectives and effectively reached

BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                           43
     TUESDAY, MARCH 16
     T314                                                      T41910                                                  T52310
     Using Target Audience Promles                             Liquor Liability and the Law:                           Communicating With Others:
     to Create Memorable Events that                           What You Need to Know                                   Essentials for Success
     Drive Results                                             TUESDAY 10:00 AM - 11:30 AM                             TUESDAY 10:00 AM - 11:30 AM
     TUESDAY 10:00 AM - 11:30 AM

                                                               It is recommended that T20710 be taken prior to this    People are much more predictable than they think
     The more targeted and pertinent your program, the         session. (See p. 40)                                    they are! Have you ever been misunderstood or
     more effective it will be. This session starts with the   When alcohol is part of your event, your liability      wondered why people do what they do? This session
     “hows” and “whys” of creating a target audience           increases dramatically. To protect yourself and         will help you:
     promle, then explores how to use that promle to           your company, your guests, and innocent people,         • Understand differences in the nature of people
     create a targeted event that motivates attendees          we will study:                                          • Understand ways to speak so others will listen
     to action. Learn:                                         • The general legal concerns of liquor availability     • Learn techniques to understand and assess
     • How to create a target audience promle                      at your event                                           styles of behavior
     • The means to gather information                         • The extent of your liability in alcohol serving       • Predict needs and expectations of others
     • How to use hot buttons and personality promles              situations, and how to protect yourself             • Communicate with a person whose style is
        to create a program that connects with your            • Relevant laws and regulations                             opposite of yours
        target audience                                        • Dram shop statutes                                    • Present your point of view more effectively from
     • To transition your attendee into your sales process     • How to deal with intoxicated guests and                   others’ perspectives
     Content will include case studies illustrating how            attendees                                                     FACULTY: G. Dan Lumpkin, CMC (certimed
     companies translated target audience promles into         • Social host liability
                                                                                                                                 management consultant), president, Lumpkin
                                                                                                                                 & Associates
     targeted event marketing programs.                        Many case studies will be implemented to aid
               FACULTY: Todd Simon, creative director and      in the understanding of the legal issues. Extensive
               chief strategist, T&E Creative Services         question, answer and discussion will be
                                                               encouraged.
                                                                         FACULTY: Steve Stromberg, J.D., account
                                                                                                                       T608 ADVANCED LEARNING SESSION:
                                                                         executive, Exhibitgroup/Giltspur              Insights in Innovation (continued)
                                                                                                                       TUESDAY 10:00 AM - 11:30 AM
     T333 AUTHORS EXECUTIVE SERIES &
     ADVANCED LEARNING SESSION:
     Brainstorms & Rainstorms                                                                                          Attendees must register for both T607 and T608. This
     TUESDAY 10:00 AM - 11:30 AM                               T516                                                    is a three-hour session with a break. For description
                                                                                                                       refer to T607. (See p. 42)
                                                               Become the Authority –
                                                               Expertise is in the Eye of
     A new idea solves a problem. It’s more than a new         the Beholder                                            T611
     product or a new marketing campaign – because                                                                     Use of Lighting and AV Technology
                                                               TUESDAY 10:00 AM - 11:30 AM
     fresh thinking can solve organizational roadblocks,
     land new clients, propel our business and                 Show after show, the challenge is always the same.      to Create Memorable Experiences:
     professional lives. The presentation will answer          We struggle to be heard, respected and to have our      Understanding the Terminology
     these questions:                                          opinions taken into consideration. After all, we are    TUESDAY 10:00 AM - 11:30 AM
     • How do we transform the time and energies of            trade show managers, so why is this still a struggle?   Demystify lighting and AV terminology associated
        our people to make idea-generating sessions            Establishing yourself as an “expert” in any meld        with your projects. Using case studies and product
        more valuable?                                         is a trying experience. It requires not only that you   demonstrations, we’ll learn to speak intelligently
     • And more broadly: Where do new ideas come               have extensive knowledge or experience within an        about technology and its ability to create
        from, anyway?                                          area but also requires that others perceive you to be   memorable experiences. Topics discussed include:
     Attendees will learn:                                     knowledgeable in that area. The focus of this session   • Understanding lighting technology and terminology
     • The 6-step model of problem solving
                                                               will be to assist you in:                                  and its ability to enhance your messaging
                                                               • Understanding mrst what an “Expert” is – or isn’t
     • What makes a brainstorming session effective                                                                    • HD Video – What is it really and how does it
     • How to jump-start the creative process
                                                                   for that matter                                        apply to our environments?
                                                               • Identifying your area of expertise and providing
     • How to borrow and adapt an existing idea                                                                        • Understanding the converging design
                                                                   you with the communication tools to express your       opportunities of lighting and video solutions
               AUTHOR: Steve Rivkin, Rivkin & Associates
               and co-author of “IdeaWise: How to                  knowledge base to others effectively                • Emerging technologies and their role in selling a
               Transform Your Ideas into Tomorrow’s            • Maintaining that “expert” status through
               Innovations”                                                                                               message
                                                                   continued education and consistent behaviors                  FACULTY: Mike Wohlitz, national account
                                                                         FACULTY: Abbie Henderson (CTSM                          executive, Production Resource Group (PRG)
                                                                         candidate), marketing communications
                                                                         supervisor, Thermo Fisher Scientimc



44                                  QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
T61910                                                                                                           T20210
                                                           Tuesday, March 16, 3:45pm - 5:15pm
Exhibit Design –                                                                                                 Basic Project Management and
from Concept to Completion                                                                                       Reporting Skills




                                                                                                                                                                              SUNDAY
TUESDAY 10:00 AM - 11:30 AM                              T105 ADVANCED LEARNING SESSION:                         TUESDAY 3:45 PM - 5:15 PM
                                                         Senior Roundtable: Event-Mix
                                                         Strategy Decisions
Conceiving and creating a good exhibit design            TUESDAY 3:45 PM - 5:15 PM                               Every exhibit manager goes through it – getting
involves much more than just hiring an expensive                                                                 your arms around all of the details! In this session
exhibit house. In this session, non-designers will                                                               we will discuss how to apply project management
learn proven methods for navigating the exhibit                                                                  techniques to the tools of trade show planning and
design process from start to mnish. You’ll learn the     Compared to trade shows, private corporate events       execution. We’ll explore communication processes,
answers to four key questions – and why they’re so       are increasing in number and taking a larger portion    goal setting, team building, and ways to allow
important:                                               of event marketing budgets. Companies struggle          others to follow your progress. You’ll also uncover a




                                                                                                                                                                              MONDAY
• What’s the mrst step in the design process?
                                                         with “what is the best mix of trade shows and           simple way to report your project results in a clear,
                                                         private events that will yield the best ROI while       concise fashion. We’ll explore:
• Who is responsible for deciding what type of
                                                         meeting corporate initiatives and objectives?” Learn:   • The world according to Project Management
   design is right for your company’s exhibit?
                                                         • Data comparing private events to trade shows in          Institute
• What will your dollar buy?
                                                             terms of ROI, attendee value and customer/          • Four areas for exhibit managers to consider
• How do you know if a design idea is right or
                                                             prospect promles will be shared and discussed       • Effective organizational leadership
   wrong for your company?
                                                         • Roundtable participants will share their criteria
          FACULTY: Jim Andersen, chief executive                                                                 • Task management and project tracking tools
          ofmcer, Steelhead Productions                      for making event-mix decisions                      • Reporting your results
                                                         • The goal is for participants to learn how to remne
                                                                                                                           FACULTY: Jerry Gerson, corporate training
                                                             their event-mix strategies and decision-making                and measurement, Marketech Inc.
                                                             criteria in the future




                                                                                                                                                                              TUESDAY
                                                                   FACULTY: Skip Cox, president,
                                                                   Exhibit Surveys Inc.
T702
Great International                                                                                              T212
Exhibiting – What You                                                                                            Squeezing Pennies and
Need to Know                                             T119                                                    Making Dollars: Where to Cut Your
TUESDAY 10:00 AM - 11:30 AM
                                                         The Power of the Plan                                   Budget in a Tight Economy
                                                         TUESDAY 3:45 PM - 5:15 PM                               TUESDAY 3:45 PM - 5:15 PM
                                                         You can have great intentions of demonstrating          If your exhibit program budget is feeling the pinch,




                                                                                                                                                                              WEDNESDAY
Exhibiting internationally can be a challenge.
This session provides a roadmap for success and          outstanding results at your next show. Yet without      where are the most prudent places to cut – and
will sharpen the global skills of newcomers and          a well thought-out action plan, you might as well       how? Learn how to hone your show strategy and
enhance those of experienced international               be driving a car without a steering wheel. In this      pare down your expenses. The “Booth Mom®”
managers alike. In this session, you’ll learn how to:    session, turn great intentions into real results with   shares her top 10 keys for reducing exhibit budgets
• Develop the right concept and choose who               a powerful plan. Learn how to:                          without impacting show return, including:
                                                         • Understand trade shows in the marketing mix
    should implement it                                                                                          • A template to strategically prioritize your
                                                         • Develop your strategic planning team
• Choose the right level of involvement in different                                                                  measurable show goals and spending
                                                         • Determine your target audience
    stages of the process                                                                                        • A budget worksheet to track and compare your
                                                         • Know what can and can’t be measured
• Understand how exhibiting differs geographically                                                                    spending with industry norms
                                                         • Establish measurable goals
• Identify levels of difmculty of exhibiting at home                                                             • Tips for negotiating better rates and service with
                                                         • Determine measurement tactics
    vs. abroad                                                                                                        your vendors
                                                         • Use the target audience to help develop your
                                                                                                                                                                              THURSDAY
• Adapt to international standards                                                                               • Forensic auditing of your show invoices
• Translate English into a language you understand
                                                            message                                              • Ways to cut your exhibit budget that show
                                                         • Set organizational processes
• Avoid mistakes and respond to disasters                                                                             attendees will never see
                                                                   FACULTY: Susan Brauer, CME, president,                  FACULTY: Candace Adams, CTSM, CME,
You’ll leave this session with a workbook of                       Brauer Consulting Group                                 CEM, CMP, CMM, ”The Booth Mom®”,
personal “To Do’s” and a draft marketing plan.                                                                             Trade Show Consulting
                    FACULTY: Donna Shultz, president,
                    Mirror Show Management and
                    Robert Campbell, vice president of
                    international, UNIPLAN Group




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                         45
     TUESDAY, MARCH 16
     T21310                                                    T30810                                                T320
     Beyond the Basics of Booth Selling                        Business Marketing Strategies                         Attendees Are People Too!
     TUESDAY 3:45 PM - 5:15 PM                                 and Trade Shows                                       Consumer Insights to
                                                               TUESDAY 3:45 PM - 5:15 PM                             Crack the Code for Your
                                                                                                                     Trade Show Audience
     It’s all about creating the customer journey to drive                                                           TUESDAY 3:45 PM - 5:15 PM
     sales, build brand, or impact awareness. In this          Strategies are the most vulnerable part of your       In this session, we’ll examine how you can share
     session we will take booth selling to the next level.     exhibit marketing plan. Why? Because most people,     the strategies of consumer marketers to really
     We will explore:                                          including many in your own company, don’t really      understand and connect with people who
     • Thinking and planning the impact you will make          know what they are or what to do with them. In this   participate in your trade show experience.
         on the customer                                       session you’ll learn:                                 Too often, we talk about trade show audiences
     • Understanding what drives customers to your             • What strategies really are                          in dehumanized terms – as “attendees” or
         exhibit                                               • The difference between strategies and tactics       “delegates” or even the dreaded “target.”
     • Meeting customer needs                                  • How strategies mt into an overall trade show        But these people are just that – people – with
     • Assuring your objectives and messaging are                 marketing plan                                     passion points and communication needs that
         compatible with the customer’s agenda                 • How to use strategic thinking to improve the        smart trade show marketers should meet. You
     • Preparing your staff to communicate with a                 planning and execution of your trade shows         will learn:
         different focus                                          and events                                         • Hard data on how customers view exhibits

               FACULTY: Mim Goldberg, CME, president,          • How to look at real-life examples and see how to    • Key strategies for customer engagements
               Marketech Inc.                                                                                        • Insights on extending the reach and improving
                                                                  apply good ideas strategically
                                                                        FACULTY: Bob Milam (CTSM candidate),             word-of-mouth
                                                                        Trade Show Bob, Tango                        • Some timeless “tricks”
                                                                                                                              FACULTY: Marshall Bice, VP creative practice
                                                                                                                              leader, Jack Morton Worldwide
     T232 ADVANCED LEARNING SESSION:
      Advancing the
                                                               T319
     “Greenness” of Your Event
     TUESDAY 3:45 PM - 5:15 PM                                 How Public Relations Can                              T409
                                                               Strengthen Your Trade Show
                                                                                                                     Top Five Trends Innuencing
                                                               Presence: A Beginner’s Guide                          Your Events
     This session, designed for participants who               TUESDAY 3:45 PM - 5:15 PM
                                                                                                                     TUESDAY 3:45 PM - 5:15 PM
     historically have a few green components to their         How does public relations mt into your event
                                                                                                                     The world of events is evolving rapidly and you
     event, will focus on the next steps and exploring         marketing strategy? If PR is outside your area of
                                                                                                                     need to be prepared to keep pace and meet the
     opportunities to further minimize an event’s impact       expertise, this session will help you learn how to
                                                                                                                     challenges for your events in the future. Learn
     on the environment. With the participants, an             leverage PR to your company’s – and your –
                                                                                                                     how environmental concerns, security, developing
     industry attorney and a representative of the Soil &      advantage!
                                                                                                                     technology, and new design techniques are
     Water Conservation Society, will explore those next       • What are the PR basics?
                                                                                                                     impacting what we do. Learn about:
     steps. By participating in this session, you will:        • Can pre-show press bring your target audience
                                                                                                                     • The “greening” of events
     • Review enhanced greening options
                                                                  to your booth?                                     • New technologies and how you can use them to
     • Gain a more detailed understanding of the               • How to tie key announcements to shows
         meeting impact on the environment                                                                              update your events
                                                               • Leveraging speaking opportunities
                                                                                                                     • The new trends in color and design
     • Create a checklist for expanding your green
                                                               • Award opportunities
                                                                                                                     • Food trends in corporate events
         requests or initiatives                               • What is Investor Relations?
               FACULTY: Dewayne Johnson, professional                                                                         FACULTY: Rebecca Coons, executive vice
                                                               • How PR benemts YOU                                           president, Ethos Design and Lounge22
               development director, Soil & Water
               Conservation Society and Kelly Bagnall, Esq.,   • Communicating key PR messaging to booth staff
               partner, Brown McCarroll LLP                    • Managing executive expectations
                                                               • Measuring PR results
                                                               • Examples
                                                                                  FACULTY: Marilyn Kroner,
                                                                                  president, Kroner Communications
                                                                                  and Terri Douglas, principal,
                                                                                  Catapult PR-IR




46                                   QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
T417                                                     T601                                                   T709
Event Technology for                                     Overcoming the Biggest                                 Guidelines to
Tomorrow’s Event Planner/                                                                                       International Budgeting




                                                                                                                                                                             SUNDAY
                                                         Obstacles to Creating
Exhibit Manager                                          Experiences that Work –                                TUESDAY 3:45 PM - 5:15 PM
TUESDAY 3:45 PM - 5:15 PM
                                                         Strategically and Financially
This exciting, educational, and interactive
                                                         TUESDAY 3:45 PM - 5:15 PM
presentation will guide tomorrow’s event planner                                                                Budgeting for an international trade show is
through a host of groundbreaking technology while                                                               different from budgeting for a show in the U.S.
addressing the basic fundamentals of audio visual                                                               Through region-specimc case studies of shows
applications. Issues addressed include:                  This session was previously titled “Avoiding the Ten   in Europe, South America, Asia, and Australia,
• Factors to consider when doing site survey and         Biggest Mistakes When Designing Marketing              learn to:
    venue selection                                      Experiences.”                                          • Compare budget line items required in various
• Understanding the difference between video             Experiential marketing programs are one of the best        regions




                                                                                                                                                                             MONDAY
    technologies                                         ways to engage your audience and turn them into        • Assemble cost estimates and quotations
• Effectively utilizing technology within your event     brand advocates. These programs can resonate           • Assess the exhibit options available in terms of
• Demning the “buzz” words for better                    with your audience and meet your strategic and             which are the most cost-effective in each region
    understanding                                        mscal goals. However, managing the X-factors           • Prepare for currency exchange rates and
• Making a small budget event look and feel
                                                         involved will ultimately ensure that you create
                                                                                                                    nuctuations
                                                         marketing experiences that work. This highly
    spectacular                                                                                                 • Understand, avoid, and recover VAT
                                                         interactive session will:
• Digital vs. print signage and other green                                                                     Attendees will leave with charts that help
                                                         • Identify major obstacles to success
    technologies                                                                                                benchmark line item costs by percentage of total
                                                         • Promle approaches (X-factors) to overcome
• Emerging technologies                                                                                         budget in each region.
                                                            obstacles                                                     FACULTY: Ian Denny, executive vice
          FACULTY: John Hogan, account executive,
          NMR Staging & Events                           • Showcase relevant case studies that reinforce                  president, Nuance International UK Ltd.




                                                                                                                                                                             TUESDAY
                                                            successful approaches                                         and Jeff Hannah, president, Nuance
                                                                                                                          International Inc.
                                                                   FACULTY: John Santeler, president and CEO,
                                                                   EXP Productions Inc.

                                                                                                                T711
T519
                                                                                                                Lessons Learned From 20
Excellence Exchange:                                                                                            Years of Exhibitions in China
                                                         T62410
Meetings that Work!                                                                                             TUESDAY 3:45 PM - 5:15 PM
TUESDAY 3:45 PM - 5:15 PM                                Green Trade Shows
                                                                                                                China plays an ever-increasing role in the world




                                                                                                                                                                             WEDNESDAY
                                                         TUESDAY 3:45 PM - 5:15 PM
We all need good reasons we can pass on to upper                                                                economy and you can no longer ignore it. If you
management to show the value of face-to-face                                                                    are not exhibiting in China the chances are you are
meetings. In this facilitated and interactive session,                                                          missing opportunities. Exhibiting in China is not
in a modimed “open space” format, we’ll help             Everybody’s talking about green, but what’s it         more difmcult than anywhere else. Learn some
each other solve problems around meeting on a            really mean? Corporate green policies are extending    particularities and get ready to explore THE
shoestring budget, venue selection concerns,             beyond the ofmce walls to encompass vendors            developing market. Attendees will learn:
revising and updating meeting formats, and more.         and partners. Even though trade show and event         • How different China is
From participation in this active session, you will:     marketing has not traditionally had a reputation for   • What the dimensions of the Chinese
• Develop a greater awareness of what’s right with       being environmentally friendly, it’s time for             opportunity are
    face-to-face meetings                                everyone to go green. In this session, you’ll learn:   • The major venues, organizers, and shows in China
• Advance your ability to solve problems using the       • How one of the world’s largest tech brands is
                                                                                                                • How to plan for a successful show
    input of others                                         greening their booth portfolio
                                                                                                                                                                             THURSDAY
                                                                                                                • How to evaluate a partner for implementation
• Construct steps to use new rationale and               • About the planning process: how long it all took,
                                                                                                                • What the main differences are between
    arguments to keep your company meeting                  pitfalls and challenges they faced
          FACULTY: Joan Eisenstodt, chief strategist,
                                                                                                                   designing and building in the U.S. and in China
                                                         • What HP did and continues to do to green their
          Eisenstodt Associates LLC                                                                             • In general what the cost of exhibiting will be like
                                                            booth portfolio
                                                                                                                   relative to the U.S.
                                                         • What green exhibits really are, what they cost,
                                                                                                                • How the Chinese consumer is evolving and what
                                                            and why they’re worth it
                                                                                                                   you need to be aware of when negotiating with
                                                                   FACULTY: Glenda Brungardt, CTSM,
                                                                   tradeshow/event manager, HP Imaging and         the Chinese
                                                                   Printing Americas Marketing                            FACULTY: Robert Campbell, vice president of
                                                                                                                          international, Uniplan Group




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                        47
       WEDNESDAY, MARCH 17
                                                             W117                                                     W214 ADVANCED LEARNING SESSION:
     Wednesday, March 17, 8:00am - 9:30am
                                                             Four Strategic Pillars of a                              Technology in Events:
     W102
                                                             Results-Driven Exhibit Program                           The Business Case, Benemts
                                                             WEDNESDAY 8:00 AM - 9:30 AM                              and Best Practices
     Build Your Measurement Program                          To produce optimum results, you need to do the           WEDNESDAY 8:00 AM - 9:30 AM
     WEDNESDAY 8:00 AM - 9:30 AM                             right things for the right reasons. This session takes
     At IBS 2006, Johns Manville introduced two              you deep into four critical areas proven to produce
     initiatives to their trade show program: experiential   measurable results. You’ll learn to:
                                                             • Identify the highest and best exhibiting outcomes      Increasingly, event marketers are turning to
     marketing and measurement. The results captured
                                                                for your company and use “Power Planning” for         technology to address a myriad of challenges, from
     a 2006 Sizzle Award. JM didn’t stop there.
                                                                optimum results                                       reduced staffs, shrinking budgets, globalization, the
     The measurement program was scaled down to
                                                             • Develop attendee attraction strategies that mll
                                                                                                                      “green” movement, and the need to demonstrate
     meet the needs of their mid-sized shows and
                                                                                                                      ROI. Whether it’s electronic event management to
     ultimately, their entire trade show program. In this       your exhibit with qualimed buyers
                                                                                                                      web & social media, mobile platforms, RFID
     case study, you will learn:                             • Deliver an attendee experience that “wows”
                                                                                                                      tracking or even entire “virtual” events, these tools
     • Demning success for all groups                           visitors and takes you to the next step
                                                                                                                      are fast becoming a matter of necessity. In this
     • Reviewing current and possible measurement            • Follow-through to convert visitor commitments
                                                                                                                      session, you’ll learn:
         activities                                             to action                                             • How to make an effective business case for
     • Identifying shows to include:                         • Measure and report results
                                                                                                                         using technology
        - The level of measurement for each show             Workbook includes step-by-step processes,                • Key event technology types and benemts
        - Cost efmciencies                                   formulas, exercises, and planning forms.
                                                                                                                      • Best practices to ensure success when
        - Justify your program and make improvements                   FACULTY: Jefferson Davis, president,
                                                                       Competitive Edge                                  employing technology
        - Next steps
                                                                                                                      • The latest emerging event technology trends
               FACULTY: Katharine Chestnut, gold level
               CTSM, director of research and                                                                                             FACULTY: Jim Suchara, vice
               measurement, Derse                                                                                                         president & CTO and David
                                                                                                                                          Varady, executive vice president,
                                                                                                                                          sales and marketing, EEI Global
                                                             W20610
                                                             Show Operation Basics – Part I:
     W107                                                    Pre-Show Planning
                                                                                                                      W222
     Online Lead Management at Trade                         WEDNESDAY 8:00 AM - 9:30 AM
     Shows: Getting Better Results                                                                                    More Impact, Lower Cost:
     WEDNESDAY 8:00 AM - 9:30 AM                                                                                      How Renting Your Next Exhibit
                                                             This session contains information that has been          Can Help Create More Results
     Lead management is an under-leveraged area in           presented in the All-Day Workshop, S201.
     trade show and event marketing. If collecting and       CTSM candidates can waive this session if you have       with Fewer Resources
     managing inquiries has been an elusive challenge,       attended S201 All-Day Workshop.                          WEDNESDAY 8:00 AM - 9:30 AM
     this session is for you. You will learn how to:         For Part II (W20910). (See p. 51)
                                                                                                                      NOTE: This session was previously titled “Rental
     • Understand the differences between lead               This two-part session covers all the pre-show            Exhibits: Maximize Your Impact and Your Budget!”
        retrieval solutions                                  planning for your on-site setup including:               Rental is a mnance term, not a type of exhibit. Learn
     • Organize a system to collect and qualify leads        • The Exhibitor Services Manual, space contract,
                                                                                                                      how this practice enables you and your company
     • Identify and evaluate methods to follow-up               show regulations, and IAEM guidelines and their       to create high impact exhibit solutions for a fraction
     • Consider various strategies for measurement              impact on your exhibit plan                           of the cost of buying.
     • Build a process that merges qualimed lead data        • The four types of contractors providing on-site        • Learn how renting maximizes your budget and
        into an internal CRM system                             services (general, exclusive, ofmcial, and                helps your company’s bottom line
     • Approach an ROI model                                    subcontractors), their roles, interaction, types of   • Create dynamic marketing solutions on demand
               FACULTY: Ivan Lazarev, president,                services, and order forms                                 by renting
               ITN International Inc.                        • The services and process to name an
                                                                                                                      • Exhibit frequently? Learn how special rental
                                                                Exhibitor-Appointed Contractor (EAC)                      programs may be the alternative to buying an
                                                             • Exhibit transportation types and how your choice af-
                                                                                                                          exhibit
                                                                fects service and material handling (drayage) costs   • Learn why renting is the true GREEN exhibiting
                                                             • Shipping to the advanced warehouse vs.
                                                                                                                          practice
                                                                direct-to-site                                        • There are more exciting design options in custom
                                                             • Material handling and the costly variables
                                                                                                                          rentals than ever before
                                                                       FACULTY: Candace Adams, CTSM, CME,                       FACULTY: Rhiannon Andersen, director of
                                                                       CEM, CMP, CMM, ”The Booth Mom®“,                         marketing, Steelhead Productions
                                                                       Trade Show Consulting




48                                      RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
W30810                                                 W332                                                     W41610
Business Marketing Strategies                          How To Develop and Evaluate                              The Basics of Event Planning




                                                                                                                                                                              SUNDAY
                                                                                                                                                                              SUNDAY
and Trade Shows                                        Trade Show Presentations                                 and Management
WEDNESDAY 8:00 AM - 9:30 AM                            and Demonstrations:                                      WEDNESDAY 8:00 AM - 9:30 AM
                                                       The PICS Presentation
                                                       Idea Creation System
Strategies are the most vulnerable part of your        WEDNESDAY 8:00 AM - 9:30 AM                              For Part II (W41710). (See p.52)
exhibit marketing plan. Why? Because most people,                                                               Need to plan an event and not sure where to begin?
                                                       If you’d like to include a live presentation in your
including many in your own company, don’t really                                                                Learn the basics of event planning with time proven
                                                       exhibiting plans, this session will give you the tools
know what they are or what to do with them. In this                                                             techniques for success including:
                                                       and techniques to create your own presentation
session you’ll learn:                                                                                           • Determining objectives
                                                       in-house or evaluate an outside producer’s
• What strategies really are                                                                                    • Developing and managing a budget
                                                       concepts. You’ll learn how a presentation can




                                                                                                                                                                              MONDAY
                                                                                                                                                                              MONDAY
• The difference between strategies and tactics                                                                 • Selecting vendors and venues
                                                       increase your exhibit’s overall effectiveness by
• How strategies mt into an overall trade show         delivering your message in a creative, persuasive        • Developing a theme and understanding talent
   marketing plan                                      and memorable manner. The PICS System will               • Understanding contracts and insurance
• How to use strategic thinking to improve the         enable you to:                                           • Developing your target market, registration, and
   planning and execution of your trade shows and      • Assess how the presentation will support your             invitations
   events                                                  overall exhibit marketing goals                      • Developing an RFP
• How to look at real-life examples and see how to     • Save time and money while avoiding hassles in          Learn skills that can be put to work immediately to
   apply good ideas strategically                          the process                                          help you successfully navigate the waters of event
          FACULTY: Bob Milam (CTSM candidate),         • Obtain the greatest ROI from your own                  production.
          Trade Show Bob, Tango
                                                           presentation, or your presentation provider                    FACULTY: Rebecca Coons, executive vice
                                                                 FACULTY: Dave Egan, head writer,                         president, Ethos Design and Lounge22




                                                                                                                                                                              TUESDAY
                                                                                                                                                                              TUESDAY
                                                                 Writers Direct Group



W31110
                                                                                                                W505 AUTHORS EXECUTIVE SERIES:
How To Grow Your Brand:                                W403
Incorporating Brand Marketing                                                                                   Cre8tive Leadership -
into Your Exhibit Program                              Risk Management                                          Fostering a Mindset of Innovation
                                                       WEDNESDAY 8:00 AM - 9:30 AM                              WEDNESDAY 8:00 AM - 9:30 AM
WEDNESDAY 8:00 AM - 9:30 AM
                                                       Despite ongoing terror attacks, hurricanes,




                                                                                                                                                                              WEDNESDAY
                                                                                                                                                                              WEDNESDAY
                                                       earthquakes, epidemics and other crises, many
                                                       meetings and venues are still unprepared for             Creative leaders are part alchemist, part diplomat.
Where does exhibit marketing mt within today’s
                                                       emergencies and simple contingencies. How can            They are always looking for imaginative ways to
concept of brand management? Both large and
                                                       you prepare for contingencies to keep meetings,          innuence people to achieve their vision and to
small exhibitors can play a major role in shaping
                                                       participants, and venues safe? This interactive          harness their organization’s creative energy. In this
and growing their company’s brand. This session
                                                       session will help participants focus on:                 high energy, interactive session, you’ll learn the key
will show you how to:
                                                       • Thinking more critically about meeting and event
• Use consistency to make your exhibit and event                                                                principles of creative thinking:
                                                          contingency planning                                  • Being curious mrst and critical second
    marketing stronger
                                                       • Weighing risk factors when planning meetings
• Leverage brand assets throughout your organization                                                            • Looking for second “right” answers by reframing
                                                          and selecting and contracting sites                      your challenges
• Train and use your staff to their fullest extent
                                                       • Preparing to (better) partner with others
• Measure your results                                                                                          • Thinking in opposites to turn obstacles into
                                                          to provide necessary resources to manage
                                                                                                                                                                              THURSDAY
                                                                                                                                                                              THURSDAY
• Report your results in the context of brand                                                                      an opportunity
                                                          contingencies                                         • Keeping your brain alive to come up with
    building                                                     FACULTY: Joan Eisenstodt, chief strategist,
• Build consensus within management of your role                 Eisenstodt Associates LLC                         creative ideas anytime, anywhere
    in brand building                                                                                                     AUTHOR: Charles “Chic” Thompson, author
                                                                                                                          of “What a Great Idea! 2.0” and “Yes,
• Learn from your customers the best way to                                                                               But...”
    communicate your brand
          FACULTY: Scott Leech, senior partner,
          BrandSpeak Communications




EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                         49
     WEDNESDAY, MARCH 17
     W510                                                        Looking for new ways to attract new customers? In        •    Understand different catering practices
     What’s Love Got to Do With It?                              this two-part session, Gilmore will outline principles   •    Determine if you need to ship your own exhibit
                                                                 for engaging guests in truly compelling ways:            •    Arrange for I&D to expect a pleasant surprise
     A New Way of Improving Your                                 • How to “ing” the thing                                 •    Plan for international payment procedures
     Business Relationships                                      • Hitting the “sweet spot” across four experiential                 FACULTY: Horst Tondasch, president, Coral
     WEDNESDAY 8:00 AM - 9:30 AM                                     realms                                                          Enterprises Inc.
                                                                 • THEME-ing any experience
     Most of us have experienced stress, sadness, or
                                                                 • Directing workers to act
     anxiety because of work relationships at one point
     in our careers. Let’s try a new approach. Perhaps           Designers and their clients who are interested in
     your company isn’t ready to embrace love as an              differentiating their marketing experiences should        Wednesday, March 17, 8:00am - 11:30am
     employee relationship strategy, but you can lead the        consider this session as a means to jumpstart
     way. This session is for anyone interested in a more        the generation of practical new ideas about their
     loving work environment. Together we will explore:          exhibits and other marketing events.                     W629 FIELD TRIP:
                                                                           FACULTY: Jim Gilmore, co-founder, Strategic
     • How simply being aware of behavior can make
                                                                           Horizons LLP and co-author of “The             Lighting Application
         a difference                                                      Experience Economy” and “Authenticity”         WEDNESDAY 8:00 AM - 11:30 AM
     • Working productively and lovingly with various
         personality styles
     • The remarkable power of asking                                                                                     Session will take place at PRG, transportation
     • See an uplifting example of an executive who              W627                                                     is provided.
         is leading the way                                                                                               Lighting demnes an atmosphere and tells a story. Learn
                FACULTY: Marilyn Kroner, president, Kroner
                                                                 Technology Tools for Increased                           to use this powerful tool to develop your brand and sell
                Communications                                   Immersion on a Limited Budget                            your message in exhibit and special event projects. This
                                                                 WEDNESDAY 8:00 AM - 9:30 AM                              hands-on meld trip demystimes the terminology and
                                                                 Our objective as event marketers is to maximize          discovers the applications and opportunities of a well
                                                                 the amount of time our customers spend engaged           lit project. This meld trip will explore:
                                                                                                                          • Basic lighting terminology and mxture types
     W513
                                                                 and immersed in our brand experience. Technology
                                                                 can increase immersion, but how do you choose the        • Color, intensity and gobos through
     It’s All About Possibilities                                right technology to mt your brand in a memorable              experimentation
     WEDNESDAY 8:00 AM - 9:30 AM                                 and relevant way? And what if you are a small to         • Basic rigging terminology and considerations
                                                                 mid-sized exhibit with a limited budget? This            • Ordering power and electricians from a show kit
     As an exhibit manager, have you thought about how
                                                                 session will walk you through the process of             • Lighting design and solution through
     your role and job might be different if some key
                                                                 choosing the right technology to support your                 experimentation
     obstacles with your internal customers could be
                                                                 program. Learn how to:                                              FACULTY: Mike Wohlitz, national account
     eliminated? This session is based upon a book called                                                                            executive, Production Resource Group (PRG)
                                                                 • Demne the experience
     “The Art of Possibility.” In this session you will learn:
                                                                 • Identify cost-appropriate technology options
     • How to deal with internal customers and the
                                                                 • Select the correct technology
        obstacles they present
     • You getting an “A” is not always as important as          • Sell your idea up the ladder

        giving an “A” to others                                  Then participate in a group exercise where you’ll            Wednesday, March 17, 10:00am - 11:30am
     • Actions and approaches that make you open to              put what you’ve learned to work.
        others’ ways of thinking                                           FACULTY: Angela Dill, account executive,
                                                                           Background Images and Tom Frisby, idea         W104 ADVANCED LEARNING SESSION:
     • How to generate buy-in from internal customers                      shaper, think(form)/Czarnowski
        and staff working the event                                                                                       Measurement – Did the
                FACULTY: Mim Goldberg, CME, president,
                Marketech Inc.
                                                                                                                          Strategies and Tactics Work?
                                                                                                                          WEDNESDAY 10:00 AM - 11:30 AM
                                                                 W712
                                                                 Exhibiting in Europe
                                                                 WEDNESDAY 8:00 AM - 9:30 AM                              When measuring, lead counts alone won’t do it –
     W612
                                                                 Planning and executing a show in Europe can be           it measures just one dimension of your program.
     What We Don’t Do Yet:                                       a challenge. This session provides key information       Objectives may include increasing sales post-event
     Creating Innovative Exhibit                                 on how to prepare so your next show in Europe is         meetings, increasing name awareness, or
     and Event Experiences                                       successful and saves on budget and time. In this         positioning your brand. The Ambiphoric Company
                                                                 session, we’ll focus on seven steps to easily            faced these issues and more. Be prepared to
     WEDNESDAY 8:00 AM - 9:30 AM
                                                                 manage your project:                                     address their measurement issues. We will explore:
                                                                                                                          • Getting commitment for your method of
                                                                 • Things to look at mrst
                                                                 • Contacting a local exhibit builder
                                                                                                                              measurement
     Attendees must register for both W612 and W613.                                                                      • When to use quantitative vs. qualitative
                                                                 • Adjust your design to local expectations
     This is a three-hour session with a break. (See p. 53)                                                                   measurement


50                                         RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
•   How much measurement is necessary to prove          •   Obtain and analyze data that will optimize             represented over 50% of total expenses.
    whether a strategy or tactic worked                     your participation                                     With the new event governance and dashboard
•   When non-selling objectives can be measured         •   Use a free ROI estimator developed for the             implemented, SEIU has realized $1.5 million in




                                                                                                                                                                                 SUNDAY
    to show effectiveness as much or more so than           trade show industry                                    savings, and the event team has moved from a
    measurement of sales objectives                               FACULTY: Ian Sequeira, executive vice            tactical implementer to a strategic seat at the table.
          FACULTY: Marc Goldberg, CME, founder/                   president, Exhibit Surveys Inc.                  In this study, we’ll explore:
          partner, Marketech Inc.                                                                                  • Auditing current people, processes, and
                                                                                                                       programs
                                                                                                                   • Event dashboards and governance – when
                                                                                                                       and why
                                                        W20910                                                     • Creating strategic and credibility leverage
W10810                                                  Show Operation Basics –                                                        FACULTY: Dena Kaufman, vice
                                                                                                                                       president/general manager,
How To Measure the Value                                Part II: On-Site Implementation                                                events division, Opus Solutions
                                                                                                                                       and Tim Bone, director union




                                                                                                                                                                                 MONDAY
of Trade Show Participation                             WEDNESDAY 10:00 AM - 11:30 AM                                                  conventions, events, meetings
WEDNESDAY 10:00 AM - 11:30 AM                                                                                                          and travel, SEIU


                                                        This session contains information that has been
Justify and grow your trade show marketing.             presented in the All-Day Workshop, S201.                   W309
This session provides basic building blocks for         CTSM candidates can waive this session if you              Social Media -
measuring the value of trade show marketing.            have attended S201.
Topics include:                                         It is recommended that session W20610 be taken             Legal and PR Issues
• Establishing a payback ratio as an index of trade     prior to this session. (See p. 48)                         WEDNESDAY 10:00 AM - 11:30 AM
   show value                                           This two-part session covers scheduling and                The use of social media is becoming more
• Estimating appropriate budgets                        implementing your on-site plan, including:                 prevalent not just for our personal lives but also




                                                                                                                                                                                 TUESDAY
• “Right Sizing” estimates of exhibit and staff sizes   • Developing a schedule for installation and               in business. The available technology makes it easy
• Presenting results to management                         dismantle including shipping, material handling,        and inexpensive to broadcast corporate information
• Selecting and investing wisely in your show
                                                           utilities, carpet, exhibit, graphics, and product       and product news and updates.
   schedule
                                                        • The process of freight move-in from the                  This session will explore:
                                                           advanced warehouse and marshaling yard                  • The types of social media currently being used,
Session includes examples, case studies, and
worksheets to help you put this knowledge to
                                                        • The various unions working in convention                     and how they are being used
work. You will also receive a take home project            facilities, their roles, rate variations, and working   • The pros and cons of utilizing these mostly free

that will help you focus on your program strengths         successfully with union labor                               services
                                                        • Which states have “right-to-work” laws and how           • Case studies examining current corporate use of
and weaknesses and likely opportunities for ROI
                                                           they impact exhibitors                                      social networking




                                                                                                                                                                                 WEDNESDAY
improvement.
          FACULTY: Ed Jones, president, Constellation   • The calculation of your electrical requirements,         • The potential downside from over exposure to
          Communication Corp.                              variations in convention venues, and industry               clients and prospects by continuously feeding
                                                           standards                                                   corporate information
                                                        • How to audit mnal show bills from various                • The legal ramimcations of implementing
                                                           on-site contractors                                         available social networking/media into a
                                                                  FACULTY: Candace Adams, CTSM, CME,                   marketing or trade show/event program
                                                                  CEM, CMP, CMM, “The Booth Mom®“,                 • The intellectual property component of content
W20110                                                            Trade Show Consulting
Selecting the Right Shows:                                                                                             ownership
                                                                                                                   • The future of social networking from a business
The Critical Decision                                                                                                  standpoint, as well as a legal
WEDNESDAY 10:00 AM - 11:30 AM
                                                                                                                   We will look at specimc uses of social media, and
                                                        W223 PROFILE IN EXCELLENCE:
                                                                                                                                                                                 THURSDAY
                                                                                                                   use case studies to address those situations that
                                                        SEIU: Event Dashboard and                                  may have legal issues which need to be explored.
Determining your event mix strategy is critical when                                                                                   FACULTY: Steven Stromberg,
making decisions regarding your show and event          Governance Transforms Events and                                               account executive, Exhibitgroup/
                                                        Business Results                                                               Giltspur and Lisa Lawley, CTSM,
participation. This session will outline the process                                                                                   CME, event marketing manager,
to help you make the right decisions. Specimcally,      WEDNESDAY 10:00 AM - 11:30 AM                                                  Cisco Systems Inc.
you will learn how to:
• Develop your strategy around corporate objectives
• Identify the markets that represent the
                                                        Faced with delivering greater value with improved
   most potential to you                                processes and infrastructure to their “customers,”
• Obtain key information from your customers
                                                        The Service Employee International Union (SEIU)
   and prospects                                        needed to optimize their 250+ annual events
• Develop a universe of potential shows                 that supported their 2+ million members and

EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                            51
     WEDNESDAY, MARCH 17
     W310                                                  W41710                                                  W515
     A Rookie’s Seven Deadly Sins                          The Basics of Event Logistics                           Moving from Mere Provider to
     WEDNESDAY 10:00 AM - 11:30 AM                         and Implementation                                      Trusted Advisor: Five Steps to
     New to trade shows and believe in the old adage       WEDNESDAY 10:00 AM - 11:30 AM                           Moving from Optional to
     that experience is the best teacher? Join in the                                                              Indispensable
     fun as you review the early mistakes a seasoned                                                               WEDNESDAY 10:00 AM - 11:30 AM
     veteran made ... so you don’t have to experience      It is recommended that Part I (W41610) be taken prior   Are you a commodity, or indispensable? A trusted
     them yourself. Through case studies and interactive   to this session. (See p. 49)                            advisor is the mrst call, is consulted before buying
     exercises you will learn:                             Part II takes you through the actual production         decisions, is paid promptly, and has little, if any,
     • Why sacred cows make the best burgers                                                                       price pressure. In this session, Pike will unpack the
                                                           phase of planning all the way to the end of an
     • Why salesmen don’t sell
                                                           event. You will learn all the skills necessary to       tools, tips, strategies, and key questions that have
     • Why there is an egg before a chicken                successfully implement your carefully laid plans        made him a trusted advisor. You’ll learn:
     • Why not to give away “giveaways”                                                                            • Three key strategies for becoming a trusted
                                                           including:
     • Why success is a metric away                        • Site visits                                              advisor
                                                                                                                   • How to determine where you (and your company)
     • Why dating is a great tool                          • Vendor and production meetings
     • Why there’s more to EXHIBITOR2010                   • Developing timelines for production and budgets
                                                                                                                      are on the provider/advisor continuum
                                                                                                                   • Seventeen key qualities all trusted advisors
        than you think                                     • Developing noorplans, décor and menus
              FACULTY: Bob Burk, gold level CTSM,          • Developing a security plan
                                                                                                                      possess
              marketing communications manager, King                                                               • Ten key questions to ask your clients if you want
                                                           • Contracting and managing speakers and
              Industries Inc.                                                                                         to reposition yourself as a trusted advisor
                                                               entertainment
                                                                                                                             FACULTY: Robert Pike, CSP, CPAE, chairman
                                                           • Establishing staff nowcharts                                    and CEO, The Bob Pike Group
                                                           • Measuring your results
                                                           At the completion of this session (with Part I),
     W402 AUTHORS EXECUTIVE SERIES:                        you will have all the tools necessary to create a
     Meetings 2.0: How Web 2.0                             remarkable event.
                                                                     FACULTY: Rebecca Coons, executive vice
     and Social Media Will Change the                                president, Ethos Design and Lounge22          W525 AUTHORS EXECUTIVE SERIES:
     Face of the Events Industry                                                                                   Be Curious First – the World’s
     WEDNESDAY 10:00 AM - 11:30 AM
                                                                                                                   Simplest Strategy for Unlocking
                                                                                                                   Great Ideas
                                                                                                                   WEDNESDAY 10:00 AM - 11:30 AM
     New web technology is changing the face of the        W509
     events industry. Trends such as blogs, mini-blogs,    Getting Started in Consulting –
     RSS, podcasting, social software, and multi-user
     virtual environments will signimcantly impact
                                                           Things to Consider                                      Curiosity is the new I.Q. It will demne success in the
     planners, exhibitors, attendees, and event            WEDNESDAY 10:00 AM - 11:30 AM                           twenty-mrst century. Global competition will require
     marketers. This session offers the opportunity to     Have you been thinking about becoming a                 it. Employers will demand it. Most mve-year-olds
     share successes using these technologies.             consultant? Ever wonder if it is really your dream      have it in endless supply; most adults don’t. By
     This session will:                                    job or could it be your worst nightmare? This is your   remembering their inner mve-year-old, adults can
     • Identify the major Web 2.0 trends and their         opportunity to learn some of the things you need to     mnd their way back to what they love most and
         impact on the events industry                     know from a seasoned professional management            create their best, most authentic life. In this session
     • Identify Web 2.0 tools to manage, market and        consultant with over 20 years experience. In this       you will discover how to:
                                                                                                                   • See the power of curiosity
         run meetings more effectively                     session we will:
     • Share best practices in this very quickly           • Illustrate the consulting profession broadly and      • Meet your inner mve-year-old

         changing environment                                  objectively                                         • Measure your curiosity I.Q.

              AUTHOR: Corbin Ball, CSP, CMP, MS,           • Discuss the pros and cons of consulting               • Put on 3-D glasses
              Corbin Ball Associates and author of         • Test to see if you are a good match for consulting    • Turn problems into possibilities
              ”The Ultimate Technology Guide for
              Meeting Professionals”                       • Learn some pointers on getting started:               • Smile and change your world in a heartbeat

                                                              - Setting up your practice                                     AUTHOR: Charles “Chic” Thompson,
                                                              - Working solo vs. with a partner                              author of “What a Great Idea! 2.0”
                                                                                                                             and “Yes, But...”
                                                              - Start up expectations
                                                              - Types of consulting
                                                                     FACULTY: G. Dan Lumpkin, CMC (certimed
                                                                     management consultant), president,
                                                                     Lumpkin & Associates




52                                     RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
W605                                                   W625
                                                                                                                 Wednesday, March 17, 3:45pm - 5:15pm
Truth or Consequences:                                 Extreme Exhibit Makeover –
Deciphering Green Event                                From Sterile to Spectacular




                                                                                                                                                                          SUNDAY
                                                                                                                 W10510
Facts from Fiction                                     WEDNESDAY 10:00 AM - 11:30 AM
                                                                                                                 Using Surveys to Measure Your
WEDNESDAY 10:00 AM - 11:30 AM                          Like to bulldoze your current exhibit program and         Performance in Trade Shows and
                                                       rebuild a fresh approach that really works? Learn         Events
                                                       how Hill’s Pet Nutrition completely demolished their
                                                                                                                 WEDNESDAY 3:45 PM - 5:15 PM
Green is everywhere today – but how do you             exhibit strategy and product focus to include a new
measure a vendor’s claims against the facts?           exhibit design and at-show execution model.
It’s important to know how to navigate the             Learn how to:
sometimes confusing “green” waters. This practical     • Justify a departure from “the past” with                Your CFO, CMO and Purchasing Ofmcer are all
session will provide a framework for evaluating your      new vision                                             demanding more than anecdotal information.
program by:                                            • Position yourself as the trade show expert              Providing event performance metrics is now a




                                                                                                                                                                          MONDAY
• Reviewing best practices in green events                and project team leader                                MUST. This session will focus on post-event
    including printing, materials, lighting, and       • Build a new exhibit design and re-energize
                                                                                                                 surveys that give you the data to make sound
    nooring                                                                                                      strategic and tactical decisions. You will learn
                                                          the staff
• Discussing green facts, myths, and gray areas                                                                  to provide the return on objectives that your
                                                       • Develop a single product focused exhibit and
• Understanding emerging standards in green                                                                      executives seek. Plus, you’ll get questionnaire
                                                          message that’s memorable
    events                                                                                                       samples you can use right away. We’ll cover:
                                                       • Prove that changes were effective through
                                                                                                                 • The benemts of measuring
• Vendor questions to avoid being blind-sided by          measurement
                                                                                                                 • A typical measurement planning process
    green half-truths                                  • Stop doing, start thinking – have skin in the
• Utilizing an event check-up to review your                                                                     • Research techniques
                                                          game without losing your shirt
    event’s sustainability                                                                                       • Measuring by Objectives: map surveys to
                                                                           FACULTY: Amy Gregory, CTSM,
         FACULTY: Gary Survis, managing partner,                           veterinary conference planner,           objectives




                                                                                                                                                                          TUESDAY
         Go Green Displays                                                 Hill’s Pet Nutrition Inc. and Jerry   • Post-show attendee and lead surveys
                                                                           Gerson, corporate training and
                                                                                                                 • Understanding exhibit performance metrics
                                                                           measurement, Marketech Inc.
                                                                                                                 • Trade show norms (by industry)
                                                                                                                 • Solutions to problems determined via case

                                                       W704                                                         studies
W613                                                                                                                       FACULTY: Ian Sequeira, executive vice
                                                       Global Branding with                                                president, Exhibit Surveys Inc.
What We Don’t Do Yet:                                  A Local Strategy
Creating Innovative Exhibit and                        WEDNESDAY 10:00 AM - 11:30 AM
Event Experiences (continued)




                                                                                                                                                                          WEDNESDAY
                                                       The premise of creating a global look and feel
WEDNESDAY 10:00 AM - 11:30 AM                          may be simple – but implementing it is a different
                                                                                                                 W111 ADVANCED LEARNING SESSION:
                                                       story. In this session, you’ll learn a multi-faceted
                                                       approach to balancing global branding                     Senior Roundtable: Understanding
Attendees must register for both W612 and W613.        considerations with the needs and requirements            Attendee Interests, Behavior and
This is a three-hour session with a break.             of your in-country teams. You’ll learn how to:
For description refer to W612. (See p. 50)
                                                                                                                 Preferences to Increase Revenue
                                                       • Conduct a needs assessment with all global
                                                                                                                 WEDNESDAY 3:45 PM - 5:15 PM
                                                           stakeholders
                                                       • Determine what exhibit components you need
                                                           and how to source them
                                                       • Build a budget based on both strategic and
                                                                                                                 Every day, event managers are being asked to
                                                                                                                 increase booth value and qualimed leads. With
                                                           logistical needs
                                                                                                                                                                          THURSDAY
                                                                                                                 the proper understanding of attendee’s interests,
                                                       • Utilize best practices from other companies who
                                                                                                                 behavior, and preferences, an exhibitor’s revenue
                                                           have built an effective global program
                                                                                                                 and return on investment can be increased by
                                                       • Implement your program in the most efmcient
                                                                                                                 15%-20%. In this session, we will explore:
                                                           and cost effective way                                • The metrics necessary to capture and analyze
                                                                           FACULTY: Francis Mugford,
                                                                           director, EMEA, Nth Degree and           attendee interests, behaviors, and preferences
                                                                           Patrick Shepherd, director of         • The benemts associated with the analytics of
                                                                           global customer operations,              tracking booth visitors
                                                                           Nth Degree
                                                                                                                 • How to increase sales and revenue
                                                                                                                           FACULTY: Roger Lewis, executive vice
                                                                                                                           president of sales and marketing,
                                                                                                                           Alliance Tech




EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                     53
     WEDNESDAY, MARCH 17
     W206                                                       W229                                                 W31210
     Exhibit Manager Tool Kit                                   Control Your Costs!                                  Realizing Your Public
     WEDNESDAY 3:45 PM - 5:15 PM                                Real World Cost Saving Tips                          Relations Potential
     Here’s a tool kit of real-life documents for planning,     WEDNESDAY 3:45 PM - 5:15 PM                          WEDNESDAY 3:45 PM - 5:15 PM
     managing, and executing trade show programs,               This basic session offers real cost saving tips to
     effortlessly. Drafts of actual practices, reports, and     stop wasting your event budget and do more with
     presentations used by exhibit managers will be             less. New exhibit managers and those that manage     On average, only 10% of the exhibitors at a trade
     shared. Starting with the very basics, this class is       inline displays will benemt as they learn how to     show take advantage of public relations strategies
     for new exhibit managers. We’ll cover:                     reduce expenditures and streamline and simplify      and help their companies rise above the
     • Obtaining internal program buy-in for better             processes. Come prepared to share one or two         competition. Improve your show success by
         relationships                                          of your cost saving ideas with the group in this     learning:
     • Templates for daily and yearly reports                   interactive session. You will learn to:              • How to take advantage of show management’s
                                                                • Reduce expenditures within your booth space
     • Creative and innovative tools for conducting                                                                     PR tools
                                                                • Use shipping to your advantage
         market research                                                                                             • The ingredients of a good news release
     • Basic organization of exhibit programs                   • Manage contractors and vendors
                                                                                                                     • How to grab attention for your company in the
     • Comprehensive budget planning and management             • Implement templates to help streamline your
                                                                                                                        pre-show issues of publications
     • Creative graphic guidelines and effective copy                work                                            • How to get the press to pay attention to your
                                                                • Develop simple ways to manage travel expenses
         writing                                                                                                        company at the show
     • Pre-event site planning knowledge                        Real-world worksheets provided to streamline and     • How to take advantage of show sponsored
     • Effective interface with stafmng – comprehensive         simplify your process.                                  seminars and contests
         support documents to motivate team                              FACULTY: Michelle Smith (CTSM candidate),   • What to do after the show
                                                                         consultant, Smith Consulting
     • Preparing and writing comprehensive RFP’s                                                                              FACULTY: Wayne Dunham, owner,
                            FACULTY: Dawn Cornell (CTSM                                                                       Dunham Communications
                            candidate), strategic global
                            accounts director, Art Guild |
                            Avalon Exhibits and Dotty O’Hara,
                            CME, exhibits/events marketing
     consultant for exhibition strategy and tactical            W311
     management, Art Guild | Avalon Exhibits
                                                                Ten Key Steps to Developing Trade                    W326
                                                                Show and Marketing                                   Social Media Marketing –
                                                                Communications Strategies                            How Can I Use YouTube, LinkedIn,
     W211
                                                                WEDNESDAY 3:45 PM - 5:15 PM                          Squidoo and Others to Promote My
     EAC’s (Exhibitor Advisory                                                                                       Meeting and/or Company
                                                                There are many critical steps to developing
     Committee) - Why Participate?                              marketing communications and trade show and          WEDNESDAY 3:45 PM - 5:15 PM
     WEDNESDAY 3:45 PM - 5:15 PM                                event strategies. Are you missing any? This          The many new social media websites are a boon
     Learn about Exhibitor Advisory Committees (EACs)           session walks you through ten strategy               to the marketing world. Not just for teeny boppers
     and their intended purpose from a panel of                 development building blocks, how to apply them,      and techies, this new technology is being used
     diversimed exhibit managers. Find out how their            and how they can help your company achieve its       successfully by companies, politicians and even
     participation has brought about changes for their          business goals. You’ll learn:                        television shows to increase visibility and
     company or show. You will learn:                           • How to work more effectively with sales
                                                                                                                     credibility. There’s social networking, social
     • The benemts of becoming involved                         • Reasons to learn more about your industry,
                                                                                                                     bookmarking, news aggregators and more
     • How communication can be improved                           competition, customers, prospects                 promotional tools at your disposal. If you want
     • The differences in EACs from industry to                 • The importance of a USP                            to reach the next generation or even the savvy
         industry                                               • Elements of a marketing plan                       generation, you need to venture into this new world
     • How you can help affect change                           • Why and how to qualify your leads                  so your audience and prospects can mnd you.
     • What your role would be on an EAC                        • The importance of measuring, analyzing, and        Learn how to:
                 MODERATOR: Mim Goldberg, CME, president,          reporting results                                 • Increase trafmc to your website with social
                 Marketech Inc. PANELISTS: Heidi Zipfel,                 FACULTY: Vibeke Arentz, president, Vibeke       media
                 CTSM, convention specialist, Sanom-Aventis;             Arentz Marketing                            • Discover the similarities and differences in
                 Debbie Milledge, CTSM, US marketing
                 manager, Cooper Bearings; Denise Cyr,                                                                   the various new media and what they can do
     manager of tradeshows and exhibits, Aesculap;                                                                   • Discover how to access savvy decision
     Teri Nobbe (CTSM candidate), trade show manager,
     Hil-Rom and Kathy Bradley, senior marketing                                                                         makers & new prospects
     specialist, Broadspire                                                                                                   FACULTY: Cris Canning, CMP, director
                                                                                                                              of sales and marketing, The Venues of
                                                                                                                              NTC Promenade




54                                        RECEIVE THE LATEST EXHIBITOR2010 UPDATES, DELIVERED STRAIGHT TO YOUR INBOX: WWW.EXHIBITOR2010.COM/ENEWS
W334                                                     out of chaos with greater humor and ease than you        •   The latest applications and enhancements for
Techniques for Creating                                  ever thought possible! You will learn how to:                technologies, like LED, that you already own
                                                         • Break down any organizing project into simple,                   FACULTY: Angela Dill, account executive,




                                                                                                                                                                              SUNDAY
Ideas That Generate Customer                                do-able steps                                                   Background Images and Tom Frisby, idea
                                                                                                                            shaper, think(form)/Czarnowski
Loyalty and Drive Results                                • Create organized areas like the pros
WEDNESDAY 3:45 PM - 5:15 PM                              • Identify useful vs. non-useful organizing products
In an increasingly complex technology- and               • Keep your areas organized
consumer-driven world, how can you ensure your           • You will learn the nuts and bolts of the organizing    W623
events and exhibits will create emotional connections       process and expert tips
with customers? This interactive session, led by two                                                              Soft Space: Integrating
                                                         Step-by-step action plan with helpful resources
advertising agency veterans, will explore techniques     provided to create your personalized plan of action.     Design and Media to Tell More
for creating powerful creative ideas that inspire,                 FACULTY: Bill Bliesath, CPO, The Organizing    Effective Brand Stories
provoke and move audiences to action. We will explore:             Guy and member of the National Association
                                                                                                                  WEDNESDAY 3:45 PM - 5:15 PM
• How to apply strategy and research to the                        of Professional Organizers




                                                                                                                                                                              MONDAY
   creative development process                                                                                   As the media and technology landscape keeps
• Creative collaboration between agency and client                                                                evolving, so do the opportunities to tell more
• An approach for producing breakthrough ideas                                                                    effective brand stories in the exhibit environment.
• How to develop creative solutions for a                W512                                                     However, a holistic integration of design and media
   multi-channel world                                                                                            is critical to achieve the best results. From
                                                         Leadership: How Would                                    discovery to application and future trends, this
                    FACULTY: Clare Sebenius, creative
                    director, Kahn Creative Partners     I Know It If I See It?                                   session will examine:
                    and Sharon Weber, principal          WEDNESDAY 3:45 PM - 5:15 PM                              • Space, media and technology: a complex world
                    and brand strategist, Kahn
                                                                                                                  • Soft space: A new approach on integrating
                    Creative Partners                    If you’re wondering about the hot topic of leadership,
                                                                                                                      media and design to develop the next generation
                                                         here’s a “tune-up” and “tune-in” session covering the
                                                                                                                      of customer journey
                                                         essence of good leadership principles. We will examine




                                                                                                                                                                              TUESDAY
                                                                                                                  • The impact of such approach on strategy, design
W410                                                     both personal leadership and professional leadership
                                                                                                                      and production
Successfully Incorporate Celebrities                     from all angles. In this program you will learn:
                                                                                                                  • Client benemts
                                                         • The characteristics of a good leader
and Entertainment into Your Events                                                                                • Future trends exploration
                                                         • The difference between leading and managing
WEDNESDAY 3:45 PM - 5:15 PM                                                                                                 FACULTY: Julien Le Bas, creative practice
                                                         • Three distinct patterns of leadership
                                                                                                                            leader, Jack Morton Worldwide
Nothing works better than a celebrity or high level      • Two kinds of values leaders use
entertainment to make your next event fun and            • Five types of power
memorable. But know the requirements, challenges,        • Elements of good leadership
and pitfalls. In this session you will:
                                                                   FACULTY: G. Dan Lumpkin, CMC (certimed
• Learn how powerful this addition to a meeting




                                                                                                                                                                              WEDNESDAY
                                                                   management consultant), president,             W62410
   can be for your company                                         Lumpkin & Associates
• Determine the right celebrity or entertainment                                                                  Green Trade Shows
   for your event                                                                                                 WEDNESDAY 3:45 PM - 5:15 PM
• Learn how to negotiate the best deal for your
   company                                               W617
• Learn how to read and modify entertainment
                                                         Technology WOW!                                          Everybody’s talking about green, but what’s it
   contracts                                                                                                      really mean? Corporate green policies are extending
• Learn the pitfalls and areas of concern before
                                                         WEDNESDAY 3:45 PM - 5:15 PM
                                                                                                                  beyond the ofmce walls to encompass vendors
   deciding to spend your money                          New technologies that maximize engagement and            and partners. Even though trade show and event
Sample contracts, term sheet, checklists, and            brand immersion surface each day. This fast-paced        marketing has not traditionally had a reputation for
industry contact information are provided.               session gives you a look at the latest tools and         being environmentally friendly, it’s time for
                                                                                                                                                                              THURSDAY
          FACULTY: Todd Simon, creative director and     techniques in the exhibit and event industry – some      everyone to go green. In this session, you’ll learn:
          chief strategist, T&E creative services        of which have yet to hit the show noor! Although         • How one of the world’s largest tech brands is
                                                         some are costly, prices come down quickly – one             greening their booth portfolio
                                                         might be just what you need for that big WOW!            • About the planning process: how long it all took,
                                                         Learn about:                                                pitfalls, and challenges they faced
                                                         • Emerging technologies from theater, broadcast,
W508                                                                                                              • What HP did and continues to do to green their
                                                            and other industries with potential use in               booth portfolio
Organizing 101: Business and                                corporate events                                      • What green exhibits really are, what they cost,
Residential Organizing                                   • Existing technologies with tumbling price points
                                                                                                                     and why they’re worth it
WEDNESDAY 3:45 PM - 5:15 PM                                 for consideration in corporate event marketing                  FACULTY: Glenda Brungardt, CTSM,
                                                         • New low-tech/high-tech solutions that look like                  tradeshow/event manager, HP Imaging and
Getting organized doesn’t just happen. This 7-step                                                                          Printing Americas Marketing
                                                            a million dollars at a fraction of the cost
plan will take you from start to mnish. Create order


EVERYTHING YOU NEED TO EXCEL AT TRADE SHOWS AND CORPORATE EVENT MARKETING: WWW.EXHIBITOR2010.COM                                                                         55
     THURSDAY, MARCH 18
                                                            •   What BJ Services Company learned that you can        R305 ADVANCED LEARNING SESSION:
       Thursday, March 18, 8:00am - 9:30am                      take away and apply                                  Proactive Learning:
                                                                                FACULTY: Michael Lynds (CTSM
     R109
                                                                                candidate), global trade show        Taking Lessons from Everyday Life
                                                                                manager, BJ Services Company         THURSDAY 8:00 AM - 9:30 AM
     Keep Your Best Leads Out of                                                and Mim Goldberg, CME,
                                                                                president, Marketech Inc.
     the Trash and Convert Them
     to Customers                                                                                                    This session was previously titled “Learning to Learn
     THURSDAY 8:00 AM - 9:30 AM                             R202                                                     from Everyday Life.”
     The show is over and you have a mountain of leads.                                                              The best business thinkers see what’s going on
                                                            Mr. Green’s Practical                                    in the world today – not what will happen, but
     What should you do with them? This session will
     explain:                                               Guide to Green Exhibiting                                what is already happening – and distinguish the
     • Why leads are not followed-up                        THURSDAY 8:00 AM - 9:30 AM                               signimcant from the insignimcant. In this session,
     • What motivates sales reps with show leads                                                                     Gilmore will share several frameworks to help foster
     • Why most show leads are NOT “sales” leads                                                                     conversation about learning, including:
     • The life cycle of a show lead                                                                                 • Different methods for scanning the
                                                            Which green options are worth pursuing and                   contemporary scene
     • Why use a lead conversion system
                                                            will save you money, and which are just                  • Mental models for discerning what matters from
     • How to systematize your lead plan from the
                                                            “greenwashing?” Using the latest data, EXHIBI-               what doesn’t
        show to the sale
                                                            TOR’s Mr. Green will analyze real world exhibit          • Techniques to help you stop, look, and listen to
     Session focus is on selling goods and services with    scenarios to mnd the greenest options at each step
     buying cycles longer than three months.                                                                             the world around you
                                                            in the exhibiting process. Scenarios to balance
               FACULTY: Steve Underation, silver level      green, marketing, and cost goals to give the best        Be a better designer and manager, a stronger
               CTSM, president, Trade Show Promt Systems                                                             leader and colleague, by being a better observer.
                                                            overall results will be reviewed, along with practical
                                                            scenarios and easy calculations to:                      Come ready to dive into a discussion about
                                                            • Maximize green and reduce costs
                                                                                                                     learning to learn.
                                                                                                                               FACULTY: Jim Gilmore, co-founder, Strategic
                                                            • Bust common myths to make greener choices
                                                                                                                               Horizons LLP and co-author of “The
                                                            • Green your booth – new, existing, or rented                      Experience Economy” and “Authenticity”
     R121 PROFILE IN EXCELLENCE:                            • Organize a more green hospitality event
                                                                      FACULTY: Tom Bowman, president, Bowman
     BJ Services Company: Exhibit,                                    Design Group & Bowman Global Change
     Measure, Learn and Change
     THURSDAY 8:00 AM - 9:30 AM                                                                                      R31110
                                                                                                                     How To Grow Your Brand:
                                                                                                                     Incorporating Brand Marketing
     Time between shows is often so short that we plan,     R20410
     go, come back, turn around and are off to the next
                                                                                                                     into Your Exhibit Program
     one without ever stepping back to examine what
                                                            Don’t Skip the Meetings – Pre-, At-,                     THURSDAY 8:00 AM - 9:30 AM
     worked, what did not work and why it didn’t work.      and Post-: Guideposts to Success
     The challenge facing most of us today is how do we     THURSDAY 8:00 AM - 9:30 AM
     learn from what we did so that we can continually                                                               Where does exhibit marketing mt within today’s
     improve. BJ Services Company, a leading provider                                                                concept of brand management? Both large and
     of oil meld equipment and service, will discuss        If you want an event, whether it is large or small,      small exhibitors can play a major role in shaping
     how measurement in 2007 and 2008 provided the          that generates high ROI, a staff briemng is a critical   and growing their company’s brand. This session
     necessary insights to learn, change, and improve       ingredient. In this interactive, hands-on session you    will show you how to:
     results for two primary shows that have similarities   will learn what agendas and techniques work, how         • Use consistency to make your exhibit and event
     in terms of audience but differences in term of size   to achieve management buy-in, and get staffers               marketing stronger
     and location. Key takeaways that you can apply to      to attend your pre-show, at-show, and post-show          • Leverage brand assets throughout your
     your programs:                                         meetings. You will explore:                                  organization
     • How BJ Services Company generated the
                                                            • What types of pre-show meetings work best              • Train and use your staff to their fullest extent
         maximum return from available marketing            • Who should be involved in planning and                 • Measure your results
         dollars and evaluating effectiveness                   conducting the meetings                              • Report your results in the context of brand
     • How to evaluate alternative courses of action
                                                            • A variety of training techniques that work to              building
         that may be more effective in terms of achieving       prepare, update and report to the staff              • Build consensus within management of your role
         objectives                                         • Using outside talent and supporting tools                  in brand building
     • How creating an action plan for the future
                                                                      FACULTY: Marc Goldberg, CME, founder/
         provides focus and direction for future events               partner, Marketech Inc.




56                                 QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
•   Learn from your customers the best way to         R514                                                    R624
    communicate your brand                            Preparing, Developing,                                  Building Brands, Not Boxes
          FACULTY: Scott Leech, senior partner,




                                                                                                                                                                          SUNDAY
                                                                                                                                                                          SUNDAY
          BrandSpeak Communications                   and Submitting a Quality                                THURSDAY 8:00 AM - 9:30 AM
                                                      CTSM Portfolio                                          Through personal experience, relevant case studies
                                                      THURSDAY 8:00 AM - 9:30 AM                              and an interactive class exercise, this session
                                                                                                              demonstrates how to develop compelling
                                                      Your goal is CTSM certimcation, but you’re having
                                                                                                              campaigns that build community between brands
                                                      trouble getting started on the written component,
R401                                                                                                          and their customers. Learn how to change the way
                                                      the Candidate Portfolio. This session will help
                                                                                                              you think about your live communications programs
Opportunist Learning –                                remove the “overwhelming factor” and
                                                                                                              and focus your brand messaging to leverage the
                                                      demonstrate how to successfully develop a
Spotting Useful Event                                 powerful results-oriented showpiece of your
                                                                                                              inherent emotional value and impact for your
                                                                                                              customers. Topics include:
Practices in Other Industries                         capabilities and accomplishments. Learn:
                                                                                                              • Fundamentals of a good story
THURSDAY 8:00 AM - 9:30 AM                            • Organizational steps to take now




                                                                                                                                                                          MONDAY
                                                                                                                                                                          MONDAY
                                                                                                              • Process for developing breakthrough creative
                                                      • Content and format requirements
Exploring lessons from other industries can help      • The timeline for completion
                                                                                                              • Examples of effective story and creative
integrate fresh and proven best practices into        • Recommendations for when and how to develop
                                                                                                                 campaigns
your events. In this session, we examine how                                                                  • Finding the “one thing” to build your campaigns
                                                         and write
this knowledge translates to the different facets                                                                around
                                                      • The advantages of working with an advisor
of event management to broaden your event                                                                     • Building community with customers
                                                      • Process for submission and evaluation
landscape. You will:                                           FACULTY: Jan Nelson, gold level CTSM,                   FACULTY: Matt Hubbard, vice president,
• Draw parallels from other industries                         executive director, Certimed Trade Show                 international marketing & global client
• Examine methods to control and direct people                 Marketer (CTSM) program                                 services, EWI Worldwide
   through different environments
• Recognize environmental elements that affect




                                                                                                                                                                          TUESDAY
                                                                                                                                                                          TUESDAY
   people’s actions
• Exploit current “people” research
                                                      R606                                                    R710
• Explore what is being done to combat attention
   scarcity                                           Design through Delivery:                                Localize Your Programs for
• Acknowledge boundaries and how to use them          Conducting a Harmonious                                 Success in Europe
          FACULTY: Robert Lowe, vice president –
          event architect, Nth Degree Events
                                                      New Build                                               THURSDAY 8:00 AM - 9:30 AM
                                                      THURSDAY 8:00 AM - 9:30 AM                              The opportunities to reach prospects in their
                                                      Have you ever wondered what happens after your          regional environments and build meaningful
                                                      exhibit company gets the go-ahead on a new build?       relationships are tremendous. There are
                                                      To be successful, a new build often requires the




                                                                                                                                                                          WEDNESDAY
                                                                                                                                                                          WEDNESDAY
                                                                                                              differences in cultures and languages between
                                                      coordination of a well-rehearsed orchestra working      countries as well as in program design, execution,
R511                                                  in a limited timeframe. In this session, you will       and messaging. Optimize your exhibit and event
Stress Right – Capitalizing on the                    learn how to conduct your next build with the           marketing programs when exhibiting abroad.
                                                      knowledge gained from an experienced conductor,         Effectively communicate with prospects and
Stress of a Crazy, Busy World                         including:                                              leverage your investment. Learn to:
THURSDAY 8:00 AM - 9:30 AM                            • The value of your involvement                         • Understand management goals and how to
                                                      • How a designer’s vision becomes a reality                 report back on pre-established objectives
This is high-energy self-help that works. We’ll
                                                      • Inside roles of the team                              • Embrace cultural differences throughout your
use real science, real experience and real fun to
                                                      • How estimating establishes costs
help you beat the stress of life on the road. Can                                                                 program
                                                      • How to assess value
you do it? You bet. Learning to stress right will                                                             • Deliver design and messaging that resonates
                                                      • Important timeline milestones
enable you to:                                                                                                    with the audience – and champions your brand
                                                      • How communication can make or break a project
                                                                                                                                                                          THURSDAY
                                                                                                                                                                          THURSDAY
• Use stress to “get things done” and manage it                                                               • Understand the differences in on-site execution
   so you do not hit the wall                                  FACULTY: Rick Rubio, division president, MC2   • Utilize alternative marketing strategies
• Sleep like a log                                                                                                maximizing exposure and ROI
• Signimcantly reduce the desire to strangle people                                                                    FACULTY: Angela Delatore, director, global/
• Keep family and friends happy while you are gone                                                                     new business, EWI Worldwide
• Develop long-term motivation for healthy living
          FACULTY: Andy Core, M.S., exercise
          physiologist, Core Wellness




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                     57
     THURSDAY, MARCH 18
                                                                                                                     examples that provide the tools to build your
      Thursday, March 18, 8:00am - 11:30am                     Thursday, March 18, 9:00am - 2:00pm                   own measurement plan.
                                                                                                                               FACULTY: Katharine Chestnut, gold level
                                                                                                                               CTSM, director of research and measurement,
     R406 FIELD TRIP:                                        R405 FIELD TRIP:                                                  Derse

     The Best Thing is Being There –                         Taking Your Events Offsite –
     Site Inspection Workshop                                Unique Venues
     THURSDAY 8:00 AM - 11:30 AM                             THURSDAY 9:00 AM - 2:00 PM                              R10810
                                                                                                                     How To Measure the Value
     Limited to 25 attendees.                                This session is limited to 45 attendees. Lunch is       of Trade Show Participation
     When it comes to selecting an event venue, there’s      included.                                               THURSDAY 10:00 AM - 11:30 AM
     no way around a site inspection. This session will      We’ll hit the road to explore alternative sites for
     start in the classroom, then take attendees on a        your entertaining needs. At each location (favorites
     site inspection of Mandalay Bay to evaluate their       from past years) we’ll discuss the factors to
     qualimcations to host a mctional event. We’ll assess                                                            Justify and grow your trade show marketing.
                                                             consider when taking a group off-site, away from        This session provides basic building blocks for
     meeting room size, sleeping rooms, food and             the hotel comfort zone, regardless of the city. This
     beverage capability, and more. Learn:                                                                           measuring the value of trade show marketing.
                                                             hands-on workshop prepares you for differences          Topics include:
     • How to prepare for a site inspection
                                                             you may encounter away from a hotel or restaurant.      • Establishing a payback ratio as an index of trade
     • What questions to ask the facility
                                                             Factors to consider include:                               show value
     • What to look for on your facilities tour
                                                             • Transportation
     • How to create a custom checklist that will help                                                               • Estimating appropriate budgets
                                                             • Catering with no kitchen convenience
                                                                                                                     • “Right Sizing” estimates of exhibit and staff
         you compare one facility to another                 • Pricing – inclusive or plus, plus, plus
     Leave with a site inspection master checklist that                                                                 sizes
                                                             • Rentals – what to bring to the venue
                                                                                                                     • Presenting results to management
     can be used for your own events.                        • Space requirements – is it big enough or too big
                                                                                                                     • Selecting and investing wisely in your show
               FACULTY: Janet DiFabio-Good (CTSM             • Decor and ambience
               candidate), senior account executive, MC2                                                                schedule
                                                             • Contingency planning
                                                                                                                     Session includes examples, case studies, and
                                                                                  FACULTY: Carla Marrero, director
                                                                                  of operations, Marketing           worksheets to help you put this knowledge to
                                                                                  Revolution Special Events and      work. You will also receive a take home project
                                                                                  Cris Canning, CMP, director of     that will help you focus on your program strengths
                                                                                  sales and marketing, The Venues
                                                                                  of NTC Promenade                   and weaknesses and likely opportunities for ROI
     R504 HALF-DAY WORKSHOP:                                                                                         improvement.
     Organizing 201: Papers, Piles,                                                                                            FACULTY: Ed Jones, president, Constellation
                                                                                                                               Communication Corp.
     and Procrastination                                      Thursday, March 18, 10:00am - 11:30am
     THURSDAY 8:00 AM - 11:30 AM

                                                             R108

     Pre-requisite: Session W508. (See p. 55)                Break Through the Measurement                           R20710
     Are you one of the 8 out of 10 people who feel          Mystique with this Six-Step Process
     overwhelmed with all the documents in your life?        THURSDAY 10:00 AM - 11:30 AM
                                                                                                                     Exhibiting and the Law:
     Does the phrase “data retention” make you lose it?                                                              What You Need to Know
                                                             Evaluating the success of your program sounds           THURSDAY 10:00 AM - 11:30 AM
     In this workshop, you will learn to:
                                                             simple enough but often feels like an
     • Identify which documents to keep and why
                                                             insurmountable task. Manage the 800-pound
     • Sort and label your information
                                                             gorilla called measurement by using this process to
     • Find the most effective mling system for you and
                                                             simplify the tasks. Take control by:                    It is recommended that this session be taken prior to
         your business                                       • Establishing reasons to measure performance           R41910. (See p. 61)
     • Keep on top of the piles
                                                             • Planning for support and success                      Your activities as an exhibit manager bring you in
     • Explore the myth of the “paperless” ofmce
                                                             • Setting clear objectives                              contact with legal issues and concepts every day.
     • Overcome and face your paper fears
                                                             • Matching objectives with specimc benchmarks           You need a basic overview of general legal concepts
     • Step-by-step action plan with helpful resources
                                                             • Automating your measurement methodology               and specimc information in the following areas to
         to create an easy-to-use system for all your        • Avoiding measurement pitfalls                         be successful:
         documents                                           • Analyzing results, tangible and intangible            • Contract formation and basic contract law
               FACULTY: Bill Bliesath, CPO, The Organizing   • Documenting and communicating results for             • Contract remedies and damages
               Guy and member of the National Association
                                                                continuous improvement                               • Responsibility for injury on the show noor
               of Professional Organizers
                                                             You’ll receive checklists, forms and real life             (tort law)




58                                  QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
•  Labor law                                           R318                                                       R325
•  Protecting your company’s products and brands       What’s Next for Brand                                      Understanding Your Audience
   (intellectual property law)
                                                                                                                  and Selecting the Best




                                                                                                                                                                                SUNDAY
• Insurance                                            Experience?
• Special event considerations, outdoor events,        THURSDAY 10:00 AM - 11:30 AM                               Face-to-Face Meeting to
   non-traditional venues                              How are innovative brands around the world                 Maximize Return on Investment
Legal terms and concepts will be explained. Many       responding to changed economic circumstances?              THURSDAY 10:00 AM - 11:30 AM
case studies will be used to emphasize important,      How are they coping with fragmented consumer
common legal issues.                                                                                              The audience for your company’s messages can
                                                       attention, accelerating acceptance, and use of new
          FACULTY: Steve Stromberg, J.D., account                                                                 be diverse with a wide range of requirements. You
                                                       technologies and social networks? And what do
          executive, Exhibitgroup/Giltspur                                                                        need to carefully evaluate your target audience,
                                                       their responses mean for you? This session will:
                                                       • Provoke ideas about how your brand can be
                                                                                                                  identify the goals for your event, and then select
                                                                                                                  the best venue to achieve the greatest ROI. The
                                                          more relevant and successful
                                                                                                                  result will be the most effective investment of your
                                                       • Review groundbreaking ideas from around




                                                                                                                                                                                MONDAY
                                                                                                                  marketing dollars. We will explore:
                                                          the world                                               • Value of face-to-face meetings
R216                                                   • Arm you with exciting insights into how brand
                                                                                                                  • Identimcation and ranking of your target

RFIs and RFPs: Asking the Right                           communication is changing                                  audience
                                                                           FACULTY: Andrew Horberry,
Questions – Choosing the Right                                             CMP (CTSM candidate), general          • Discuss the complete bandwidth of goals for

Partner (A Supplier Perspective)                                           manager, Imagination (Canada)             your event
                                                                           and Eduardo Braniff, global            • Evaluate the numerous meeting options
THURSDAY 10:00 AM - 11:30 AM                                               insight director, Imagination (U.S.)
                                                                                                                  • Use industry leading practices as a guide to
                                                                                                                     select the venue that mts best
                                                                                                                            FACULTY: Scott Williams, division president,
Focus on the issues that will deliver a real base of   R323                                                                 Chicago, MC2




                                                                                                                                                                                TUESDAY
comparison. Collect responses that allow for apples    State of the Art Eight Step
to apples comparison, fewer pricing issues,
comparable creative solutions, and a more              Pre-Show Marketing System
conmdent election of your new partner. Learn from      THURSDAY 10:00 AM - 11:30 AM
professionals who receive and respond to many          Want to mll your exhibit with the right attendees and      R52110
dozens of RFI/RFPs every year. You will learn to:      better support your corporate marketing objectives?
• Take charge of the creative strategy
                                                       Discover the eight step pre-show marketing system
                                                                                                                  Negotiating Skills to Win
• Remove gray, indemnable responses
                                                       used by successful exhibitors to turn trade shows          THURSDAY 10:00 AM - 11:30 AM
• Mandate clarity and take control of the results
                                                       from “expensive appearances” to “promt centers.”
• Prioritize and weigh responses
                                                       Learn how to:
• Do homework upfront for a hassle-free mnale




                                                                                                                                                                                WEDNESDAY
                                                       • Better align exhibiting objectives with corporate
• Achieve personal success and pride in your new
                                                                                                                  We negotiate in everything we do in our
                                                          marketing objectives                                    life, at home, and at work. Exhibit managers
   partner                                             • Calculate your Exhibit Interaction Capacity              use negotiating as a primary job tool. This
          FACULTY: Todd Simon, creative director and   • Zero in on your Ideal Exhibit Visitor
          chief strategist, T&E Creative Services                                                                 program is based on the concepts of the most
                                                       • Budget the right amount for marketing your               powerful negotiation practice used in businesses
                                                          exhibit                                                 and governments throughout the world. These
                                                       • Find the best lists                                      simple steps can be of assistance to you in your
                                                       • Analyze and select the best marketing media              personal and professional life at home and at work.
                                                       • Execute an integrated marketing campaign                 In this session you will learn:
                                                       • Measure results                                          • The three types of interests that underline

                                                       Interactive participant planning and execution                 the positions in negotiation
                                                       workbook included.                                         • Five steps to being a better negotiator
                                                                                                                                                                                THURSDAY
                                                                 FACULTY: Jefferson Davis, president,             • What keeps people from getting a good
                                                                 Competitive Edge                                     outcome in negotiation
                                                                                                                  • The difference between negotiation and
                                                                                                                      bargaining
                                                                                                                  • The public and private reasons people
                                                                                                                      agree with you
                                                                                                                  • The components of a sound and
                                                                                                                      satisfying agreement
                                                                                                                            FACULTY: G. Dan Lumpkin, CMC (certimed
                                                                                                                            management consultant), president,
                                                                                                                            Lumpkin & Associates




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                           59
     THURSDAY, MARCH 18
     R526                                                      R628
                                                                                                                          Thursday, March 18, 1:00pm - 2:30pm
     Leverage Your Network, Advance                            Aisle View: The Low Cost,
     Your Career                                               Live Presentation Option                                 R21310
     THURSDAY 10:00 AM - 11:30 AM                              THURSDAY 10:00 AM - 11:30 AM
     Career success isn’t a mystery and it doesn’t “just
                                                                                                                        Beyond the Basics of Booth Selling
                                                               Investigate a revolutionary presentation technique
     happen.” There are tangible tools and workplace                                                                    THURSDAY 1:00 PM - 2:30 PM
                                                               that allows down-sized exhibits to attract big
     techniques that can be learned so that all of us          budget audiences, communicate concise sales
     are able to manage our time better and be more            messages, and convert crowds into quantimable
     productive, understand and meet management                sales leads using only a 3’ x 3’ presentation space.     It’s all about creating the customer journey to drive
     expectations, and position ourselves for success in       In this session, we expose the secrets of large          sales, build brand, or impact awareness. In this
     our organizations and industries. Through a number        aisle-view crowds to maximize any live                   session we will take booth selling to the next level.
     of interactive exercises, attendees at this session       presentation style. We will examine:                     We will explore:
     will learn to:                                            • Lowering live presentation cost and space              • Thinking and planning the impact you will make
     • Understand and articulate their own career goals            requirements                                             on the customer
     • Develop and enhance their networking tools              • Overcoming fears of being trapped in a theater         • Understanding what drives customers to your
     • Get the most from performance appraisals as
                                                                   seat by extending your reach to the trade show           exhibit
         stepping stones to success                                aisle                                                • Meeting customer needs
     • Initiate and understand the mentoring process           • Regulations, management concerns and                   • Assuring your objectives and messaging are
     • Establish their own personal brand and market
                                                                   neighbor relations                                       compatible with the customer’s agenda
         themselves                                            • Do-it-yourself and professional live presentation      • Preparing your staff to communicate with a
               FACULTY: Cate Nield, SPHR, HR director,
               Access TCA                                          options                                                  different focus
                                                                         FACULTY: Scott Tokar, professional speaker,              FACULTY: Mim Goldberg, CME, president,
                                                                         magician and founder of Corporate-FX,                    Marketech Inc.
                                                                         Tradeshow Magic Group



     R609 PROFILE IN EXCELLENCE:
     Cisco Systems: Designing                                  R701                                                     R217
     Innovative Experiences to                                 Good, Better, Best for                                   Evaluating and Working
     Maximize Company Initiatives                              Global Exhibiting:                                       with Your General Contractor
     THURSDAY 10:00 AM - 11:30 AM                              Rethinking Budget and                                    to Ensure a Flawless
                                                               Design in a Tough Economy                                Corporate Event
                                                               THURSDAY 10:00 AM - 11:30 AM                             THURSDAY 1:00 PM - 2:30 PM
     Based on the 80-day global fair at Incheon,
                                                               Times are tough but you still need to maintain           A successful event depends upon the teamwork
     South Korea, this session relates the experiences
                                                               your presence at many shows worldwide. How               and communication of the team that puts it
     of Cisco Systems as they promoted their global
                                                               can you be everywhere you need to be, project the        together, especially in the face of compressed
     initiative on “smart and connected cities.”
                                                               appropriate brand image and message, and satisfy         schedules and later sell times. Attendees will learn
     Together, Cisco and Immersa Marketing went
                                                               all your internal clients while your budgets are being   how to evaluate and effectively work with their
     beyond the booth to design a truly innovative
                                                               cut? This session explores how to re-examine your        general contractor to ensure a successful event.
     experience. Examining that experience, attendees
                                                               global budget to make sure you can maximize your         Topics covered include:
     will learn these techniques and more:
                                                               image and message as you stretch your dollars.           • Developing functional specimcations
     • How to design a holistic experience to include
                                                               You’ll learn to:                                         • Determining critical components to include
         marketing and company initiatives                     • Create a consistent global brand image
     • Ways to get beyond the “booth”
                                                                                                                            in an RFP
                                                               • Tier your global program and scale your                • Avoiding common pitfalls with your general
     • Designing an immersive brand experience
                                                                   presence via good, better, best philosophy               contractor
     • Ways to increase effectiveness of product
                                                               • Maximize your budget for smaller funded shows          • Budget management
         demonstrations
                                                                         FACULTY: Marilyn Burch, vice president,        • Getting the right account team for your existing
     • How to use online initiatives to expand participation             global business development, Impact
                          FACULTY: Mary Fehrnstrom,                      Unlimited Inc.                                     vendor
                          director of strategic engagement                                                              • Streamlining the order process
                          and communications, Cisco                                                                     • Preventing communication breakdowns
                          Systems and Paolo Zeppa, vice
                          president of strategy, Immersa                                                                          FACULTY: Paul Rossi, national sales
                          Marketing                                                                                               executive, association/corporate events,
                                                                                                                                  Champion Exposition Services




60                                  QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
R227                                                   R31210                                                 R518
Agency Partners: Serial                                Realizing Your Public                                  How To Be Deliriously




                                                                                                                                                                          SUNDAY
                                                                                                                                                                          SUNDAY
Monogamy vs. Speed Dating                              Relations Potential                                    (OK...Reasonably) Happy at Work
THURSDAY 1:00 PM - 2:30 PM                             THURSDAY 1:00 PM - 2:30 PM                             THURSDAY 1:00 PM - 2:30 PM

Perhaps no other decision determines the overall                                                              We spend at least 30% of our lives working, so how
success of a marketing program more than                                                                      can we be “happy” even when things aren’t going
choosing the right agency partner – or knowing         On average, only 10% of the exhibitors at a trade      our way? The instructors share real-life, successful
when to call it quits. Both a committed relationship   show take advantage of public relations strategies     strategies, learned from their own experience,
with a single agency and using a roster of             and help their companies rise above the                research, and fellow trade show and event
competing agencies may prove successful.               competition. Improve your show success by              managers who found happiness in less than ideal
Which model is right? We’ll look at:                   learning:                                              work situations. Experience:
• Differences between agency of record and             • How to take advantage of show management’s           • A working demnition of “happiness”

    project-based retainer relationships                  PR tools                                            • Start the discovery process of what makes you




                                                                                                                                                                          MONDAY
                                                                                                                                                                          MONDAY
• The corporate perception of agencies (and            • The ingredients of a good news release                  happy
    vice versa)                                        • How to grab attention for your company in the        • Hear about real strategies that worked for others

• Forces creating change in “traditional”                 pre-show issues of publications                     • Get tips for getting started on your way

                                                       • How to get the press to pay attention to your        • Receive worksheets and thought provoking
    relationships
• How to develop a framework for decision-                company at the show                                    exercises to take home
                                                       • How to take advantage of show sponsored              • Suggested reading list provided
    making
• Five signs that you and your agency are meant           seminars and contests                                                   FACULTY: Gail Hernandez, gold
                                                                                                                                  level CTSM, marketing
    for each other (or not)                            • What to do after the show
                                                                                                                                  coordinator, Merchants Leasing
          FACULTY: Scott Schenker, vice president,               FACULTY: Wayne Dunham, owner,                                    and Rhea Cook, president,
          PSED, George P. Johnson                                Dunham Communications                                            Ex Machina Design x Marketing




                                                                                                                                                                          TUESDAY
                                                                                                                                                                          TUESDAY
                                                                                                              R604

R312                                                   R41910                                                 Extreme Budget Makeover:
Targeted, Tailored and Timely –                        Liquor Liability and the Law:                          Exhibit Edition
                                                       What You Need to Know                                  THURSDAY 1:00 PM - 2:30 PM
Innovations in Direct Mail
THURSDAY 1:00 PM - 2:30 PM                             THURSDAY 1:00 PM - 2:30 PM                             Today’s business climate requires maximum
                                                                                                              effectiveness and results. This interactive session
Discover innovative ways you can use the mail to                                                              features real exhibit and event managers on video,




                                                                                                                                                                          WEDNESDAY
                                                                                                                                                                          WEDNESDAY
grow your business and increase trafmc to your                                                                sharing actual challenges and solutions. Attendees
booth. This session showcases the latest and           It is recommended that R20710 be taken prior to this   weigh in by selecting from several potential
greatest direct mail opportunities that will get       session. (See p. 58)
                                                                                                              solutions via an audience response system.
your mail piece opened, boost response rates,          When alcohol is part of your event, your liability     After the votes are tallied, the various approaches
and increase ROI! The Postal Service is working        increases dramatically. To protect yourself and        will be discussed, and the exhibit manager will
hard to meet your ongoing needs through new            your company, your guests, and innocent people,        reveal the real life solution. Attendees will learn:
product innovations and services. During this          we will study:                                         • Maximizing results with a set budget
session, attendees will receive valuable information   • The general legal concerns of liquor availability
                                                                                                              • Alternatives – how peers might address the
about direct mail as it relates to:                        at your event                                          same situation
• Research and market trends                           • The extent of your liability in alcohol serving
                                                                                                              • Novel approaches that can be applied to their
• Direct marketing basics                                  situations, and how to protect yourself                own program
• ROI and campaign tools                               • Relevant laws and regulations
                                                                                                                        FACULTY: Walt Rich, senior account
                                                                                                                                                                          THURSDAY
                                                                                                                                                                          THURSDAY
• Innovations in direct mail                           • Dram shop statutes                                             executive, Lynch Exhibits
                    FACULTY: Bob Ellis, direct         • How to deal with intoxicated guests and
                    marketing specialist, United           attendees
                    States Postal Service and
                    Mike Naples, direct marketing      • Social host liability
                    specialist, United States          Many case studies will be implemented to aid
                    Postal Service
                                                       in the understanding of the legal issues. Extensive
                                                       question, answer and discussion will be encouraged.
                                                                 FACULTY: Steve Stromberg, J.D., account
                                                                 executive, Exhibitgroup/Giltspur




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM                                                                     61
     THURSDAY, MARCH 18
     R626                                                                                                             R230
                                                               Thursday, March 18, 3:00pm - 4:30pm
     The Ten Things I Wish I Knew                                                                                     Best People Forward:
     BEFORE I Went Green!                                    R115                                                     How to Send a ’World Class’
     THURSDAY 1:00 PM - 2:30 PM                                                                                       Exhibit Staff to Your Next Show
                                                             How To Create Event Communications
                                                             That Attract and Sell                                    THURSDAY 3:00 PM - 4:30 PM
                                                             Customers...and Even Impress                             Exhibiting success depends on executing quality
     Anyone trying to green their exhibit knows there is     the Company President                                    face-to-face contact with visitors and attendees.
     no guaranteed recipe for success. They also know                                                                 And only your exhibit staff can execute this critical
                                                             THURSDAY 3:00 PM - 4:30 PM
     it can be complicated and confusing to buy green,                                                                exhibiting success factor. Industry research found
     measure practices, and recycle. There is also           Learn to build effective messages into your trade
                                                                                                                      “56% of a visitor’s impression of a company is
     growing risk in promoting yourself as green when        show or event strategy from the start. Topics include:
                                                             • Why messaging is essential for event marketing
                                                                                                                      formed by the people they interact with.” Who are
     customers don’t trust environmental claims.                                                                      you sending to shows to support your brand identity
     This session will:                                      • Developing the “magic message” that
                                                                                                                      and innuence market and buyer perceptions? Are
     • Discuss what exhibit managers have found                  communicates value
                                                                                                                      they the right people? Are they the best they can
         works and doesn’t work when creating                • Converting advertising, PR, and marcom into
                                                                                                                      be? You will learn:
         successful and sustainable exhibits                     effective event communications                       • The attributes of a “world-class” exhibit staffer
     • Provide examples and case studies of best             • Start selling your prospects from 100 feet away
                                                                                                                         and an assessment tool to rate your staff
         practices for exhibits                                  using message hierarchy                              • What trade show attendees want, need and
     • Share ideas about how you can measure your            • Helping visitors “self-qualify” and “self-direct”
                                                                                                                         expect from over 30 attendee panel discussions
         positive impact                                     • Gaining commitments for post-event actions
                                                                                                                         conducted by the presenter
               FACULTY: Shawna McKinley, project                 that deliver ROI                                     • Three practical strategies to improve staff
               manager, Meet Green                           • Avoiding common mistakes
                                                                                                                         awareness, attitudes and exhibiting skills
                                                             • Tracking the effectiveness
                                                                                                                                FACULTY: Jefferson Davis, president,
                                                             Includes examples, case studies, worksheets,                       Competitive Edge
                                                             plus a take-home project that focuses on your
       Thursday, March 18, 1:00pm - 4:30pm                   strengths, weaknesses and likely opportunities
                                                             for ROI improvement.
                                                                       FACULTY: Ed Jones, president, Constellation
                                                                       Communication Corp.
     R503 HALF-DAY WORKSHOP:
                                                                                                                      R31510
     So You Want to be a
     Consultant? Taking the                                                                                           Integrated Marketing
     Leap from Corporate to Freelance                                                                                 Communications
     THURSDAY 1:00 PM - 4:30 PM                              R221                                                     THURSDAY 3:00 PM - 4:30 PM
                                                             Using Financial Modeling
                                                             to Get the Best Results
     If you want to jump start a career change from                                                                   Integrate your trade shows with your marketing
                                                             THURSDAY 3:00 PM - 4:30 PM
     corporate exhibit manager to freelancer, where                                                                   communication programs and watch your results
     do you start? Before giving up your day job (and        Discover how employing the proper mnancial tools can     skyrocket! Leverage all marketing communication
     regular paycheck), learn the facts from a successful    help your organization make the best event decisions     mediums by:
     industry veteran with 15 years of “hard knocks”         and benemt your bottom line. This session will cover:    • Demning show objectives
     experience. Topics will include:                        • Guiding principles for effectively presenting          • Matching objectives to the correct marcom
     • Deciding if you’ve got the right stuff to freelance      complex information                                      medium
     • Finding your niche and building your brand            • Using pricing strategy to drive specimc behaviors      • Recognizing your audience
     • Four ways to build your “expert quotient”             • Benchmarking to build and support                      • Allocating your budget for maximum results
     • The ten experts on your team                             recommendations                                       • Developing potential benchmarks
     • The four tools in your marketing toolkit              • Producing projections that are reliable and            • Understanding strengths and weaknesses of
     • The dollars and sense of writing your own                                                                         pre-show, on-site, and post-show tactics
                                                                dynamic
         paycheck                                            • Building predictive scenarios for optimal              • Analyzing your results for continuous
     You’ll leave this session with a workbook of               mnancial results                                         improvement
     personal “To Do’s” and a draft marketing plan.          • Proactively dealing with changing circumstances        By reviewing examples, you’ll be prepared to create
               FACULTY: Candace Adams, CTSM, CME,                                                                     effective, powerful, and integrated promotion
               CEM, CMP, CMM, ”The Booth Mom®”,              Attendees with intermediate promciency in Microsoft
               Trade Show Consulting                         Excel and whose events have registration or spon-        strategies.
                                                             sorship income will benemt most from this session.                 FACULTY: Katharine Chestnut, gold level
                                                                                                                                CTSM, director of research and measurement,
                                                                       FACULTY: Nonie Ravenberg, managing                       Derse
                                                                       director, mnance, Nth Degree Events




62                                 QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
R328                                                    R506
The Six Biggest Mistakes People                         Essential Energy – Amplifying Your
Make in Preparing                                       Health and Effectiveness




                                                                                                                    SUNDAY
Trade Show Content                                      THURSDAY 3:00 PM - 4:30 PM
THURSDAY 3:00 PM - 4:30 PM                              Most busy people run out of energy before they
If “content is King,” how do you effectively plan,      run out of opportunities. By regaining your natural
gather, and create content for your target audience?    mental and physical energy you can feel great,
Effective communication requires a combination          look great, and be great at whatever you do. In this
of creativity, powerful experiences, and compelling     session we’ll focus on how you can:
                                                        • Find the time and energy to develop a healthy
messages. This session offers insight into delivering
highly focused and effective content on the trade          lifestyle
                                                        • Eat for energy and beat stress-related eating
show noor, including:
• Creating an overall strategy to “hang” content        • Fit in physical activity in a new way that




                                                                                                                    MONDAY
     and messaging                                         energizes your motivation
• Understanding your target audience                    • Run 90 mph with your hair on mre and feel great

• Including input from key stakeholders, including                FACULTY: Andy Core, M.S., exercise
                                                                  physiologist, Core Wellness
     sales
• Narrowing your product focus
• Relating only top takeaways
• Crystallizing your message to a single,
     memorable thought
          FACULTY: Anne Trompeter, senior creative      R52310
          director, Live Marketing
                                                        Communicating With Others:




                                                                                                                    TUESDAY
                                                        Essentials for Success
                                                        THURSDAY 3:00 PM - 4:30 PM


R419
                                                        People are much more predictable than they think
RFID 101: The Basics of RFID                            they are! Have you ever been misunderstood or
and the Benemts of the                                  wondered why people do what they do? This session
Technology in Events                                    will help you:
                                                        • Understand differences in the nature of people
THURSDAY 3:00 PM - 4:30 PM




                                                                                                                    WEDNESDAY
                                                        • Understand ways to speak so others will listen
Understanding Radio Frequency Identimcation             • Learn techniques to understand and assess
(RFID) and knowing how and when to use it is                styles of behavior
becoming increasingly important in the event            • Predict needs and expectations of others
industry today. More and more, event and trade          • Communicate with a person whose style is
show managers are being asked to save dollars               opposite of yours
while demonstrating ROI. This session will focus on:    • Present your point of view more effectively from
• What RFID is and how it can assist you with
                                                            others’ perspectives
   event measurement
                                                                  FACULTY: G. Dan Lumpkin, CMC (certimed
• Ways to track session attendance and duration                   management consultant), president,
   without lines                                                  Lumpkin & Associates
• How RFID provides benemts and value to both
   show management and exhibitors
                                                                                                                    THURSDAY

• Implementing a solution for the mrst time
• Increasing the events overall ROI

          FACULTY: Roger Lewis, executive vice
          president of sales and marketing,
          Alliance Tech




BUILD YOUR SCHEDULE, GET FACULTY INFO, FIND A HOTEL AND REGISTER ONLINE AT WWW.EXHIBITOR2010.COM               63
     CERTIFIED
     TRADE SHOW
     MARKETER

     GETTING STARTED
     WHAT IS CTSM?
     THE ONLY UNIVERSITY-AFFILIATED CERTIFICATION PROGRAM
     IN THE TRADE SHOW INDUSTRY, DESIGNED TO INCREASE
     YOUR SKILLS AND CONTRIBUTION TO YOUR COMPANY.
     The marketing-focused curriculum is taught by some of the industry’s most
     prominent leaders and innovators, under the direction of an independent
     review board in conjunction with Northern Illinois University Outreach.
     The university awards each candidate CEUs and guarantees our program is
     developed with the highest academic standards.
                                                                                   HOW ABOUT CREDIT FOR SESSIONS TAKEN AT
                                                                                   PREVIOUS EXHIBITOR CONFERENCES?
                                                                                   WE’RE ALWAYS GLAD TO SEE OUR PREVIOUS ATTENDEES JOIN CTSM.
     WHAT WILL MY BOSS GET OUT OF IT?                                              Please contact our program administrator at 507.424.4881, and let her know
     SUPERIOR EMPLOYEES, WHO KNOW HOW TO MAKE THE MOST                             you are interested in receiving credit for past seminars and conferences. She
     OUT OF TODAY’S LIMITED RESOURCES.                                             will verify your attendance and assist you through the process. This includes
     You’ll make your boss look like the hero when your results and sales from     paying a $90 fee per conference archived and completing a quiz from any
     trade shows continually trend upward. Bosses who send their employees         seminar you wish to receive credit for. Once these steps are completed, the
     through the CTSM program consistently mnd their team is more motivated,       seminars will be credited to your transcript.
     more up-to-date on the latest trends and more focused on reaching - or
     exceeding - their company goals.
                                                                                   ARE THERE DIFFERENT LEVELS OF CTSM?
                                                                                   YOU CAN CONTINUE TO LEARN AND RECEIVE CERTIFICATION
     WHAT’S INVOLVED?                                                              UPGRADES THAT KEEP YOU ON YOUR “A” GAME.
     DEDICATION AND THE WILLINGNESS TO EXPAND YOUR CAREER POSSIBILITIES.
     The certimcation process includes:
     • A 23-seminar required core curriculum and mve elective seminars,            HOW DO I FIND OUT MORE?
       with options for those with experience or a marketing degree                DON’T MISS EXHIBITOR2010 FIRST-TIMERS AND CTSM ORIENTATION,
     • Comprehensive written examination on required sessions taken at             ATTEND A PEER2PEER CTSM ROUNDTABLE OR VISIT WWW.CTSM.COM.
       EXHIBITOR or EXHIBITORFastTrak conferences                                  Be sure to attend the Orientation, March 14, 4:45 PM - 5:30 PM to hear all
     • The Candidate Portfolio, a written demonstration of learned concepts        about the program from CTSM representatives, register to attend one of the
       applied on the job                                                          Peer2Peer “Learn More about CTSM” roundtable discussions, or visit the
                                                                                   CTSM ofmce at EXHIBITOR2010 for more detailed information. CTSM staff,
                                                                                   graduates, and fellow candidates will be happy to share the experience with
     WILL I GET CREDIT FOR WHAT I ALREADY KNOW?                                    you and answer questions. You can also visit www.CTSM.com to mnd complete
     YES. WE RESPECT YOUR EXPERIENCE AND THE TIME                                  information on requirements, options, and frequently asked questions.
     YOU’VE ALREADY PUT INTO YOUR CAREER.
     Trade show and event managers who have mve or more years of experience are
     eligible to replace some of the more basic CTSM required courses (see the     HAVE QUESTIONS RIGHT NOW?
     chart on page 65 for approved options) with an optional elective seminar      Feel free to call or email program administrator Wendy Lewis at
     (designated with       ). CTSM questions? Contact Wendy Lewis 507.424.4881.   507.424.4881, or wlewis@ctsm.com.


                         Look for this symbol in the session descriptions                               Look for this symbol in the session descriptions
                         starting on page 27 for CTSM courses.                                          starting on page 27 for CTSM courses designed
                                                                                                        for those with mve years of industry experience.


64                             CHECK OUT WHAT PAST ATTENDEES HAVE TO SAY ABOUT EXHIBITOR CONFERENCES AT WWW.EXHIBITOR2010.COM/TESTIMONIALS
2010 CTSM CURRICULUM SCHEDULING GUIDE
To fulmll the educational component of the certimcation program, the following 23 mve-digit REQUIRED seminars must be taken, along with any mve ELECTIVE
(three-digit) seminars offered at EXHIBITOR conferences, for a total of 28 seminars. We recommend including session 514 “Preparing, Developing and Submitting
a Quality CTSM Portfolio” as one of the electives.
                                                                                                                                               MONDAY  TUESDAY WEDNESDAY THURSDAY
                                                                                                                                              MARCH 15 MARCH 16 MARCH 17 MARCH 18

 Measurement                 10510     Using Surveys to Measure Your Performance in Trade Shows and Events                                      10:00                   3:45
 & Results                   10810     How to Measure the Value of Trade Show Participation                                                                             10:00       10:00
 Planning & Execution        20110     Selecting the Right Shows: The Critical Decision                                                                    10:00        10:00
                             20210     Basic Project Management and Reporting Skills                                                            3:45        3:45
                             20310     The Nuts and Bolts of Budgeting for Results                                                              8:00        8:00
                             20410     Don’t Skip the Meetings – Pre, At and Post: Guideposts to Success                                        3:45                                 8:00
                             20610     Show Operation Basics – Part I: Pre-Show Planning*                                                       8:00                    8:00
                             20710     Exhibiting and the Law: What You Need to Know                                                                        8:00                    10:00
                             20910     Show Operation Basics – Part II : On-Site Implementation*                                                10:00                   10:00
                             21310     Beyond the Basics of Booth Selling                                                                                   3:45                     1:00
 Marketing                   30810     Business Marketing Strategies and Trade Shows**                                                                      3:45        8:00
 & Communications            31110     How to Grow Your Brand: Incorporating Brand Marketing into Your Exhibit Program                                                  8:00         8:00
                             31210     Realizing Your Public Relations Potential                                                                                        3:45         1:00
                             31510     Integrated Marketing Communications                                                                      10:00                                3:00
 Corporate Events            41610     The Basics of Event Planning and Management                                                                                      8:00
                             41710     The Basics of Event Logistics and Implementation                                                                                 10:00
                             41910     Liquor Liability and the Law                                                                                        10:00                     1:00
 Personal & Career           52110     Negotiating Skills to Win                                                                                            8:00                    10:00
                             52310     Communicating with Others: Essentials for Success                                                                   10:00                     3:00
 Exhibits & Experiences      61710     Graphics Boot Camp: What Every Event Manager Should Know                                                 8:00        8:00
                             61910     Exhibit Design – From Concept to Completion                                                              3:45       10:00
                             62410     Green Trade Shows                                                                                                    3:45        3:45
 Global                      72010     Introductory Overview to Global Exhibiting ***


 ONLY FOR CANDIDATES WITH FIVE OR MORE YEARS’ INDUSTRY EXPERIENCE                                  SPECIAL NOTES:
                                                                                                   * If the Sunday All-Day Workshop “Trade Show Rookies Quick-Start Program” (S201)
 SEMINAR SEMINARS THAT CANDIDATES WITH FIVE OR MORE                         APPROVED                   is taken, sessions 20610 and 20910 do not need to be taken.
 NUMBER YEARS OF EXPERIENCE MAY OPT OUT OF                                  CHOICES
 20210       Basic Project Management and Reporting Skills                  111, 116, 208,         ** Session that may be waived by candidates with a marketing degree, and replaced
                                                                            216, 314, 406,            with an elective.
 20610       Show Operation Basics – Part I: Pre-Show Planning              413, 420, 522,         *** Not offered at EXHIBITOR2010. Any candidate needing this seminar should
                                                                            601, 612/613,              complete a “Seminar Option Request” online at www.CTSM.com and select
                                                                                                       one of the approved 5+ options (703, 707, 708, 709) in its place.
 20910       Show Operation Basics – Part II : On-Site Implementation       614, 703, 707,
                                                                            708, 709               Numbers in orange indicate sessions offered only in Las Vegas, not at any
                                                                                                   EXHIBITORFastTrak. Schedule these sessions mrst. Next, schedule blue sessions, only
 41610       The Basics of Event Planning and Management                    406, 413, 420          offered once; then continue scheduling your other required sessions.
 41710       The Basics of Event Logistics and Implementation
                                                                                                   These sessions will be most benemcial if taken in order:
 61710       Graphics Boot Camp: What Every Event Manager Should Know       601, 612/613,              20610 followed by 20910                41610 followed by 41710
                                                                            614
                                                                                                       20710 followed by 41910
 72010*** Introductory Overview to Global Exhibiting                        703, 707, 708,         To receive credit on your transcript for the seminars you take, be sure to take the
                                                                            709                    quizzes online at www.CTSM.com for each of the seminars. Instructions are inside
 Special Note for Candidates with Five or More Years Experience:                                   the front cover of every session handout. Quizzes must be taken within two weeks
 The approved options are designated throughout the brochure with the symbol (     ).              following EXHIBITOR2010.
 Visit www.CTSM.com and click on “Seminar Option Requests” under                                   Save all of your EXHIBITOR seminar handouts. You will need them to prepare for the
 “Candidate Services” to obtain program director’s approval.                                       mnal exam.

AMERICA’S HIGHEST RATED CONFERENCE FOR TRADE SHOW AND CORPORATE EVENT MARKETING PROFESSIONALS                                                                                               65
REGISTER SOON FOR
“EARLY BIRD”
BEST PRICING!
Save up to $250.
Simply register before
Feb. 3, 2010.


            REGISTRATION                                                                                 HOTEL
                                                                                                         HOTEL DISCOUNTS:
            SAVE MONEY!                                                                                                     Mandalay Bay Resort and Casino,
                                                                                                                            and THEhotel at Mandalay Bay
            GET IT ALL WITH A MULTI-SESSION PASSPORT.                                                                       3950 Las Vegas Blvd. South
            Your best conference value! A customized curriculum plus Reception,                                             Las Vegas, Nevada 89119
            Exhibit Hall admission, and Peer2Peer Roundtables.                                                              www.Exhibitor2010.com/
                                                                                                                            MandalayBayReservations.asp

            PASSPORT OPTIONS:                            GOLD AND SILVER PASSPORT HOLDERS
                                                         QUALIFY FOR EXTRA DISCOUNTS                     Make your reservations before
                                                         TEAM DISCOUNT:                                  February 3, 2010 to get the best rates.
            GOLD (SAVE $2,780)
                                                         Take $100 off each passport after the mrst
            Choose any 13 seminars and 3 Peer2Peer
            Roundtables, Exhibit Hall admission,
                                                         two paid passports. All forms and payment       RESERVE YOUR ROOM ONLINE
                                                         must be submitted together to qualify.
            lunch voucher, the Welcome Reception,                                                        WHILE YOU REGISTER!
                                                         If registering online, all registrations must
            and CEU fees.
                                                         occur on the same day.                          Go to www.Exhibitor2010.com/MandalayBay-
                                                                                                         Reservations.asp to reserve your room. Book
            Early Bird Price: $1,445
                                                         GOVERNMENT DISCOUNT:                            your room early. Demand for hotel rooms will
            ($1,695 after Feb. 3, 2010; $1,795 onsite)
                                                         Save $100 on each passport if you are part      be high due to other major events in Las Vegas
                                                         of any government entity.                       during this week.
            SILVER (SAVE $1,905)
            Choose any 10 seminars and 2 Peer2Peer                                                       Please be aware there is a restricted number
            Roundtables, Exhibit Hall admission,         WORKSHOP INTENSIVES:                            of Friday and Saturday night arrivals allowed.
            lunch voucher, the Welcome Reception,                                                        If you change your arrival or departure, it will
            and CEU fees.                                HALF-DAY WORKSHOP:                              be subject to the rates available at the time
                                                                  $398                                   the changes are made.
            Early Bird Price: $1,345                              $498 after Feb. 3, 2010;
            ($1,595 after Feb. 3, 2010; $1,695 onsite)            $598 onsite                            Reservations must be secured with one night
                                                         2 HALF-DAY WORKSHOPS:                           deposit or acceptable credit card. With 14
            TWO-DAY (SAVE $1,055)                                 $598                                   day advance notice of cancellation, deposit
            Choose 6 seminars and 2 Peer2Peer                     $698 after Feb. 3, 2010;               is refundable. Reservations will be held until
            Roundtables, Exhibit Hall admission,                  $798 onsite                            midnight on the day of arrival if accommoda-
            lunch voucher, the Welcome Reception         2 HALF-DAY WORKSHOPS WITH                       tions have been guaranteed. Rates subject to
            and CEU fees. Valid for two days sessions    GOLD OR SILVER PASSPORT:                        Clark County tax (currently 12%).
            only: Monday, Tuesday, or Wednesday.                  $498
                                                                  $598 after Feb. 3, 2010;
            Early Bird Price: $895                                $698 onsite

                                                                                                           NO RISK
            ($1,145 after Feb. 3, 2010; $1,195 onsite)   ALL-DAY WORKSHOP:
                                                                  $580
            ONE-DAY (SAVE $380)                                   $680 after Feb. 3, 2010;
            Choose 3 seminars and 1 Peer2Peer
            Roundtable, Exhibit Hall admission,
            lunch voucher, the Welcome Reception,
                                                                  $780 onsite
                                                                                                          LEARNING
                                                         FOR INTERNATIONAL ATTENDEES                     EXHIBITOR is the mrst and only industry conference
            and CEU fees. Valid for one days sessions    Apply for a visa early, at least 60 days          to offer a no-risk, 100% Refund Guarantee
            only: Monday, Tuesday, or Wednesday.         before traveling. Get links to visa                     on its entire learning experience.
                                                         applications and other international            Learn what you came to learn or your money back.
            Early Bird Price: $595                       travel information at                                      No questions. No hassles.
            ($845 after Feb. 3, 2010; $895 onsite)       www.EXHIBITOR2010.com/IntlTravelTips.asp.

      66                              QUESTIONS? CALL HALL-ERICKSON: 877.394.6651 (IN THE U.S.); 630.434.7779 (INTL.) EMAIL: EXHIBITOR2010@HEIEXPO.COM
                                                                      CONFERENCE REGISTRATION FORM
                                                                      Use this form for CONFERENCE REGISTRATION only. If registering for EXHIBIT HALL ONLY, go to www.EXHIBITOR2010.com/HallOnly.asp
       Check if form has been faxed previously                        Registrations will be processed only if all requested information is provided and accompanied by full payment.
                                                                                                                                                                     ONLINE: www.EXHIBITOR2010.com
   REGISTRANT INFORMATION                                                                                                                                            FAX: 630.434.1216
Name                                                                                                                                                                 QUESTIONS: call 877.394.6651 or 630.434.7779
Title                                                                                                                                                                EMAIL: exhibitor2010@heiexpo.com
                                                                                                                                                                     MAIL: EXHIBITOR2010 Registration
Company                                                                                                                                                              Hall-Erickson Inc, 98 E. Chicago Ave., Westmont, IL 60559
Street
                                                                                                                                                                          PAYMENT INFORMATION (U.S. funds only)
City                                                                  State/Prov                                        Zip
                                                                                                                                                                             CHECK (please make checks payable to EXHIBITOR2010)
Country                                                               Phone                                             Fax                                                  VISA       MASTERCARD         AMERICAN EXPRESS
                                                                                                                                                                      CARDHOLDER
E-mail
Some of our exhibitors send special show offers, private invitations and information to conferees (on a limited basis) pre- and/or post-show. We encourage you to     NAME
indicate a preferred method of receiving information. E-mail will be used if no preference is selected.                                                               CARD
Please choose all that apply:          E-mail          Mail           I don’t want any information pre- or post-show                                                  NUMBER
                                                                                                                                                                      EXP DATE                                      CID#
   REGISTRANT OPTIONS                                                                                                                                                 SIGNATURE
                                                                                                           EARLY BIRD DISCOUNT        AFTER
   (WORKSHOPS ARE NOT INCLUDED IN PASSPORTS)                                                                      BY FEB 3, 2010 FEB 3, 2010    ONSITE                    REGISTRANT INFORMATION (required information)
        GOLD PASSPORT BEST VALUE! – Save $2,780                                                                        $1,445 $1,695 $1,795 $                        Industry Role (check one)                      How many TRADE SHOWS does your
        Includes 13 seminars, 3 Peer2Peer Roundtables, Exhibit Hall, lunch voucher, CEU Fees,                                                                          a) Corporate Exhibit Mgr. (Buyer)            company exhibit in each year?
        and admission to all events.                                                                                                                                   b) Corporate Event Mgr. (Buyer)                a) 0-4         d) 26-50
        SILVER PASSPORT – Save $1,905                                                                                  $1,345 $1,595 $1,695 $                          c) Both A & B                                  b) 5-10        e) 51-100
        Includes 10 seminars, 2 Peer2Peer Roundtables, Exhibit Hall, lunch voucher, CEU Fees,                                                                          d) Press                                       c) 11-25       f) Over 100
        and admission to all events.                                                                                                                                   e) EXHIBITOR SHOW Exhibitor                  How many EVENTS does your
        TWO-DAY PASSPORT – Save $1,055 (VALID any two days Mon-Wed)                                                      $895 $1,145 $1,195 $                          m) Display Manufacturer/Builder              company produce each year?
        Includes 6 seminars, 2 Peer2Peer Roundtables, Exhibit Hall, lunch voucher, CEU Fees,                                                                           r) Dealer/Distributor/Rep                      a) 0-4       d) 26-50
        and admission to all events.                                                                                                                                   s) Exhibit Event Supplier                      b) 5-10      e) 51-100
        ONE-DAY PASSPORT – Save $380 (VALID any one day Mon-Wed)                                                         $595         $845 $895 $                    Primary Job Function (check one)                 c) 11-25     f) Over 100
        Includes 3 seminars, 1 Peer2Peer Roundtable, Exhibit Hall, lunch voucher, CEU Fees,                                                                            a) Exhibit/Event Mgr./Coordinator            Does your company exhibit in shows
        and admission to all events.                                                                                                                                   b) Marketing Mgmt.                           overseas?
        INDIVIDUAL SEMINARS – multiply number ____ X                                                                     $225         $290 $325 $                      c) Owner/President/Partner                       a) Yes           b) No
        ALL-DAY WORKSHOP – Sunday, 8:30 AM - 4:30 PM (includes lunch)                                                    $580         $680 $780 $                      d) Advertising/Promotion Mgmt.               If not, are they considering it?
                                                                                                                                                                       e) General Mgmt.
        HALF-DAY WORKSHOPS – Sunday and Thursday                                                                         $398         $498 $598 $                      f) Other
                                                                                                                                                                                                                        c) Yes           d) No
        2 HALF-DAY WORKSHOPS – SAVE $198 (includes lunch)                                                                                                                                                           Number of Company Employees
                                                                                                                         $598         $698 $798                        g) Designer
                                                                                                                                                                                                                    (check one)
        2 HALF-DAY WORKSHOPS with Gold/Silver Passport – save up to $298 (includes lunch)                                                                              h) Sales Management
                                                                                                                         $498         $598 $698                      Primary Business (check one)
                                                                                                                                                                                                                       a) 1-4      g) 250-499
        PROCESSING FEE                                                                                                                          $ 70                                                                   b) 5-9      h) 500-999
                                                                                                                                                                       a) Electronics/Computer/                        c) 10-19    i) 1,000-4,999
        CTSM TRANSCRIPT MAINTENANCE FEE (certimcation and graduate upgrades)                            $90                            $90 $90 $                           Communications mfr.
                                                                                                                                                                                                                       d) 20-49    j) 5,000-9,999
        WELCOME RECEPTION free to conference registrants                                                                                        FREE                   b) Industrial Eqt./Machinery mfr.
                                                                                                                                                                                                                       e) 50-99    k) 10,000 or more
                                                                                                                                                                       c) Instrumentation/Medical mfr.
        ORIENTATION SESSION free to conference registrants                                                                                      FREE                                                                   f) 100-249
                                                                                                                                                                       d) Other manufacturing
                                                                                                                                                                       e) Service Industry                          Number of people who plan and
        EXHIBIT HALL ADMISSION free to conference registrants                                                                                   FREE                                                                execute TRADE SHOWS company-wide
                                                                                                                                                                       f) Internet Products/Services
        PLEASE CHECK WHICH MAGAZINE(S) YOU WISH TO RECEIVE                                                                                                                                                          (check one)
                                                                                                                                                                     What is your role in the purchase of              a) 1          d) 10+
        EXHIBITOR MAGAZINE SUBSCRIPTION: one year subscription included in your registration. $78 value                                                   FREE       EXHIBITS and related products and                 b) 2-5        e) N/A
                                                                                                                                                                     services? (check one)                             c) 6-9
        CORPORATE EVENT MAGAZINE SUBSCRIPTION: one year subscription included in your registration. $28 value                                             FREE         a) Final Decision
                                                                                                                                                                                                                    Number of people who plan and execute
        DISCOUNTS Government         Team (If applying for team discount, forms must be submitted together)                                               $–           b) Specify                                   CORPORATE EVENTS company-wide
           Applies to Gold and Silver Passports only. See p. 66 for discount information.                                                                              c) Recommend                                 (check one)
                                                                                                                                                                       d) No Role
                                                                                                                                               TOTAL $                                                                 a) 1           d) 10+
                                                                                                                                                                     What is your role in the purchase                 b) 2-5         e) N/A
                                                                                                                                                                     of EVENT-RELATED products and                     c) 6-9
   REGISTRANT OPTIONS                                                                                                                                                services? (check one)                          Is this your mrst EXHIBITOR Show?
                                                                                                                                                                        a) Final Decision                              a) Yes           b) No
ALL-DAY WORKSHOP (not included with passports)                                       SESSIONS                          FIRST CHOICE      SECOND CHOICE                  b) Specify
                                                                                                                                                                        c) Recommend                                Which industry conferences have you
Sun 8:30 AM – 4:30 PM                                                                Mon 8:00 AM – 9:30 AM                                                              d) No Role                                  attended in the past two years?
                                                                                                                                                                                                                       a) EXHIBITOR Show
                                                                                     Mon 10:00 AM – 11:30 AM                                                         Annual Trade Annual Corporate
                                                                                                                                                                                                                       b) EXHIBITORFastTrak
HALF-DAY WORKSHOP (not included with passports)                                                                                                                      Show Budget Event Budget
                                                                                                                                                                                                                       c) Other
                                                                                     Mon 3:45 PM – 5:15 PM                                                             a) Up to $50K  a) Up to $50K
Sun 8:30 AM – 12:00 PM                                                                                                                                                 b) $51K-$100K  b) $51K-$100K
                                                                                                                                                                                                                       d) None
                                                                                     Tues 8:00 AM – 9:30 AM                                                                                                         Are you currently enrolled in
Sun 1:00 PM – 4:30 PM                                                                                                                                                  c) $101K-$200K c) $101K-$200K
                                                                                                                                                                                                                    EXHIBITOR’s CTSM Program?
                                                                                     Tues 10:00 AM – 11:30 AM                                                          d) $201K-$500K d) $201K-$500K
Thurs 8:00 AM – 11:30 AM                                                                                                                                                                                              a) Yes          c) Graduate
                                                                                                                                                                       e) $501K-$1MM e) $501K-$1MM
                                                                                     Tues 3:45 PM – 5:15 PM                                                            f) Over $1MM   f) Over $1MM
                                                                                                                                                                                                                      b) No
Thurs 1:00 PM – 4:30 PM
                                                                                     Wed 8:00 AM – 9:30 AM                                                             g) N/A         g) N/A
FIELD TRIPS
                                                                                     Wed 10:00 AM – 11:30 AM                                                                    OFFICE USE ONLY
Mon 8:30 AM – 11:30 AM             (M306)                                                                                                                                                                                 Check here if you have special
                                                                                     Wed 3:45 PM – 5:15 PM                                                            $                            REC’D
Tues 8:00 AM – 11:30 AM            (T406)                                                                                                                                                                                 needs that require attention.
                                                                                     Thur 8:00 AM – 9:30 AM                                                           CK#
                                                                                                                                                                                                                          Check here if international
Wed 8:00 AM – 11:30 AM             (W629)
                                                                                     Thur 10:00 AM – 11:30 AM                                                         REF.                                                visitor requesting a Letter of
Thurs 8:00 AM – 11:30 AM           (R406)                                                                                                                                                                                 Invitation.
                                                                                     Thur 1:00 PM – 2:30 PM
Thurs 9:00 AM – 2:00 PM            (R405)                                                                                                                           CANCELLATION POLICY:
                                                                                     Thur 3:00 PM – 4:30 PM                                                         If you must cancel for any reason, notify us in writing by Feb. 25, 2010 to receive a full
PEER2PEER ROUNDTABLES FIRST CHOICE                      SECOND CHOICE
                                                                                                                                                                    refund minus $50 cancellation fee. After Feb. 25, 2010, an additional 10% service charge
*Mon P2P 5:30 PM – 6:30 PM                                                                Register online for a chance to win a $300 Amazon Gift                    will be deducted from the total cost. Because many of the sessions sell out before the
                                                                                                                                                                    Conference and we must turn customers away, no refunds will be given for cancellations
*Tues P2P 5:30 PM – 6:30 PM                                                               Certimcate. When registering online make sure to enter                    received after 5:00 PM, March 4, 2010.

*Wed P2P 5:30 PM – 6:30 PM                                                                your Priority Code number. The Priority Code number is                    NOTE:
                                                                                          found on the back of this Conference Brochure.                            Children 17 and under are not admitted to the Exhibit Hall or Networking Events.
*Peer2Peer (P2P) Roundtable topics found on page 24.
                                                                                          Register today at www.EXHIBITOR2010.com.
 Please enter topic number. Available only to passport registrants.                                                                                                                                                                                 67
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