» February 22, 2007, 6:00 p.m. – 8:00 p.m. Society of Competitive Intelligence Professionals (SCIP) – Greater DC Chapter Meeting, Tivoli Restaurant. “Getting the Most Intelligence from Trade Shows”
» March 23, 2007, 10:00 a.m. Algonquin College, Ottawa, Canada. “The ABCs of Exhibit Marketing.”
» June 4, 2007, 11:00 A.M. Special Librarians Association (SLA), Denver Convention Center, “Beyond online.” Panel presentation.
ABComm Reveals Secrets of Gathering
Market Intelligence at Trade Shows in New Book
Ottawa, Ontario—July 9, 2007: Meticulous, advance preparation is the key to success with market intelligence gathering at conferences and trade shows, according to Anne Barron, President of the exhibit marketing agency ABComm, and co-author of the new book Conference and Trade Show Intelligence.
“Conferences and trade shows offer a unique, multidimensional environment to gather primary information,” writes Ms. Barron in the introduction to a chapter entitled On-site Tools & Techniques for Primary Information Gathering. “Your ability to discreetly observe, gather and interpret key information and trends is essential to the success of your trade show primary intelligence gathering program. To effectively coordinate this effort, you first need to be organized and prepared before the conference or trade show.”
Ms. Barron goes on to outline the key tools and techniques required to make the process of gathering market intelligence at trade shows and events more effective. She explains why the ideal conference and trade show toolkit must include everything from notebooks and cameras to stop watches and counters, and even an assortment of official event badges. But it’s not enough to just have the tools. Ms. Barron goes on to recommend effective techniques for formulating the right questions to ask exhibitors and attendees, analyzing traffic patterns, using and interpreting body language, and even how to make the most out of social and networking activities.
“It’s all about making sure you get the biggest bang for the marketing buck spent on these very high profile and expensive events,” says Ms. Barron. “With the right advance planning and the right tools these events can be a gold mine of information that an organization can use to position themselves properly against the competition at the next event and in other marketing activities.”
Ms. Barron’s chapter is part of the complete approach to competitive intelligence gathering presented in Conference and Trade Show Intelligence. The book covers the concept and practice of acquiring information at conferences, seminars, symposia, and trade shows, and the analysis of that information as a key tool in effective marketing. It is the second volume in the Topics in Competitive Intelligence series, published by the Competitive Intelligence Foundation of the Society of Competitive Intelligence Professionals (SCIP).
The publication presents an introduction to the topic and provides guidance and information on all aspects of gathering and applying intelligence obtained from these venues. It also reviews how organizations can protect themselves from the unauthorized or inadvertent release of internal corporate information at these events.
“It’s a must read for competitive intelligence professionals at all levels of an organization; trade show attendees and staff; corporate management involved in designing and leading trade show efforts and in overseeing competitive intelligence efforts; as well as students of competitive intelligence,” says Ms. Barron.
About ABComm
Competitive intelligence is one of several strategic exhibit/event marketing services offered by ABComm. Founded in 1995, ABComm has developed, implemented, and managed award-winning exhibit and marketing programs for leading organizations in the medical, education, and telecommunications industries. ABComm is a member of a number of leading industry organizations including, the Society of Competitive Intelligence Professionals, Trade Shows Exhibitors Association, and the Healthcare Convention Exhibitors Association.
Anne Barron, President, ABComm is a Certified Manager of Exhibits (CME) and internationally respected authority on exhibit management and marketing. Ms. Barron is a sought after speaker and has published numerous articles for tradeshow publications/newsletters around the world. She is also the co-author of the exhibit/event marketing tips book Still More Secrets of Successful Exhibiting.
www.AB-Comm.com
For more information contact:
Anne Barron at
613-224-0447.
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