Fine-tune Your Channel

And get a clear picture on lead acquisitions

eConnections speaks with Rob Murphy, MC² Chief Marketing Officer

Although most companies take great efforts to attract large crowds and make the best impression they can at trade shows, too few of them measure the trade show results that have a direct impact on funding and strategy. And that's a big mistake.

When you do them correctly, trade shows can be one of the most productive, cost-effective ways for you to reach qualified prospects and generate sales. But to do that, you need to collect the right information to properly measure your success. Read more.

Why you can't count on numbers ... A salvageable assistant ... An enemy resurfaces

Hello. I'm Rob Murphy, Chief Marketing Officer for MC².

Everyone knows an important goal of participating in any trade show is acquiring leads. But many people aim for quantity not quality and rarely follow up. This approach makes it difficult to demonstrate the importance of trade shows to your company's bottom line. In this month's feature article, find out how to get the right information from attendees and use it to its fullest extent.

In our last issue, an events manager asked what to do about an assistant who isn't much help. Our readers weigh in on the matter. This month, a marketing manager faces a unique problem: A foe she worked with in the past is once again her coworker. She'd like your advice on how she should handle this uncomfortable situation. Any ideas?

Provide us with a dilemma of your own or take our one-minute survey, and we'll enter your name into a drawing for a gift certificate for a dinner for two.

by Ed Jones

Measurement Tip 10

"The Customer is King" and Customer Relationship Management Provides Substantial Return on Your Event Investments

I hear exhibitors criticized for wasting trade show and event marketing dollars on existing customers. In my opinion, nothing could be more wrong. In fact, this is one of the most valuable aspects of event marketing.

Read more ...

Previous Issue's Dilemma:

What can I do when the help is no help?

After years of begging, I finally have an assistant. The problem is "Belle" constantly asks me questions, her work is sloppy, and she has no respect for deadlines. If I let her go, I'm afraid it will reflect badly on my judgment since I interviewed and hired her. Should I fire her and risk losing face? Or is there some way I can get her to be a real help?

-- Name withheld, Events Manager

Read what others had to say.

This Issue's Dilemmas:

A known backstabber walks into an office ...

It sounds like the start of a joke, but it's my life. At my previous company, a coworker bad-mouthed me to my peers and upper management alike. Why? She wanted my job. She didn't succeed, but eventually, I came to work for my present employer. Imagine my dismay when I found out this woman has also accepted a job here, at a lower level than mine. I don't want to revisit what happened last time. Should I talk to my boss about her? The higher-ups? Or should I just stay quiet and hope she's changed?

-- Name withheld, Marketing Manager

Share your experience.You could win a $100 gift certificate for a dinner for two.

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