The Competitive Advantage

tag: conferences

September 17, 2013

Get ready to exhibit this fall… part 3 of a 3-part series

writing_a_letterTwenty years ago, before I started in into the MR industry, I worked in the conference and trade show industry.  Back then, one of the industry’s key associations – the Center for Exhibition Industry Research ( – reported that only 20% of all leads generated at an exhibition were ever followed-up on.  Today, with all of the new tools and technology available to exhibitors, that number is still 20%!

Stated another way, 80% of everyone who gives up their time to come into your booth this Fall (at TMRE, CASRO, ESOMAR, QRCA, etc.) will not hear from you afterward!  That’s not just bad business… it’s downright stupid!

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September 10, 2013

Get ready to exhibit this fall… part 2 of a 3-part series

It’s SHOWTIME!  Are you ready to exhibit?booth 1

This 3-part blog series will provide some insider tips on managing your exhibiting efforts BEFORE, DURING and AFTER the event.  This week…

Part 2: DURING the event

The fact is, most firms have no idea how to effectively ‘work a show.’  The pop up their booth, set down a table and a couple of chairs, print some literature and think they’re ready.  Virtually no thought goes into how to create an experience inside the booth that generates a very positive perception in the eyes of everyone who comes in the booth.  Here are 11 tips to help you do that…

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September 4, 2013

Get ready to exhibit this fall… part 1 of a 3-part series

ExhibitorBadge2The conference season is right around the corner… ESOMAR, TMRE, QRCA, CASRO, etc.  And many of you have committed to exhibiting at one or more of these shows. I’m a big fan of exhibiting… done right, exhibiting can be an outstanding marketing vehicle and help you to generate highly-qualified sales leads, launch a new product or service, generate market awareness and support your association.

On the other hand, with the cost of the exhibit space, travel and lodging, building or updating your booth, shipping, event marketing, etc., your firm’s presence there could very well be the single largest marketing expense you have all year. Exhibiting is one of those things you must do really well to see a solid return on your investment.

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June 19, 2013

If your summer is slow, focus on marketing & sales for a competitive advantage; part 1 – plan for the coming conferences

Beach pic 1The summer is a relatively slow time for many of us… clients slow down, people go on vacation, kids are out of school, etc.  And how people respond to that slowdown usually falls into one of two groups – those that gripe about it, chalk it up to seasonality and fall into a bit of a summer funk and those that take advantage of the extra time that the season provides to work “on” their business.

So, for those of you who in the second group (or those in the first group that want to be in the second group), over the next several weeks, I’ll make a series of recommendations of activities you can work now on to help grow your business.

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April 26, 2013

Is the Market Research industry changing the way it feels about Marketing & Sales?

As I mentioned in last week’s blog, I had the privilege of speaking at the CASRO Management Conference this week in New Orleans.  By the way, if you run a research agency and haven’t been, you need to put it on your calendar for next year!

In addition to speaking, I also had the opportunity sit in on all the other sessions and panel discussions.  Interestingly, about half of the topics revolved around marketing & sales!  At a market research event?

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April 17, 2013

Going to the CASRO Management Conference in New Orleans?

I’m privileged to have been invited to speak next week at the annual CASRO Management Conference, the only industry event that exclusively focuses on casro logomanaging the business side of the research business.   Sessions are centered on such topics as marketing, sales, HR and finances.

The title of my session is, “12 Reasons Why Your Marketing & Sales Might Not Be Working & What You Can Do About It.”  The presentation is based on our eBook of the same name.

It’s still not too late to register.  For details, Click Here.

Hope to see you there!

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September 4, 2012

After attending a conference this fall… don’t let the flame go out. Nurture those leads!

Our industry offers up some great conferences, particularly in the fall of the year – CASRO, QRCA, ESOMAR, MRA, TMRE and so on.  They are all great places to learn and (wait for it…) network.

That’s right… these conferences provide you with the chance to meet with prospective clients in a non-threatening environment.  Whether it’s during a conference session, at a cocktail reception or on the exhibit floor, conferences give you the opportunity to shake hands, swap business cards, do a little personal “selling” and lay the groundwork for future business conversations.

But then you head home from the conference… return to your back-to-normal business routine… and before you know it, that pocketful of business cards representing a number of warm leads now has a thin layer of frost on it.

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