Category Archives: Gov/Mil News

Gov/Mil News on GovEvents Blog includes editorials and media pertaining directly to current events happening in Government & Military.

Getting the Most Out of Tradeshow Investments

Posted on by

Exhibiting at tradeshows involves a lot of time and money. From the upfront costs of renting the exhibit space, to travel expenses, not to mention staff time working the event -- choosing to exhibit at a tradeshow may be one of the costlier line items in a marketing budget.[Tweet "How do you know if you are getting the most out of tradeshow investments? #GovEventsBlog"]

How do you know if your investment was worth it? How do you measure and then ensure ROI? Here are a couple of tips for making the blood, sweat, tears, and dollars all worth it.

  • Know your audience. Presumably you've done your research on show attendees before committing to attending, but when planning metrics and ROI measurement take another look at the attendee profile. Do they have direct buying power or are they the influencers? If they don't have direct buying power, setting a metric around closing new sales within a month of the conference will likely be unsuccessful. If your audience is influencers, look instead to measure success by follow-up meetings or increased engagement with your brand online.
  • Be clear, stay focused. Make sure everyone staffing your booth knows who your target audience is at the show.[Tweet "Make sure everyone staffing tradeshow booth knows who target audience is. #GovEventsBlog"] Focus efforts and time on qualified leads and set clear expectations for follow-up. You may collect 200 names at the show but if no one is tasked and incentivized to follow-up, those leads will just be names on a list. You can even make it easy to start the follow-up at the show.[Tweet "Make it easy to start the follow-up at the tradeshow. #GovEventsBlog"] At a recent networking event we had a goal of setting a minimum of 15 post-show appointments. We designed a promotion where any attendee that scheduled a phone appointment with us to discuss their marketing needs for 2016 was entered into a drawing to win their choice of a $350 Visa gift card or an Apple iWatch Sport. We had a printed calendar on the table with available times for meetings so we could easily write in their info on the day/time that they chose for quick follow-up and action.
  • Create a theme. If you are taking the time to create and print new materials and design a booth or signage, make sure there is a unifying theme within all of these materials. This theme should, of course, tie into your brand but also reflect the theme of the show you are attending. This will help make your booth more relevant to attendees and will provide a focus in message for your staff.
  • Get to know your sales rep. Stay in touch with your sales rep after you sign the contract. Make sure you understand all of the benefits of your sponsorship or space buy and make sure you are using them to their fullest. As the show gets closer, check in to see if there are any other additional opportunities to promote your brand. They may be running deals on additional sponsor activities as the show gets closer, making additional exposure at the show more affordable.
  • Be Picky. Choose your booth staff carefully. At too many shows we see staff on their phones who barely look up when someone comes by their booth. Find the people that will be able and willing to carry your message and will respond to the overall goals of the event. Make sure they are qualified to talk to all sorts of potential customers on a variety of topics. Arm them with key messages as well as incentives for bringing in qualified leads.
  • Get creative. Creativity does not just apply to your theme, it can apply to how you measure success. Leads and sales are obvious metrics, but don't stop there. If your company has a social media presence or a blog, use the show to drive more followers. Set a goal around the number of new followers gained from a show. Make your social properties prominent in materials and find ways to encourage people to start following your company. Collect details on the social properties of attendees and prospects and begin following them. This interaction on social will give you touch points with these leads long after the show doors have closed.

We'd love to hear from you. How do you ensure you are getting the most out of your tradeshow investments? Let us know in the comments. If you have not decided what shows might work for you, spend some time searching the listings at GovEvents.

Behind the Curtain: AUSA

Posted on by

AUSAFor this behind the curtain peek at event organizers we're learning more about the Association of the United States Army and two of their more popular events. LTG(R) Roger Thompson, vice president, membership and meetings at AUSA, took the time to talk to us about the planning behind the group's Global Force Symposium and LANPAC.[Tweet "Behind the curtain peek at AUSA and their events. #GovEventsBlog"]

The Global Force Symposium runs March 15-17 in Huntsville, AL, just outside Redstone Arsenal. The featured command at the symposium will be the U.S. Army Materiel Command (AMC), the Army's premier provider of materiel readiness - technology, acquisition support, materiel development, logistics power projection, and sustainment.  If a soldier shoots it, drives it, flies it, wears it, eats it or communicates with it, AMC provides it.  LANPAC takes place May 24-26 in Honolulu, HI.  This annual event brings together military and industry to highlight the role of land forces in the Indo-Asia-Pacific theater and their contributions to the Joint Force in peace and war.

We talked with LTG Thompson about how trends in the event industry and the government market in general are shaping the way they produce events.[Tweet "We talked with LTG Thompson @AUSAorg about trends and the events they produce."] Continue reading →

Making Your IDP Count

Posted on by

IDPs - Individual Development Plans - are designed to help employees define a path forward in their federal career and develop a plan to get there. While for many this feels like a burdensome administrative process, it is a critical exercise that holds employee and manager accountable for job success and satisfaction.

One key element of the IDP is creating an action plan. In addition to setting short (one to three years) and long-term (five to 10 years) goals, employees must also outline the steps needed to achieve those goals. This includes listing job-specific activities, training, and further education. Deadlines are assigned to the goals as well as the tasks associated with them.[Tweet "One key element of the IDP is creating an action plan. #GovEventsBlog"]

Knowing what events and training options are available to support short and long-term goals is a critical part of making an IDP actionable. Having a definitive and substantiated list of needed training and events in an IDP can make the path to attendance and expense approval much smoother. But how do you know which events will really help you meet those goals and where do you find them?[Tweet "Knowing what events/training options are available is critical part of IDP. #GovEventsBlog"] Continue reading →

Playing Games

Posted on by

While the topics discussed at government events can be incredibly serious -- national security, cyber threats, defense -- that does not mean events have to be solemn. We've talked here before about bringing some fun to federal events without undermining the critical nature of the content.

Whether we realize it or not, Gamification has made its way into our professional lives. From "medals" awarded during mandatory online training to challenge.gov-type procurements to department contests for holiday cube decorating or charitable collections, we've inserted gameplay seamlessly into our work lives and it can also be done at our events. This game motivation goes back to our school days when teachers would post stars next to classmates' names for good behavior or excellent grades.

Continue reading →

Making Event Things Internet Things

Posted on by

The annual Consumer Electronics Show (CES) wrapped up in Vegas earlier this month, and there is a buzz around the latest connected devices that will make our lives easier, more connected, and of course, fun. The Internet of Things is a topic covered in many events, but it also has a huge impact on events themselves.[Tweet "The #IoT is a topic covered in many events, but also has an impact on events themselves. #GovEventsBlog"]

The Internet of Things (IoT) can be defined simply as everyday objects connected to a network. This means everything from the Fitbit on your wrist, to the thermostat in your home, to a sensor in a ceiling tile that connects to an app on your phone and welcomes you by name. This talk at a BizBash event highlights some lavish ways event producers and marketers can use the IoT to enhance the attendee experience including networked drinking cups that link you with colleagues on social media when you tap them in a "cheers." There are also social coolers that open up to reveal sodas or other drinks when you walk by with an app open. While some of these ideas may be impractical for the government event market, there are some basic IoT principles that can be applied to keep pace with the consumer-facing event market.[Tweet "Some IoT ideas may be impractical for government events, but a few do apply. #GovEventsBlog"] Continue reading →