Conference and Trade Show Intelligence covers the concept and practice of information acquisition in conferences, seminars, symposia, and trade show settings, and analysis of information. It is the second volume in the Topics in CI series.
Trade shows, conferences, conventions, and other events are excellent places to learn about your competitive environment: market trends, new technologies, market opportunities, competitor plans and products, and much more. Collectively they provide opportunities to gather the most competitive information in the shortest time for the least amount of money. But too few organizations leverage this information resource in a systematic, focused way.
At the same time, these events consume a large portion of a company's marketing budgets. Virtually every company creates a presence at the key events in their industry, whether it's through manning exhibit booths, giving presentations, or sending managers and subject specialists as attendees. Conferences and trades shows are significant expenditures for most companies, and while senior management recognizes the need to have their company employees at these events, they are often disappointed with their return on these investments. But, as this book demonstrates, this need not be the case. Conferences, trade shows, and other such events can provide your organization with enormous intelligence benefits.
Written for both the competitive intelligence practitioner and those who work in the trade show environment, this book helps you develop the knowledge necessary to fully leverage the information gathering potential of these events and support your decision-makers' intelligence needs. Effective use of your â€˜people presence' at these events can provide insight into current and future markets, competitors, technologies, and customers.
Individual chapters, each written by recognized subject specialists, demonstrate the key elements of effective conference and trade show intelligence programs, and how to successfully implement them in a consistently ethical manner. These lessons can be applied to conferences, conventions, trade shows, workshops, even parties --- any place where people and information come together.
Organized into six sections, this publication first provides a general introduction to conference and trade show intelligence. It then presents information in the three linear components of the collection process: pre-event preparation, at the event activities, and after the event implementation. To be effective, each of these elements must be carefully planned and organized.
Table of Contents
What is Competitive Intelligence and How Does This Relate to Conferences and Trade Shows? Jonathan Calof
Trade Show Intelligence: Making the Most of It. Vernon Prior
Engineering Engineers: How to Develop a Trade Show Intelligence Process. J. P Ratajczak
Preparing the CEO for a Conference or Trade Show. William West
What to Do Before the Show. Brian Soth
At the Show
Mining Conference Materials - Ways to Strike Gold with Secondary Sources. Alison Bourey
On Site Tools and Techniques for Primary Information Gathering. Anne Barron
Elicitation - A Critical Part of Your Trade Show Tool Kit. John Nolan
The Human Element of Intelligence Gathering at Trade Shows and Conventions. Krista Davies
How to Execute a Trade Show Intelligence Plan. Arjan Singh, Jodie Peake, and Leonard Fuld
After the Show
Multi-Year Trade Show Attendance and Its Impact on Intelligence Gathering. Daniel Himelfarb
Communicating the Value of Trade Shows to Decision-Makers. Joseph Goldberg and Tim Barak
Build on Show Interactions - Leverage Your Contact Network. Eric Glitman
Going Solo: Sharpen Your Trade Show Collection Skills. Ellen Naylor
Solo CI Trade Show Collection. Kathrine Hayes
The Ethics of Trade Show Intelligence. Toni Wilson
Ethical Guidelines for Trade Shows. Richard Horowitz
Trade Show Counter-Intelligence. Geary Soska
Counter-Intelligence at Trade Shows. Jonathan Calof
Conference and Trade Show Intelligence for Government. Jonathan Calof
Key Intelligence Topics. Jan Herring
Competitive Technical Intelligence at Trade Shows and Professional Meetings. Jay Paap
Connecting the Dots: Drawing Actionable Conclusions from Conference and Trade Show Intelligence
Gathering. Kenneth Sawka
A Conference and Trade Show Intelligence Methodology. Peter McKenney
Trade Show Intelligence Case Study. Kirk Tyson