In The News
GovMark Council Announces Second Annual Guide to Government IT Tradeshow ROI
Names Top DoD and Civilian Shows;
Identifies Best Practices for Realizing Tradeshow ROI
Alexandria, Va., April 10, 2007 - The GovMark Council, a not-for-profit forum that facilitates education and networking for senior-level marketing executives who serve the government Information Technology and Telecommunications (IT&T) market, today announces the availability of the "2007 GovMark Guide to Government IT Tradeshow ROI." The second annual report ranks Civilian and Department of Defense (DoD) tradeshows based on a survey of senior-level government IT marketing executives. In addition to show rankings, the report discusses strategies to increase show Return on Investment (ROI). The report is available for download at www.govmarkcouncil.org, $50 for GovMark Council members, and $100 for non-members.
A Changing Landscape
The 2007 report gives voice to corporate questions about tradeshow/conference ROI. Based on responses, government IT marketing executives indicate that the large general shows are suffering from a decline in qualified government attendance and industry sponsorship. At the same time, government IT marketing professionals' perceptions of ROI from these shows is also headed south. Conversely, respondents note strong support for smaller, more specialized events that deliver access to key decision makers.
"The study reveals that today's tradeshow environment is changing," says Becky Nolan, executive vice president, Armed Forces Communications and Electronics Association (AFCEA). "AFCEA sees that DoD marketers are more selective with their dollars, especially when it comes to the big tradeshows. Marketers want those high-touch, peer-to-peer communication opportunities that deliver a strong return on investment. We will continue to respond to this demand and are proud of AFCEA shows' ranking in GovMark's survey."
"Never forget that the show business is 'show business'," says Stephen W.T. O'Keeffe, executive director, GovMark Council. "The first thing you have to do is to attract and entertain the target audience. Too many companies focus on internal audiences and miss the customer. The five P's still apply - prior planning prevents poor performance - and follow up is critical."
"We are proud that 13 of 1105 Government Information Group's events are ranked within GovMark Council's top 23 civilian shows in the marketplace," said Anne Armstrong, president and group publisher, 1105 Government Information Group. "We know that events play a vital role in integrated marketing plans for government IT vendors. We work hard to offer the right balance of tradeshows, conferences, executive events, solutions seminars, and custom events that generate leads, drive sales, and deliver results."
Advice for Show Organizers: Marketing Execs Share Their "Wish List"
Government IT marketing executives shared their "wish list" for future shows. In addition to a desire for targeted, qualified attendees and show consolidation, marketers seek:
- Enhanced Programs and Educational Opportunities:
- Leverage relevant, unique, and high-quality educational content to draw qualified decision-makers
- Create opportunities for peer-to-peer interaction/sharing of best practices
- Incorporate more government decision makers into program
- Improved Services/Packaged Sponsorships:
- Provide attendee contact information
- Offer coordinated pre- and post-show attendee outreach opportunities
- Offer speaking opportunities
- Networking
- Offer sponsors opportunities to connect with decision makers in smaller, more intimate groups and one-on-one forums
- Provide attendees with peer networking opportunities - invitation-only CIO forums, round-tables on key issues, etc.
The GovMark Council recommends that vendors employ the following tactics to maximize tradeshow investments:
- Select fewer, more targeted shows
- Establish clear goals
- Negotiate integrated marketing sponsorship elements
- Enable peer-to-peer discussion between customers and prospects
- Pre-event networking: Schedule show appointments in advance
- Create a compelling call to action - establish a clear path to post-show interaction
- Create a specific follow-up plan and assign responsibility for leads
The GovMark Guide to Government IT Tradeshow ROI ranks the top shows in the Civilian and DoD government IT markets, identifies show trends, and shares tradeshow marketing best practices. The report is available for download ($50 GovMark Council members, $100 non-members) at www.govmarkcouncil.org.
About GovMark Council
The GovMark Council is a not-for-profit forum that facilitates education and networking for senior-level marketing executives who serve the government Information Technology and Telecommunications (IT&T) market. The GovMark Council provides members with quarterly educational programs, proprietary research reports, and opportunities to interact with other senior-level industry IT&T marketing professionals. Visit the GovMark Council at www.govmarkcouncil.org.