Keynote Session

Allen Blue will describe how his firm is changing the game for exhibition and convention executives by helping them reach nearly 40 million professionals in 150 industries worldwide. He will also present LinkedIn's new events platform and explain how it brings "word-of-mouth" to the marketing of events.

Allen Blue - Co-Founder and VP - Product Strategy, LinkedIn Allen is one of the co-founders of LinkedIn, where he manages the Content and Communities division, covering LinkedIn's Groups, Events, Answers, Communication and Network Updates products. He was formerly Director of Product Design at SocialNet.com, a social networking service supporting dating, recreational and professional activities, where he was responsible for product design and implementation of SocialNet's member-data focused business model. Previously, Allen has worked as a contract product and web designer for a variety of clients including PayPal and Microsoft's Virtual Worlds project. He also lectured in Drama for three years at Stanford, where he graduated with honors with a B.A. in Drama and a B.A. in English, and was winner of the Golden Medel for creative excellence.

Peer-to-Peer Executive Learning

Wayne Jacobs and Sam Lippman facilitate a problem solving session on a single issue selected in advance by the audience and directed on-site by the audience, in real time, through live polling. Click here for on-site polling results..

Wayne H. Jacobs - CEO & Director of Research, Jacobs Jenner & Kent Wayne leads an international marketing and marketing research company in the exhibition industry. He is a much-published author of research and international marketing studies with more than 25 years of experience in the design, data collection, analysis and presentation of qualitative and quantitative market research. He has conducted "state-of-the-industry" studies for clients such as Exhibition and Convention Executives Forum (ECEF) and the Consumer Electronics, Business Products, Manufacturing Technology, and Residential/Commercial Building Industries. Wayne is the author of the internationally-recognized annual "State of the Trade Show Industry Report - AttendTrend®." He also moderates approximately 200 focus groups per year and teaches classes on the use and practice of qualitative research. He is a market research advisor to the American Red Cross, and a member of the American Marketing Association, International Association of Exhibition and Events, and Marketing Research Association.

Sam Lippman - President and Founder, Integrated Show Management & Marketing Sam provides executive level consulting in strategic planning, marketing and management to the convention and exhibition industry. He is also a skilled facilitator for customer advisory groups and boards of director. Before launching his company, he was Vice President of the Graphic Arts Show Company (GASC), producing megashows such as PRINT and GRAPH EXPO, as well as regional shows. Before GASC, he was Group Vice President of the Consumer Electronics Shows, managing CES winter and summer, and creating new shows such as High End Audio and CES Mexico. His first show management job was with the National Computer Conference from 1980 to 1984. He started his career with United Exposition Service Company (now GES), producing shows in Chicago, Detroit and New York City. Sam was presented an IAEE merit award for his contributions to education for the convention and exhibition industry. He is an international speaker, author and teacher, and is often quoted by the media. He earned his facilitator certificate from the A.C.Nielsen Burke Institute and is an adjunct lecturer on marketing and producing exhibitions at George Washington University. He is a graduate of the University of California at Santa Barbara.

Getting International Delegates to the U.S.

Many organizations rely on the revenue they receive from international attendees and exhibitors as well as the worldwide coverage provided by international editors. With strict visa laws in place, travel to the United States remains unnecessarily challenging and many executives in the exhibition and convention industry are looking to the government to make the visa process less of a hassle for international visitors.

At ECEF, Helen Marano, Director of the Office of Travel and Tourism Industries, will present the latest information on how the U.S. Department of Commerce is working to facilitate international travel to the United States so your international attendees and exhibitors continue to support your events.

This interactive discussion will highlight the latest trends among international business travelers and visitors for conventions and exhibitions to the United States and the various U.S. federal government initiatives aimed at providing a more welcoming environment at U.S. airports.

Our Exhibitors Speak

Margit Weisgal, President and CEO of Trade Show Exhibitors Association (TSEA), will lead a panel of marketing executives to explore how companies decide to exhibit at an exhibition -- or why not. Three experienced exhibitors, from a cross-section of industries, have agreed to tell the ECEF audience, frankly and thoughtfully, what they need from show management to justify their companies' continued investment in trade shows.

Margit will ask Francesca Lendrum, Director of Marketing Services at NAVTEQ; Steve Seibert, President of Three Rivers Optical; and Beck Wentz, Director for Customer Events at AmerisourceBergen, to answer the following questions:
1. How do you like to be sold on a show?
2. How do you research and decide on adding a new show to your schedule?
3. What makes you drop a show?

Margit B. Weisgal, CME - President and CEO, Trade Show Exhibitors Association Margit is finishing up her first year as President/CEO of TSEA after having been an active and long-standing member of the association. She has served several times on the Focus Award Task Force, the Exhibitor Advisory Committee, the CME Certification Committee and the Education Committee. She was awarded the Certified Master of Exhibits (CME) designation in 1993 and is the recipient of TSEA's 2007 Distinguished Service Award, awarded individuals or organizations that have made significant contributions to the exhibition and event marketing industry. It was a natural move for her to take the helm of an association that she knows so well from a number of vantage points. Prior to taking on this position, she was both an exhibitor in and a producer of trade shows. She then became a consultant to corporations and show producers to improve client-specific goals and results. Her understanding of the corporate client gives her the expertise to provide an easy way of guiding and adjusting exhibitors in their marketing efforts at trade shows. Margit has written extensively on exhibit marketing and is quoted in mainstream media such as Business Week. Her book, Show and Sell: 133 Business Building Ways to Promote Your Trade Show is available in paperback at amazon.com.

Francesca A. Lendrum - Director - Marketing Services, NAVTEQ North America LLC Francesca has been responsible for developing and implementing NAVTEQ's tradeshow and event marketing program for the past ten years. NAVTEQ is a leading provider of comprehensive digital map information for automotive navigation systems, and location-based services for government and business solutions around the world. As Director of Marketing Services, Francesca leads the program that promotes the company's products, services and brand. Before joining NAVTEQ, Francesca's industry experience includes managing programs on both the client and supplier side for corporations such as C. Itoh Electronics, Exponents, and while at Nth Degree for Lotus Development, Cisco Systems and Mobile Oil, among others. She has been a continuous supporter of industry associations inclusing TSEA (a chapter chair), Exhibit Advisory Council for McCormick Place and CEMA (Corporate Event Managers Association). Francesca supports many Chicago-area charities, including the annual 5/10K race for Share Your Soles, an organization providing gently worn shoes to needy children and families in over 30 countries. She has a Bachelor of Science degree in Communications from Ohio University.

Steve Seibert - President, Three Rivers Optical Three Rivers Optical (TRO) is a privately-owned company in Pittsburg, PA, with revenues of more than $17 million. It manufactured optical lenses and ophthalmic products including frame bases and glass, plastic, polycarbonate and hi-index lenses. TRO has accounts from Maine to California and has been selected as the Transitions Lab of the Year. Steve started there when he was twelve and now, after 30 years, he and his two siblings run the company his parents started and relinquished when they retired in 2003. Until he took over sales and marketing along with the presidency in 2003, TRO had never participated in trade shows. Today, TRO's show participation has strongly contributed to its growth and success. Steve believes in controlled growth, only opening new territories and hiring new salespeople when there is ample business to support them. Trade shows, as one of his marketing strategies, will be a large part of achieving this growth.

Beck Wentz - Director of Customer Events, AmerisourceBergen Beck is responsible for his company's results in trade show and event activities across three business segments. Both as an exhibitor and event manager, he oversees strategic, operational and financial facets of 115 events annually. They include five proprietary events. By defining and measuring ROI and ROO, he is able to optimize investments across the event portfolio. Prior to his current position, Beck served as Account Executive for Innovative Display & Design, and exhibit house with clients from diversified industries exhibiting worldwide. AmerisourceBergen, his top client, hired him in 2006. His formative years in the event industry were spent in project management and account management at Robbins Tesar, Inc., also an exclusive exhibit house. Beck has a BA in Mass Communications and an MBA from Quinnipiac University. He serves on the BPA Worldwide Event Advisory Baord and on the Quinnipiac University School of Communications Advisory Board.

Attendee Acquisition During a Recession

Lori Anderson, President/CEO of the International Sign Association, reveals the improvements to her show's attendee marketing to counter the recession.

Lori Anderson - President and CEO, International Sign Association Lori Anderson is the president & CEO of the International Sign Association (ISA), which represents and serves the on-premise sign industry. ISA's programs include educational conferences, government relations, technical research and the International Sign Exposition and Conference, which attracts some 20,000 sign professionals annually. She has been with ISA since 2004. Prior to joining ISA, Lori was with the Society of the Plastics Industry, Inc. from 1990 to 2004. She also has been a legislative aide in the House of Representatives and a public school educator in North Dakota and Maryland. Ms. Anderson has a Bachelor of Science degree in education from the University of Maryland and a Masters Degree in Public Policy from the University of Maryland, School of Public Affairs. She serves on a number of boards, including serving as vice chairman of the National Association of Manufacturers Council of Manufacturing Associations.

Peer-to-Peer Executive Learning

Jacobs and Lippman facilitate a problem-solving session on another issue selected and directed by the audience. Click here for on-site polling results.

Wayne H. Jacobs - CEO & Director of Research, Jacobs Jenner & Kent Wayne leads an international marketing and marketing research company in the exhibition industry. He is a much-published author of research and international marketing studies with more than 25 years of experience in the design, data collection, analysis and presentation of qualitative and quantitative market research. He has conducted "state-of-the-industry" studies for clients such as Exhibition and Convention Executives Forum (ECEF) and the Consumer Electronics, Business Products, Manufacturing Technology, and Residential/Commercial Building Industries. Wayne is the author of the internationally-recognized annual "State of the Trade Show Industry Report - AttendTrend®." He also moderates approximately 200 focus groups per year and teaches classes on the use and practice of qualitative research. He is a market research advisor to the American Red Cross, and a member of the American Marketing Association, International Association of Exhibition and Events, and Marketing Research Association.

Sam Lippman - President and Founder, Integrated Show Management & Marketing Sam provides executive level consulting in strategic planning, marketing and management to the convention and exhibition industry. He is also a skilled facilitator for customer advisory groups and boards of director. Before launching his company, he was Vice President of the Graphic Arts Show Company (GASC), producing megashows such as PRINT and GRAPH EXPO, as well as regional shows. Before GASC, he was Group Vice President of the Consumer Electronics Shows, managing CES winter and summer, and creating new shows such as High End Audio and CES Mexico. His first show management job was with the National Computer Conference from 1980 to 1984. He started his career with United Exposition Service Company (now GES), producing shows in Chicago, Detroit and New York City. Sam was presented an IAEE merit award for his contributions to education for the convention and exhibition industry. He is an international speaker, author and teacher, and is often quoted by the media. He earned his facilitator certificate from the A.C.Nielsen Burke Institute and is an adjunct lecturer on marketing and producing exhibitions at George Washington University. He is a graduate of the University of California at Santa Barbara.

Travel in Troubled Times

In recent months, the travel industry has confronted continuous challenges, including a stalled economy, overheated political rhetoric discouraging corporate meetings and events, and most recently, the swine flu outbreak. These challenges have combined to create troubled times for the travel industry and the travelers it serves. Geoff Freeman, Senior Vice President of Public Affairs, will outline the cutting-edge strategies employed by the U.S. Travel Association to address each of these challenges and more favorable positions for the industry to weather future storms.

Geoff Freeman - Senior Vice President, U.S. Travel Association Mr. Freeman is the senior vice president of public affairs for the U.S. Travel Association, the nation's leading voice for increasing travel to and within the United States. Mr. Freeman leads all advocacy activities for the organization, including lobbying, strategic communications and grassroots mobilization. Prior to the U.S. Travel Association, Mr. Freeman was executive director of the Discover America Partnership, a coalition of some of America's foremost business dedicated to striking the right balance between homeland security and travel facilitation. Launched in September 2006, the campaign pushed meaningful visa and entry reforms through the United States Congress and drove more than 1,000 news stories about the importance of welcoming international visitors. In its brief existence, the Partnership raised nearly five million dollars and motivated the travel community to play a more active role in Washington policymaking. Mr. Freeman is a graduate of the University of California, Berkeley. He resides in Arlington, Virginia with his wife and two children.

Exporting Shows to China

Hal Josephson, a foremost expert on the business climate in China, will share his perspective on producing B2B events for Chinese audiences. Because of his frequent and extensive travels there, he can use personal examples to illustrate the fine points of successful communication and negotiation. He will cover operational practices, ways to maximize resources, and finding valuable resources in China who can help you grow your business.

Hal will share the steps to produce a successful exhibition or convention, such as:

The potential convention/exhibition opportunities

The potential convention/exhibition opportunities

How to effectively get started in the convention/exhibition market

The top challenges in the Chinese market and how to successfully address them

How to build and deploy a business team in China

Hal is the president of MediaSense, a firm specializing in international business development. He's the former executive producer of INVISION Festival, the largest North America event for creators of digital content.

Hal Josephson - President and CEO, MediaSense, Inc. Hal heads this San Francisco firm specializing in international business development, program design and project management services for high-tech industries. He works extensively with China Access 2010, a private sector economic development consultancy that specializes in building alliances, partnerships and joint ventures to do business in China. Other clients have included: Apple, IDG, Motorola, CES, Australian Multimedia Enterprise, Ontario Media Development, Internet Wire, Reed Midem, InfoTech Canada, Australasian Access, and Hong Kong Cyberport. Hal's China conferences include the annual Digital Entertainment Leadership Forum (DELF) and Cyberport Venture Capital Forum. Before founding MediaSense, Hal was Executive Producer for INVISION, the largest North American event for creators of digital content. Prior to this, he was Vice President of Infotainment World, producer of the highly successful video game conference, Electronic Entertainment Expo (E3). During the nineties, Hal directed Worldwide Business Development for The 3DO Company in Silicon Valley and was responsible for the company's global event development, exhibition and marketing.

Increasing Your Customers' ROI by 50%

Mike Cooke will present an alternative method to improve exhibitors' ROI from exhibitions. He will explain how he is challenging dmg world media's management team to experiment with new ways to improve exhibitors' ROI and will report on their progress to date.

The dmg sales team has changed the way they sell the value of their shows. Taking a page from how retailers maximize their return from their customers, dmg now uses three metrics to help their exhibitors increase their ROI from exhibitors.

Mike Cooke - Chief Executive Officer, dmg world media Mike became involved in the publishing and exhibition industry more than 35 years ago when he helped launch Trinity Publishing, which together with Angex (Associated Newspaper Group Exhibitions), formed the nucleus of what is known today as dmg world media, one of the largest producers of trade and consumer exhibitions in the world. In 1997, he was appointed CEO of dmg world media and has been responsible for leading the growth of the company from a UK-based publishing and exhibition company to the worldwide business it is today. In that time, dmg world media has acquired more than 60 companies, extended its reach to more than 40 countries, and grown its revenue from US $70 million to more than US $400 million. Mike is the current Chair of the Exhibition Industry Foundation (EIF). He also sits on the Board of the Society of Independent Show Organizers (SISO) and the International Association of Exhibition Events (IAEE) in the US. He was equally active in the UK as a Council Member of the Association of Exhibition Organisers (AEO). In 2002, he and his family relocated to the United States. In his free time, his latest passion is backcountry ski touring, so one might find him on the remote slopes of Europe and Alaska.

ECEF 2009 Summary

Jacobs and Lippman summarize the ECEF 2009 program.

Wayne H. Jacobs - CEO & Director of Research, Jacobs Jenner & Kent Wayne leads an international marketing and marketing research company in the exhibition industry. He is a much-published author of research and international marketing studies with more than 25 years of experience in the design, data collection, analysis and presentation of qualitative and quantitative market research. He has conducted "state-of-the-industry" studies for clients such as Exhibition and Convention Executives Forum (ECEF) and the Consumer Electronics, Business Products, Manufacturing Technology, and Residential/Commercial Building Industries. Wayne is the author of the internationally-recognized annual "State of the Trade Show Industry Report - AttendTrend®." He also moderates approximately 200 focus groups per year and teaches classes on the use and practice of qualitative research. He is a market research advisor to the American Red Cross, and a member of the American Marketing Association, International Association of Exhibition and Events, and Marketing Research Association.

Sam Lippman - President and Founder, Integrated Show Management & Marketing Sam provides executive level consulting in strategic planning, marketing and management to the convention and exhibition industry. He is also a skilled facilitator for customer advisory groups and boards of director. Before launching his company, he was Vice President of the Graphic Arts Show Company (GASC), producing megashows such as PRINT and GRAPH EXPO, as well as regional shows. Before GASC, he was Group Vice President of the Consumer Electronics Shows, managing CES winter and summer, and creating new shows such as High End Audio and CES Mexico. His first show management job was with the National Computer Conference from 1980 to 1984. He started his career with United Exposition Service Company (now GES), producing shows in Chicago, Detroit and New York City. Sam was presented an IAEE merit award for his contributions to education for the convention and exhibition industry. He is an international speaker, author and teacher, and is often quoted by the media. He earned his facilitator certificate from the A.C.Nielsen Burke Institute and is an adjunct lecturer on marketing and producing exhibitions at George Washington University. He is a graduate of the University of California at Santa Barbara.

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