Justification for Sales Incentive Travel Programs

Sales incentive travel is being discussed in various social media groups. I had the chance to respond to a discussion this morning.

. . . yes, Hong Kong is a fabulous city to visit and a great incentive trip destination. It is one of my favorite places to visit. The China Club in the old Bank of China building is a great spot for business entertainment, albeit for smaller groups.

At Constellation we have had the opportunity to deliver in-depth analysis of the actual value and justification for investment in a number of sales incentive trips. We saved the BellSouth program from cancellation and even expanded it. Justification is more important than ever these days. The business value of these types of events can be proven. It requires a solid event plan and measurement strategy, but it really can be done. That also takes you off the hook for criticism of waste and frivolity by others, including the government if your received TARP money for example.

There is a case study on this on the Constellation website called "Canceled, End of Discussion" in the Solutions Center Tab of our website at:

http://www.linkedin.com/redirect?url=http%3A%2F%2Fconstellationcc%2Ecom&urlhash=Fjbn

or follow this link: http://www.linkedin.com/redirect?url=http%3A%2F%2Fconstellationcc%2Ecom%2Fcancelled%2Epdf&urlhash=IgQw

If you would like to discuss this important topic, post here or contact me through the website.

Ed

The True Relationship Between Sales and Marketing - Sales is Your Customer!

You have often heard me say the following in various event measurement and ROI seminars: "Sales (deparment) is the customer of Marketing."
"Sales are the only ones who can define a qualified lead."
"The sales team are the ultimate arbiters of success of a trade show or customer event."
Etc. etc.

Linda Musgrove, aka "The Trade Show Teacher" posted a great article in Exhibit City News (12/30/09) "Sales and Marketing Department Coorperation, Can't We All Just Get Along" that delves further into this important tenet. I think this is a good read in preparing for your 2010 trade show program.

http://tinyurl.com/yapcsz8

Now is the time to get that appointment with the sales team and jointly define the measure of success for your program this year.

Ed

Automated Approach to Effective, Measurable Events for Time Strapped Event Managers

Happy New Year to All!

I have hinted to many of you in the past year that 2010 would be the time when you can get easy and inexpensive automated tools for planning, execution and measurement for trade shows and other events. Over the past couple of years, we developed various automated, web-based, and inexpensive support tools to satisfy exhibitor and event managers' requirements. Now, these tools can be offered as a support suite, allowing you to pick what you need for each of your events:

• Planning Tool (Know what to include, who to ask and how to communicate to the broader team. Ensure you will deliver effective results and profit improvement.)
  
• Staff Training (Ensure your staff is up to the job of delivering results.)
• Staff and Stakeholder Feedback Survey (Collect and maintain your internal customer feedback for improving all subsequent events.)
• Event Related Press Tracking and Valuation (Press generated during and after an event can generate a lot of justification for your investment.)
• Event Selection and Comparison (Budgeting, forecasting of results and cost.)

These tools can put you in charge of delivering and reporting your results without adding significantly to your workload. Consulting support for completing some or all of these processes is available to help you further.

Imagine having all of the information you need in a database waiting at your beck and call for future planning or to show management what you have accompished.

If you would like to discuss how to add some structure to your events program, contact me at edjones@constellationcc.com or call 770-391-0015.

Wishing you the best for the new year,

Ed Jones