Invigorating Live Marketing:
New Approaches to Connecting with Communities

Pre-Conference Workshop
November 7, 2005
1:00 - 5:00 p.m.
The Charles Hotel, Cambridge, MA

Marketing on the Verge: ITSMA's 2005 Annual Conference

Workshop Overview

Connecting with customers and prospects at face-to-face events remains the most effective way to build relationships, create excitement about your brand, and generate demand for your services and solutions.

But this is easier said than done. Invigorating live marketing requires an intricate blend of customer insight, integrated marketing strategy, and inventive execution. Add to this the differences between hosting proprietary user conferences and preparing for industry events, along with the challenges of "demonstrating" the value of technology services and solutions, and it becomes clear why some services companies aren't always able to leverage events to their full potential.

ITSMA has teamed up with MediaLive International, a premier live marketing company that produces many of the technology industry's most important exhibitions and educational events, to explore best practices and new approaches in using live marketing for technology services and solutions.

This workshop will delve into the strategies, models, and tools that top technology companies are using to maximize return on live marketing investments. Using case study examples, group exercises, and discussion, this highly interactive workshop will address:

• Where and how to fit live marketing into your overall marketing strategy
• How to get the most value from different event types including trade shows, user groups, conferences, and seminars
• How to leverage new tools and techniques to improve the event experience and connect live marketing to your bottom line
• What you need to do throughout the entire event life cycle, including program development, pre- and post-event interaction, and marketing-sales alignment

The workshop will also feature a blueprinting exercise that maps out the event experience so that it reinforces your brand’s unique value, creating loyalty and advocacy for your company and its offerings.

Workshop speakers include:

Julie McCan, Director, Services Marketing, Avaya
Julie will share how Avaya devised and executed a launch strategy for Avaya Remote Managed Services for IP Telephony at VoiceCon 2005. The software-based service was voted the single winner of the Best In VoiceCon® Award by attendees. In addition, Julie will discuss how Avaya "demonstrated" the service at the show.

Kathleen Sulgit, Senior Manager, Event Marketing, Cisco Systems
Kathleen will outline how Cisco integrates services and products into its trade show strategy, including the work they do with individual product and services groups to pull everything together and measure the results.

Tom Karren, General Manager & Vice President, Technology, Wingate Studios
Tom will address how to use the latest event marketing technology to strengthen relationships with partners and customers. Among other examples, he will discuss how Hewlett-Packard has leveraged technology at their own events to set up targeted, pre-matched meetings with customers.

This workshop will be especially useful for anyone responsible for developing marketing plans and programs incorporating live events and/or increasing the impact of live events.

Workshop Leaders	[TOP OF PAGE]

Beverley Burgess
Former Vice President and Managing Director, ITSMA Europe
info@itsma.com

Bev leads all of ITSMA’s membership, research, consulting, training, and event services in Europe, supporting both European companies and the European marketing organizations of other global IT and consulting firms.

Leslie Brand
Vice President, Client Services, MediaLive International

Leslie Brand is vice president client services of MediaLive International. She is responsible for helping technology marketers leverage the power of face to face through innovative targeted programs. Ms. Brand has nearly 20 years of experience in sales promotion, marketing communications, product marketing, direct marketing, and marketing strategy. She spent 6 years leading marketing and sales programs for three divisions of Ziff-Davis, including leading the launch of ZD Internet magazine. She has also served as director of product management for CriticalArc Technologies – a supply chain software provider for the food service industry.

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	November 7, 2005
Member price:	$595
Non-member price:	$795
Event Location:	The Charles Hotel One Bennett Street Cambridge, MA 02138
	Phone: +1-617-864-1200    Toll free: 800-882-1818 Fax: +1-617-864-5715 URL: www.charleshotel.com
Accommodations:	Hotel accommodations are the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at The Charles Hotel. We encourage making arrangements as soon as possible to ensure room availability.
Room Rates:	Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA's Annual Conference to receive the special rate of $249 per night (Single/Double), available until October 21, 2005. For other area hotels, please contact the concierge at The Charles Hotel.
Hotel Information:	Known as Boston's most original luxury hotel, The Charles Hotel is Simple, Stylish, and Smart. Located in Harvard Square, Cambridge, the heart of the nation's intellectual and cultural center, The Charles offers unobtrusive service, award-winning restaurants and contemporary décor in a historic yet energetic setting. Blending tradition, education, and international diversity, Harvard Square's dynamic offerings are just outside the hotel's front door. World-class performances at The American Repertory Theatre, Harvard's prestigious collection of museums, the best in ethnic dining and erudite cafes, and unique shops all contribute to the area's legendary appeal.

Cancellation and Refund Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, 420 Bedford Street, Suite 110, Lexington, MA 02420 or via email to cjefferson@itsma.com.

You may cancel your enrollment up to 30 days before the start of the event and receive a full refund or apply the full fee toward a future event. Cancellations received less than 30 days before the event are subject to a $250 administrative charge. Cancellations received less than 15 days are subject to a cancellation fee equal to 25% of the event fee or $250, whichever is greater. Cancellation fees above the administrative charge can be applied toward a future event. Nonattendance without written cancellation prior to the event will incur the full event fee. Substitutions approved by ITSMA are permitted up to the start of the event.

Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.

About MediaLive International, Inc.
MediaLive International connects companies to the markets they serve through media properties, software tools and marketing solutions that educate buying communities, deepen relationships between buyers and sellers, and fuel market growth. MediaLive International's media brands encompass the IT industry's largest and most well-respected exhibitions, including Interop(R), VoiceCon(R), Next Generation Networks(R), the Web 2.0(R) Conference, Seybold Seminars(R), COMDEX(R), the Collaboration Technologies Conference, Mobile Business Expo, GTEC(SM) and respected publications including Business Communications Review(R) and The Seybold Reports(R). The Wingate Studios division delivers the industry's leading end-to-end event management software platform WingateWeb and professional services—including strategic planning, technical integration, analytics and event programming—that help companies produce their own live marketing programs.

MediaLive International is a privately held company headquartered in San Francisco, with offices throughout the world. For more information about MediaLive International, visit www.medialiveinternational.com

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.