LCGC The Peak - June 2008 - (Page 13)

JUNE 2008 THE PEAK 13 tant or extremely important in marketing to prospects. “There is nothing better than face-toface interaction and trade shows provide a unique opportunity to meet many current and potential customers in one location. You’ll also find that shoppers like to touch and feel a product before purchasing, especially products that require long sales cycles. Sure they will research on the web, but they will also go to shows to see the product,” said Jon Lese, Global Events Manager for PerkinElmer, Inc. (Waltham, Massachusetts), a long-time Pittcon exhibitor. John Grosshandler, founder and event director of eComXpo — the largest virtual tradeshow ever held with over 150 exhibitors, 8000 attendees, and 40 presenters — feels there is a place for both virtual and physical events. He said in a recent Tradeshow Week Magazine article (4), “I remain a big proponent of physical events and realize that virtual events are no substitute. A virtual event can’t replace the handshake, the looking someone in the eye and the buying of drinks at the bar that make physical events such deep and valuable interactions. However, a virtual event is an ideal way to extend a physical event to prospective exhibitors or attendees who don’t invest the time or money to make it to the physical event.” Keeping It Personal on the internet and the one factor that delivers so much value to conferees at meetings like Pittcon. While virtual tradeshows surely have many advantages, they are more likely to complement rather than replace venues where personal interaction is the key to the overall experience. References (1) Zosimus, LCGC Europe The Column (April 2007). (2) Center for Exhibitor Industry Research, Use and Value of Face-to-Face, (2003) (3) J. Meiners, www.marketingpilgrim.com (November 16, 2007) (4) R. Wimber, Tradeshow Week (November 10, 2007) With all due respect to columnist Zosimus, it seems that the human element is something that can’t be captured http://www.marketingpilgrim.com

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LCGC The Peak - June 2008 The Value of Human Interaction Keeps Pittcon "Live" and Well Screening and Optimizing High-Speed, High Resoultion HPLC Methods in the "Lean Laboratory" The 56th Annual ASMS Conference: A Review Industry News Events Education

LCGC The Peak - June 2008

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