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Despite Lower Attendance, NCDM Is Still a Great Venue

I enjoyed reading Melissa Campanelli’s coverage of NCDM and the varying opinions of the exhibitors. I am eagerly awaiting the final numbers from the show. Here’s our quick take on NCDM:

The show’s floor traffic was lower than usual. However, Unica received just as many qualified inquiries as we had at past shows. Unica’s booth was visited by representatives from more companies than at the December NCDM. Shows always offer a few key benefits:

• Introduction to companies that are in the market, now, for products and services that you offer.

• Exposure to companies that are interested in learning more about the types of products and services you offer but have not built their business case or determined yet whether it is appropriate for their business.

• Branding. Introducing your company to people in your industry who are not yet prospects (and may never be).

With the slowdown in the economy, we have heard from many of our customers that travel budgets are much tighter and trade show attendance is scrutinized. I firmly believe that fewer companies attended and that others reduced the number of people they allowed to attend NCDM summer. This has been a consistent trend with other shows.

We don’t see any slowdown in interest for marketing automation and analytic solutions (contrary to the comments from Xchange). In fact, the number of companies seriously evaluating solutions is up significantly. I don’t believe that the lower turnout at trade shows is indicative of a slowdown in interest for marketing automation, campaign management or customer analytic solutions.

We will be exhibiting at NCDM winter in New Orleans. While the opportunities to introduce ourselves to those who are in the early stages of looking for a solution like our Affinium Suite and the branding opportunity are somewhat less because of lower attendance, we still find the show to be a great venue for us.

Carol Meyers, Vice president of marketing, Unica Corp., Lincoln, MA,

[email protected]

NCDM sponsor Intertec Exhibitions put the attendance, which is not audited by a third party, at 1,643: 644 exhibitors and 999 others, which includes full-conference attendees, exhibit hall-only attendees, speakers and members of the press.

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