November 26, 2002 -- California Event Management (Cal Events) recently announced its new Exhibitor Marketing Consulting program, designed to help companies that exhibit in trade shows to improve their return on investment and to justify their participation.
"The trade show is the most powerful marketing tool ever invented, but it is just one of many tools in the marketer’s arsenal," says Chris Jacobson, co-owner of Cal Events, former owner and manager of Gutenberg Festival, and former manager of Gutenberg Festival for Graphic Arts Show Company. "When used properly and in conjunction with the other tools available, a trade show can deliver incredible, measurable results for any organization."
The Exhibitor Marketing Consulting program (EMC) was created after speaking with exhibitors at Gutenberg Festival this year. A consistent theme in their feedback was that exhibitors were looking for assistance in improving their return-on-investment and justifying their trade show participation. Along with salesman Ron Hopkins, a 20-year printing industry veteran, Chris took the new EMC program to Graph Expo.
"I thought it was going to be difficult to show the value (of the EMC program) in a brief face-to-face presentation, but I was pleasantly surprised at how receptive people were," said Ron. "We actually had six companies tell us on the spot, ‘Yes, we need this. Please call us after the show!’" Two of these companies have already committed to consulting services, and the other four are in the pipeline. Ron added, "Fourteen more companies told us they were seriously interested but just needed more time to discuss it."
Chris has been in the trade show business his entire life. His father, David Jacobson, created the first Gutenberg Festival back in 1973, so Chris literally grew up on the trade show floor, learning everything hands-on. In 1993 he took over operations of Gutenberg and acquired ownership in 1996. The Jacobson family ultimately sold the show to Graphic Arts Show Company in 1999.
This wide background and experience makes Chris uniquely qualified to advise exhibitors in printing and graphic arts trade shows. "Having been the show manager of Gutenberg, I know what the show producer needs to do to market the event to get the right prospects in front of exhibitors. I can help exhibiting companies to apply these techniques directly so they will not be as reliant upon show producers’ marketing efforts." He also emphasized the fact that Cal Events will bring in other experts as each unique situation dictates by stating, "With our new EMC program, you get our entire network of experts, dedicated to delivering the best possible results for our clients."
Chris remains actively involved in many printing industry groups, including the Los Angeles Craftsmen’s Club (now the Graphic Arts Club of Los Angeles), Cal Poly San Luis Obispo’s Graphic Communication Department Advisory Board, and City of Hope’s Graphics Industry Council, which raises money for research and treatment of cancer and other life-threatening illnesses.
Chris’ business partner, Bob Fonarow, is a seasoned business management consultant specializing in entrepreneurial and family-owned operations. Bob has over 30 years of experience in business management including a long and successful career as the owner of a San Francisco Bay Area mortgage brokerage firm.
For more information and a one-page outline of the Exhibitor Marketing Consulting program, please contact Ron Hopkins at (888) 676-EXPO [-3976], [email protected]
; or Mike Kilgore at (888) 660-EXPO [-3976], [email protected]