ICI-20 Workshop: Trade Show and Event Intelligence

Workshop Focus

This Trade Show and Event Intelligence workshop by the ICI will provide you with the necessary professional skills and techniques for collecting competitor information and generating event intelligence in order to deliver competitive advantage for your business.

• How to identify which events you should attend and what to expect when you are there. Determination of intelligence specifics such as exhibitor lists, visitor numbers, and conference programs.
• Elicitation techniques and audiovisual observation at events: An introduction to the art of interviewing and observation for critical intelligence gathering.
• Planning and managing the collection of data at events: Key issues, team briefs, de-briefs, and logistics.
• Counterintelligence: How to protect your company’s teams when they visit/exhibit at events.
• Information warfare at events: Rumors, campaigns, and reactions.
• Ethical and legal issues surrounding event intelligence.

Benefits and skills you'll take away

• Greater competence and confidence in using various elicitation techniques.
• A competitive edge for your business through the valuable exploitation of event intelligence.
• Comprehensive knowledge of trade show and event intelligence management gained from a leading provider of competitive intelligence training.
• The opportunity to exchange experience with competitive intelligence experts and peers from a range of industries, and share experience and knowledge of trade show and event intelligence.
• Effective elicitation techniques in order to safely and ethically collect information from your competitors.
• Analytics enabling you to accurately report on the business and market activities of your competitors, based on information collected at road shows and events.
• Ability to plan and execute projects based on event intelligence for your business.
• Knowledge of how to turn event intelligence into valuable competitive insights.