The first Event Measurement Conference (EMC) for trade show and event marketing professionals in the northeast will be held on Wednesday, Dec. 4 at the Sheraton at Woodbridge Place in Iselin, N.J.  

This full-day seminar for sales and marketing executives, trade show and event managers, and marketing communications managers will focus on how to measure the success of trade shows and events.

The event is organized by Successful Shows, a partnership of Marketech, Inc., which specializes in staff training and strategic exhibit market planning and consulting, and Signature Trade Shows, Inc. which produces events and trade shows. Skip Cox, an EMC faculty member and president of Exhibit Surveys Inc., said the conference will help professionals gain insight and hands-on tools to make informed decisions about trade show and event marketing participation.

"With the tighter marketing budgets we're seeing today in many industries, it is more important than ever to measure exhibit results,” Cox said. “Measurement is critical to making the key strategic and tactical decisions that will ultimately determine the optimum use of exhibit budgets. There is more to measurement than quantifying ROI."

The other EMC faculty members include Marc Goldberg, partner and founder of Marketech, Inc.; Judi Baker-Neufeld, president and founder of Trade Shows Plus Inc.; E. Jane Lorimer, managing director of Lorimer Consulting Group; Mike Westcott, vice president of marketing for the George P. Johnson Co.; and Mim Goldberg, president of Marketech.