Technology for marketing preview: Tech support

Unsurprisingly, then, Technology for Marketing (TFM), launched in 2001, has grown into one of the key events on the marketing calendar. The 2007 show, to be held at London's Olympia in February, has expanded to include a Technology for Advertising show extension, in addition to the existing show extensions on Technology for Sales and Technology for Customer Service.

This year is also the launch of the inaugural Technology for Marketing Awards, to be held at Grosvenor House in Park Lane, London.

Paul Crabtree, marketing director of e-marketing firm Adestra, which is exhibiting for the second year in a row, says the exhibition is great for launching products, educating prospective clients and simply giving a "real kick-start to the year".

"This is a key show in our calendar and we're looking forward to continuing the success we've enjoyed in previous years," he says. "On a personal level, TFM has proven to deliver the most diverse yet focused people. Most direct marketers count email marketing in their arsenal, but TFM throws up such a variety of people, from online seed sellers through to high-street brands, that each conversation is different, though equally rewarding."

Some 200 exhibitors have already signed up for the 2007 show, including Axciom, Bigmouthmedia, BT, Caspian, Minotaur, QAS and Responsys.

Last year saw an audited total of 4,674 visitors, mainly marketing, sales and customer-service professionals, with 22 per cent coming from enterprise-level companies. The 2006 delegates' main areas of interest were email marketing (55 per cent) and e-marketing (51 per cent), followed by web/new-media marketing (38 per cent), customer relationship management (37 per cent) and database analysis (37 per cent). Also of interest were campaign management software, business intelligence, databases and data management, marketing analytics and e-commerce/e-services.

Two out of five 2006 delegates had an annual marketing-related and CRM technology budget of more than £100,000, according to TFM organisers.

NEED TO KNOW

When: Tuesday 6 February, 2007 10am to 5pm

Wednesday 7 February, 2007 10am to 5pm

Where: Olympia, Hammersmith Rd, London W14 8UX

Web: www.t-f-m.co.uk

SESSIONS

6 February 2007

10.30am-11am

Marty Carroll, foviance

Customer experience management for strategic gain

11.30am-12pm

Mike Rogers, Optimize

Next-generation best practice search engine marketing

2pm-2.30pm

Jonathan Bass and Robert Thurner, Incentivated

The mobile channel: reality and potential

3pm-3.30pm

Jamie Riddell, Cheeze

Direct marketing for Web 2.0

4-4.30pm

Steve Kemish, RM

Making the most of email marketing, by putting it in its place

7 February 2007

10.30am-11am

Daniel Cross, Data Lateral

Database marketing in a multichannel world

11.30am-12pm

Anthony Green, Concep

Interactive email marketing - objectives and obstacles

2pm-2.30pm

Matthew Tod, Logan Tod

How do you really get ROI from a web analytics tool?

3pm-3.30pm

Lee Chadwick, Communicator

Reaching your digital target

4pm-4.30pm

Jeff McCarthy, Interactive Marketing

How e-catalogues generate increased catalogue distribution and conversion rates

GIZMO GAUGE

Direct Response looked at some of the cool, new technology on show at this year's TFM. We looked at how each type worked and which superhero customer it would be best suited for. We also assigned it a "geek rating" for its overall techno coolness.

MATCHCODE INTERNATIONAL

Supplier: Capscan

What it does: The software delivers address support for 240 countries or territories worldwide. The web version speeds up and simplifies the form-filling and registration process by enabling the site visitor to simply enter a postcode or partial address to return a full and valid address

Ideal customer: Superman, because it's faster than a speeding bullet and more powerful than a locomotive

Geek rating

QUICKADDRESS PRO V6

Supplier: QAS

What it does: The software ensures that name and address data is captured quickly, accurately, and in a standard way across all entry points

Ideal customer: Wonder Woman, because it is targeted and precise, just like a well-thrown lasso

Geek rating

MESSAGE FOCUS

Supplier: Adestra

What it does: An email marketing tool designed for advanced email marketers. The web-based application covers all aspects of an email marketing programme, including message design, data management and broadcasting for optimal deliverability and detailed reporting

Ideal customer: Spider-Man, because it's flexible and scalable - and geeky at heart

Geek rating

HORIZON

Supplier: Market Location

What it does: A multi-level, online business-to-business data analysis tool for the marketer and sales professional

Ideal customer: Wolverine, because it is simple but effective - just like the X-Man's claws

Geek rating

MATCHIT API

Supplier: HelpIT Systems

What it does: MatchIT data cleansing software supplied as a component that plugs into any software application

Ideal customer: Aquaman, because it is at home in any environment and is good at fishing out data

Geek rating

3SLIVE

Supplier: 3SIXTY Systems

What it does: A customer relationship management tool aimed at small to medium businesses. It fits in with other parts of the business, such as the human resources system

Ideal customer: Batman, because it solves problems with brains not brawn and will fit in with all the gadgets in the Bat Cave

Geek rating

Rating guide: Low; Medium; High

THE ONE-MINUTE EXHIBITOR VIEW

Melanie Smith, marketing manager, Market Location

Why are you at the show?

"Market Location will be exhibiting at TFM as it attracts visitors who will benefit from our new multi-level online analysis tool, Horizon. We believe that Horizon offers the B2B marketplace something new, affordable and aimed at the marketer, not just the analyst."

Who is the ideal visitor to your stand?

"Our ideal visitor during the show would be a marketing or sales director or manager who is looking to carry out analysis of their existing customer base quickly, without the need for IT involvement and without having to make a huge investment. We will be pre-booking 15-minute demonstrations and visitors will be given a free gift in return for their time."

How will you know when the show has been a success?

"We will be able to judge our success at the show by the number of free demonstrations we carry out and the immediate feedback we get."

Paul Crabtree, marketing director, Adestra

Why are you at the show?

"As well as the obvious new business and brand positioning aspects, we are using this year's event to really showcase new developments in our Message Focus ASP email marketing product. When it comes to assessing new features, there's no substitute for gauging face-to-face feedback and reactions from a broad spectrum of online marketers to help us define and refine the development of the product.

"Aside from that, the best way to get the inside track on market developments (and find out important industry gossip) is to 'build relationships' over a beer or three. Obvious, but it still works wonders."

Who is the ideal visitor to your stand?

"It's a great opportunity to meet people from different brands of all sizes, across numerous different sectors - anyone from the multinational blue-chips down to small, niche companies. The best visitors (not including anyone giving me free mouse mats) are the ones with unique requirements or problems that need an ESP to help them solve them."

How will you know when the show has been a success?

"If I'm still going after being on my feet for two days. But seriously, the bottom line is talking to interesting people and then turning that into business. We usually achieve well over 100 good contacts over the two days.

"TFM has been a successful show for us in the past, and our aim is to improve year-on-year. It always provides a good benchmark for Adestra's continued growth."

Terry Hiles, managing director, Capscan

Why are you at the show?

"It is an event that helps to inspire marketers and business people, as a lot of new innovative products are demonstrated at the show. It also gives great networking opportunities and a chance to find out what is happening in the industry, as well as the latest marketing technologies that are available in the marketplace.

"As an exhibitor, it is a good venue to launch and demonstrate new products and services, and generate those all-important sales leads."

Who is the ideal visitor to your stand?

"A decision maker with the appropriate budget, who appreciates and understands the benefits of good technology and services."

How will you know when the show has been a success?

"When I am taking a world cruise as a result of the orders we've taken at the show. I think success can be measured in a number of ways: in terms of brand awareness and sales leads generated, sales conversions and the number of networking opportunities created. I think it is important to have a wide range of metrics, as this gives us a more rounded picture of the success of the event."