Trade Show & Event Marketing: Plan, Promote & Profit / Edition 1

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Finally - an authority on maximizing your company's trade show potential. The author masterfully covers all aspects of trade show marketing - setting objectives, planning, promoting, executing, measuring performance, generating leads, working with the media, following up, and much more. Real-world case studies put the book's tips and techniques into action, and forms and illustrations are included where appropriate. An appendix is brimming with additional resources, including professional associations, publications, helpful Web sites, and a glossary of terms.

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Editorial Reviews

From the Publisher
"Do your homework! Trade shows are expensive and time-consuming. Instead of just winging it, consider this practical, nuts and bolts approach to maximizing your return on investment."

"Finally, a definitive and comprehensive guide to the strategic use and measurement of trade shows and events written specifically for the sales and marketing exec. Long overdue…."

"…Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use."

"Extremely useful advice (backed up by data) on the strategy of trade show marketing…. Few books give you this thorough a strategic overview…. "

"…filled with great ideas and practical advice that will maximize your effectiveness at trade shows, where the selling, prospecting and relationship-building possibilities are endless."

Soundview Executive Book Summaries
How To Plan, Promote And Profit
Trade shows can be either failed sales and marketing exercises, or they can be productive business events through which many opportunities are realized. To help companies make the most of their trade shows and business events, marketing consultant Ruth P. Stevens offers invaluable marketing and management advice. Along with numerous examples from some of the most effective trade show exhibitors, Stevens provides tips on how to maximize the potential of every aspect of these events, from pre-show preparation to post-show follow-up.

Trade Show Improvements
Stevens starts her book by explaining that a trade show must be utilized as part of a company's entire go-to-market strategy. Any trade show strategy can be vastly improved with a few simple actions, including:

  • Researching the nature and needs of those attending the show.
  • Setting measurable objectives for everyone involved in the show.
  • Creating pre-show promotions to drive the solid prospects to the trade show booth.
  • Making advance appointments with prospects and current customers.
  • Training sales representatives on how to effectively work the booth.

Stevens explains that trade shows and corporate events "provide an efficient opportunity for face-to-face contact with customers and prospects — an essential component in the business-to-business sales and marketing process." She adds that these events also provide support for the bridge between the sales and marketing efforts of a company while identifying high-potential prospects, accelerating the sales process, introducing new products, assisting in the entry into new markets, boosting public relations, and nurturing relationships with existing customers.

The Trade Show Industry
After describing the various types of business events in which companies can become involved, and defining the terms of business-to-business event marketing, Stevens offers the latest statistics about trends in corporate trade shows. For example, she points out that corporate events are on an upswing, and increased from 844,100 business meetings in 2001 to 890,994 in 2003, with a substantial growth in their expense as well.

In this comprehensive book that details the trade show industry and how participants can capitalize on their investments in them, Stevens offers the many way that trade shows and corporate events can be improved as business marketing tools.

Sales Opportunity
After Stevens describes how trade shows and corporate events are similar, she demonstrates how they differ. For example, although they both focus on identifying sales opportunity, trade shows focus on prospects, and the attendee population is arranged by the show organizer. Corporate events, on the other hand, focus on current customers and are arranged by the corporate marketer.

Breaking down trade shows into basic steps for exhibitors to follow, Stevens describes how they can set specific objectives, connect them to metrics, and calculate realistic goals. By providing an objective checklist as well as real survey results, she offers helpful tools that can make prior planning easier. She also details the best way to select the right show and provides a checklist that highlights considerations that should be made. Case studies from IBM and others, as well as a sample trade show budget spreadsheet, highlight how it is done right.

Trade Show Booths
Stevens also describes the best trade show booths in all of their various types and manifestations, how a booth can be managed with the right staff, and how events can be promoted. She also describes business event marketing beyond the trade show booth, how lead generation and qualification are done correctly, and how to analyze the results of a trade show.

Why We Like This Book
The comprehensive nature of Trade Show and Event Marketing makes it a valuable reference guide for anyone looking for expert advice on making a trade show or corporate event more effective. With photos of trade show booths that worked, checklists for organizing people and paperwork, and numerous case studies and sample forms to provide guidance, Stevens offers readers a complete resource for making trade shows and company events successful. Copyright © 2006 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9780324206241
  • Publisher: Cengage Learning
  • Publication date: 2/15/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

Ruth P. Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She began her career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then joined Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division, and then spent three years in direct marketing management at IBM. Crain's BtoB magazine named Stevens one of the 100 Most Influential People in Business Marketing in 2002. Stevens also serves on the boards of the Direct Marketing Idea Exchange and the Direct Marketing Club of New York and is past chair of the Business-to-Business Council of the Direct Marketing Association. She is the author of The DMA Lead Generation Handbook, published in May 2002, a well as numerous articles in the business trade press. She has taught at New York University and teaches marketing to graduate students at Columbia Business School. Reach her at

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Table of Contents

1. Introduction 2. Trade Shows and Corporate Events 3. Prior Planning: Do It Right the First Time 4. All About the Trade Show Booth 5. Trade Show Booth Management 6. Event Promotions: Before, During, and After 7. Business Event Marketing Beyond the Trade Show Booth 8. Lead Geneartion and Qualification 9. Lead Management and Nurturing 10. Press and Publicity 11. Post-Event Results Analysis 12. Case Studies Appendix

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted November 16, 2005

    Specific Trade Show Strategies

    If you are in marketing and you exhibit at trade shows, this book may change your behavior forever. Not only does it provide in-depth information about what trade shows can do and how they operate, but it also explains the financial structure you should put in place to determine whether participating in a trade show is worth your while financially. That may be bad news for corporate marketers who prefer to unpack their booth, buy the coffee and flowers, and hand out literature. But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.

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