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The Exhibitionist: Inspiring trade show excellence

The Exhibitionist: Inspiring trade show excellence

by Nichola J. Reeder, Steve Reeder


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Available for Pre-Order. This item will be available on May 16, 2019

Product Details

ISBN-13: 9781788600927
Publisher: Alison Jones Business Services Ltd
Publication date: 05/16/2019
Pages: 296
Product dimensions: 5.50(w) x 8.50(h) x 0.62(d)

About the Author

Nichola Reeder escaped the corporate world in 2012 with over 15 years' experience in sales, marketing and communications, having worked on brands including Asda, Dolmio, Uncle Ben's, Heineken and Fosters. Her passion is to help businesses tell their commercial story more effectively, whether through the media, live events or digitally. Within the event industry specifically, she has helped train armies of stand staff, delivered hours of engaging live content and helped event organisers understand how they add more value for exhibitors and visitors.

In a varied career path, Steven Reeder has experienced working within the public, private and charitable sectors, building a range of skills across operations, people management and stakeholder influence at a senior level, before co-founding 12th-Man Solutions.
His specialism is developing creative and workable solutions to help clients secure the outcomes they want. Within events, he is an expert at breaking down operational challenges to bring exhibitors' vision to life in a way that engages with a visitor but keeps on the right side of Health & Safety regulations and practical restrictions. He's widely known as 'Steve'll-Fix-It', especially when on-site snags need smoothing out.

Table of Contents

About the authors


PART I: Why engage?

Chapter 1: Why trade shows matter even more in the digital age

Chapter 2: Are trade shows the right tactic for your business?


Chapter 3: Planning

3.1 SMART objective setting

3.2 Which show?

3.3 Budget planning

3.4 Buying your space

3.5 Stand design

3.6 The exhibitor manual

3.7 Lead capture

3.8 Pre-show marketing

Chapter 4: Implementation

4.1 On-site final build

4.2 Selecting your stand squad

4.3 Opening lines

4.4 Squad training

4.5 Filtering visitors – prioritising prospects and leads

Chapter 5: Evaluation

5.1 Breakdown

5.2 Follow-up

5.3 Evaluation

PART III Final considerations

Chapter 6: Maximising the media

Chapter 7: Going global

Closing remarks

Contact details