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A complete guide to successful trade shows and exhibitions

Trade shows, consumer shows, product launches, sporting events,and other opportunities to interact face-to-face with customershave become an important part of the marketing mix. Recent studiesshow that the percentage of the total marketing communicationsbudget spent on event marketing ranged from over 9% to a staggering29%. In 2003, North America alone hosted over 13,000 trade andconsumer shows, each one with hundreds of exhibitors, and thousandsof visitors. Beyond traditional trade shows, there are countlessother opportunities for exhibitors to interact with their customersdirectly and improve the bottom line, such as mall displays,corporate events, road shows, and permanent displays.

Well chosen and executed events can shorten the sales cyclesignificantly and put you miles ahead of the competition, but youneed to have an exhibit plan that's well thought out, organized,and executed. While some large organizations have a dedicatedexhibit staff, often the role of exhibit management lands on thedesk of an unsuspecting, overworked, or unwilling sales ormarketing person who needs to get results from their exhibitinvestment, but doesn't know where to start. The Power ofExhibit provides the step-by-step advice you need to exhibitsuccessfully. This definitive guide to trade shows and other eventmarketing shows how to set objectives, budget for your event andmeasure its success in ROI, choose the right show and find theright audience, turn leads into business, design booths, work theshow, gather information and intelligence, and much more.

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