Trade Show & Event Marketing: Plan, Promote & Profit [Hardcover]

Ruth Stevens (Author)

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Product Details

Hardcover: 352 pages
Publisher: Delmar School; 1 edition (Feb 15 2005)
Language: English
ISBN-10: 0324206240
ISBN-13: 978-0324206241
Product Dimensions: 23.6 x 15.8 x 3.4 cm
Shipping Weight: 703 g
Amazon Bestsellers Rank: #477,834 in Books (See Top 100 in Books)

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Product Description

Review

"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."

Product Description

Finally, a comprehensive guide, to trade show and event marketing, for the business marketer who seeks to integrate events into the entire go-to-market strategy and deliver a demonstrable return on investment. Every year, U.S. businesses spend over $20 billion on marketing at trade shows, and another $15 billion on proprietary corporate events. But what are they getting for their money? Even the savviest marketing executives often have a hard time answering that question. With Trade Show and Event Marketing, marketers can turn a budgetary black hole into their greatest lead and income generator. Smart trade show and event management can be a company’s most important success generator with proper planning, strategy and execution. Trade Show and Event Marketing can be your guidebook to that marketing success.

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Most Helpful Customer Reviews on Amazon.com ^(beta)

Amazon.com: 4.9 out of 5 stars (9 customer reviews)

11 of 11 people found the following review helpful

5.0 out of 5 stars Help for harried trade show managers, Feb 22 2005

By Robert W. Bly - Published on Amazon.com

This review is from: Trade Show & Event Marketing: Plan, Promote & Profit (Hardcover)

In the late 1970s, I managed trade show exhibits for a division of a Fortune 500 manufacturer. So I can say from first-hand experience that Ruth's book is filled on every page with exactly the kind of guidance and instructions a business needs to make its trade show exhibiting less stressful and more successful. I highly recommend it.

9 of 9 people found the following review helpful

4.0 out of 5 stars Specific Trade Show Strategies, Nov 16 2005

By Rolf Dobelli "getAbstract" - Published on Amazon.com

This review is from: Trade Show & Event Marketing: Plan, Promote & Profit (Hardcover)

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.

7 of 7 people found the following review helpful

5.0 out of 5 stars Comprehensive Winner, Jun 1 2005

By Mark Amtower "Mark Amtower, consultant, autho... - Published on Amazon.com

This review is from: Trade Show & Event Marketing: Plan, Promote & Profit (Hardcover)

Ruth Stevens has compiled a great great resource for anyone doing any type of event - from seminars to full-blown trade shows. This is a valuable resource for any marketing library and a must for anyone responsible for ROI on any type of event.

› Go to Amazon.com to see all 9 reviews 4.9 out of 5 stars