Book description
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 customers have
become an important part of the marketing mix. Recent studies show
that the percentage of the total marketing communications budget spent
on event marketing ranged from over 9% to a staggering 29%. In 2003,
North America alone hosted over 13,000 trade and consumer shows, each
one with hundreds of exhibitors, and thousands of visitors. Beyond
traditional trade shows, there are countless other opportunities for
exhibitors to interact with their customers directly 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 cycle
significantly and put you miles ahead of the competition, but you need
to have an exhibit plan that's well thought out, organized, and
executed. While some large organizations have a dedicated exhibit
staff, often the role of exhibit management lands on the desk of an
unsuspecting, overworked, or unwilling sales or marketing person who
needs to get results from their exhibit investment, but doesn't know
where to start. The Power of Exhibit provides the step-by-step
advice you need to exhibit successfully. This definitive guide to
trade shows and other event marketing shows how to set objectives,
budget for your event and measure its success in ROI, choose the right
show and find the right audience, turn leads into business, design
booths, work the show, gather information and intelligence, and much
more.
BARRY SISKIND, President of International Training
and Management, is one of North America's foremost trade and consumer
show experts, and a sought-after professional speaker. He conducts
workshops and speaks to 30,000-40,000 people across North America and
internationally each year. Siskind's clients include Nortel Networks,
JDS Uniphase, Novartis, Glaxo-Smith Klein, Bank of Montreal, and Royal
Bank of Canada. He is the trainer of choice for DMG World Media (one
of the largest trade show operators in the world), and Nimlok (the
second largest booth manufacturer in the world). Siskind has written
over 500 original articles for trade and consumer publications,
including The Globe and Mail, Marketing, and
Exhibitor Magazine. He is also the author of Bumblebees
Can't Fly, Eagles Must Soar, and Making Contact.
