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Trade Show and Event Marketing

Trade Show and Event Marketing

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by Ruth P. Stevens

Trade shows and corporate events: Nowhere else in an organization can someone justify a major expenditure with “We do that every year” or “Our competitors are doing it” or “I like to go there.” Some organizations spend as much as 20 percent of there total marketing dollars with only those kinds of justifications.

Those days are fast coming to an end.  Smart marketers are using the wisdom of Trade Show and Event Marketing to turn the biggest black hole in their budget into their greatest lead and income generator. In 370 pages it provides authoritative information from the industry’s insiders on how to:

  • Zero-in on the key strengths of trade shows and events and profitably fit them in your marketing mix.

  • Bridge the gap between the roles of sales and marketing.

  • Develop the right positioning for your events.

  • Use the most profitable strategic approaches based on the needs of lead generation versus branding; customer life cycle, product life cycle, customer value, and customer buying process.

  • Use agencies properly and profitably.

  • Plan right the first time, including choosing and setting objectives, connecting objectives to metrics, and setting objectives for staff.

  • Select the best show for your organization

  • Planning and managing all aspects of your trade show booth, from location selection  to design, staff training, scheduling, and signage.

  • Market yourself before, during, and after the show.

  • Master all the important elements of lead generation and qualification.

  • Get the best publicity and visibility for your booth and event.

  • How to “read the tea leaves”—identify and use the right metrics for measuring success.

Plus 10 case histories giving the insights of a broad range of companies that have made trade shows and event work produce for them.

Smart trade show and event management can be a company’s most important success generator—if they are planned, strategized and managed properly. Trade Show and Event Marketing can be your guidebook to that marketing success.

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Product Details
Hardcover: 370 pages
ISBN: 0-234-20624-0