From the Author
From the Introduction:
Companies should strive to constantly reinvent themselves, much like Madonna has done to stay at the top of the music business. If you take pride in doing things the same way you’ve always done, you may soon find yourself left in the dust.
In this book, you will discover how to develop a complete marketing plan for your exhibit, which includes setting goals, figuring return on your investment, and all the stages in between. You’ll learn from exhibitors who are thinking “out of the box” to create unique exhibit experiences that distinguish their company and brand. You’ll also follow the progress of two fictional companies as they use the information in this book to develop their own exhibiting plan.
This is the book that I wish I could have found when I first began exhibiting. Now, I’ve collected stories from my years spent as an exhibitor and attendee, as well as a show organizer, in order to share what I’ve learned with others. I’m an optimist – every time I go to a show, I expect to see exhibitors who rise above average. Unfortunately, those exhibitors are still very much the minority.
My challenge to you? Don’t just read this book. Take the examples and use them as a springboard for your next creative session. Start thinking in a whole new way. It’s just like building a house; you don’t want to live in a neighborhood where all the houses look exactly alike, do you? Make yours unique and watch the way people respond. You may find you are a trendsetter!
About the Author
With a degree in English and journalism, Marlys Arnold worked for three and a half years as a reporter for the Kansas City Star before launching out with her own business.
Combining her image expertise with real-world marketing experience, Marlys teaches how to “Maximize Your Trade Show Results.” She has not only been a trade show exhibitor, but has also organized several expos and events, including a self-improvement weekend for women. Her unique perspective of the trade show industry from many angles allows her to share new insights with both beginning and experienced exhibitors.
A member of the Trade Show Exhibitors Association and Meeting Professionals International, Marlys has presented seminars for a number of groups including the International Association of Exposition Management, Sprint, and the Home Builders Association of Greater Kansas City. She has been featured in both radio and television interviews, as well as being included in publications from Kansas City to Australia.
She writes two online columns, TradeShowTips Online and The Busy Person’s Guide to Trade Show Exhibiting, and also travels nationwide to conduct trade show training and consultations.
