How To Get The Most Out of Trade Shows [Hardcover]

Steve Miller (Author)

Book Description

Publication Date: May 1, 1999

American companies invest billions of dollars in trade shows each year, and proper planning is critical for success. This comprehensive, easy-to-use book teaches students how to select the right trade shows, set show objectives, design effective displays, and sell on the floor. 60-DAY EXAMINATION ''Our exhibitors who have implemented Steve's formulas and utilized the information in this book have seen a tremendous improvement in their trade show results--in both quantity and quality.'' Gayle Dunlap Manager, Exhibit Services Food Marketing Institute

Editorial Reviews

About the Author

Steve Miller is an international trade-show consultant and principal of The Adventure of Trade Shows.

--This text refers to the Paperback edition.

Product Details

• Hardcover: 192 pages
• Publisher: McGraw-Hill; 3 edition (May 1, 1999)
• Language: English
• ISBN-10: 0844223476
• ISBN-13: 978-0844223476
• Product Dimensions: 9.2 x 6.2 x 0.7 inches
• Shipping Weight: 15 ounces
• Average Customer Review: 4.8 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #564,813 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

30 of 31 people found the following review helpful:

5.0 out of 5 stars Great For Profiting From This Major Marketing Industry!, February 9, 1999

By A Customer

This review is from: How to Get the Most Out of Trade Shows (Ntc Business Books) (Hardcover)

     Trade shows operating in major cities across America and around the world offer companies of all sizes and representing a variety of industries the opportunity to present their latest products and services to each other, to other business people of a broad spectrum of professions, and sometimes to the general public. Steve Miller has written this truly outstanding book to give his readers inside information on how they can make the most of these special high-profile marketing events!      Everything is included in this book from planning ahead of time, floor plan booth location selection, building and shipping displays, coordinating with trade show officials, establishing contacts with potential customers and inviting them to visit booths, setting up meetings, using effective promotional tools and strategies, how to present ones' self at booths during shows, and post-show follow-up.      One of the more important aspects of operating booths at trade shows that is often overlooked is personal preparation. Good personal hygiene, including being well groomed, avoiding certain foods, refraining from alcohol use, getting plenty of rest, wearing clean clothing, and having fresh breath are musts! I've attended many shows and have often found people ill-prepared to present themselves effectively in public because they failed to care for their own personal matters beforehand. Miller offers sound advice all of us should learn from!      One of the major strengths of the book is its readability. This is a concise guide that is packed with gold nuggets of information that can be easily read and understood. Format, layout, and print are clean. Anyone will be able to pick it up, read it, and run a successful booth exhibit. Business consultants will also find this book to be a powerful and profitable tool for conducting business. Give your performance a boost today! This is must reading for anyone considering setting up a booth at a trade show or wanting to profit from this major marketing industry!

26 of 27 people found the following review helpful:

5.0 out of 5 stars A Crash Course in Trade Shows, March 23, 2000

By A Customer

This review is from: How To Get The Most Out of Trade Shows (Hardcover)

One of my company's business managers decided he would like to make the leap from attending a trade show to exhibiting at one, so we signed up for a booth and received the standard three-ring binder of information and forms. One trip through that book was enough to convince us that we needed to know *a lot* more about trade shows -- and fast. I ordered this book based on another reader review of it that is posted here. The book is well-written, concise, and covers every aspect of trade shows from what equipment you really need to how to read the body language of attendees. It's an excellent analysis of the marketing strategy you should apply to trade show attendance, and covers in detail what to do before the show, at the show and after the show. In short, it's just what we needed: a "crash course" in trade shows.

15 of 15 people found the following review helpful:

5.0 out of 5 stars Fudamental ideas about how to work a successful show, September 3, 2000

By 

Meltse (Brussels, Belgium) - See all my reviews

This review is from: How To Get The Most Out of Trade Shows (Hardcover)

I recommend this book to everyone who has to participate in a tradeshow (planning and boothmanship). Most exhibitors fall down in maximizing trade fair effectiveness. That leaves the door wide open for the company that is prepared to do the shows right and who recognizes its importance in the marketing plan. Miller walks you through the most important ideas. If this all sounds common knowledge to you, be certain the ideas aren't common practice.