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Trade Show & Event Marketing: Plan, Promote & Profit Hardcover – February 15, 2005


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Product Details

  • Hardcover: 352 pages
  • Publisher: Cengage Learning; 1 edition (February 15, 2005)
  • Language: English
  • ISBN-10: 0324206240
  • ISBN-13: 978-0324206241
  • Product Dimensions: 9.4 x 6.3 x 1.2 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #68,592 in Books (See Top 100 in Books)

Editorial Reviews

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."

About the Author

Ruth P. Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She began her career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then joined Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division, and then spent three years in direct marketing management at IBM. Crain¿s BtoB magazine named Stevens one of the 100 Most Influential People in Business Marketing in 2002. Stevens also serves on the boards of the Direct Marketing Idea Exchange and the Direct Marketing Club of New York and is past chair of the Business-to-Business Council of the Direct Marketing Association. She is the author of The DMA Lead Generation Handbook, published in May 2002, a well as numerous articles in the business trade press. She has taught at New York University and teaches marketing to graduate students at Columbia Business School. Reach her at ruth@ruthstevens.com.

More About the Author

Ruth P. Stevens consults on customer acquisition and retention, for both consumer and business-to-business clients. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM, as well as two Internet startup companies. Ruth teaches graduate students at Columbia Business School, and is past chair of the Business-to-Business Council of the DMA. Crain's BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing in 2002. She is the author of 2 business books: The DMA Lead Generation Handbook, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has studied marketing management at Harvard Business School and holds an MBA from Columbia University.

Customer Reviews

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Detailed, authoritative, fun to read.
Stellagirl
This is an interesting book if you are embarking on a sales career that involves trade shows or events to market your product.
SusyErnie
Ruth Stevens' Trade Show and Event Marketing has proven to be a very useful book with many good ideas.
Adam Platts

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Rolf Dobelli HALL OF FAME on November 16, 2005
Format: 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.
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12 of 13 people found the following review helpful By Robert W. Bly on February 22, 2005
Format: 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.
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8 of 8 people found the following review helpful By Mark Amtower on June 1, 2005
Format: 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.
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2 of 2 people found the following review helpful By Scott McKenzie on October 11, 2005
Format: Hardcover
Ruth P. Stevens, Trade Show and Event Marketing, is an excellent resource for helping to strategize, plan, manage, and market for the event industry. Her book includes 10 case histories which help with an understanding of the planning and promoting of events. If you are looking for something practical, which also hits on strategy, than this is the right book for you. Her goal in writing this book is to help with making event marketing valuable and effective, and to provide means to demonstrate ROI. She helps connect metrics to your objectives.

As a direct marketer who is involved with event and trade show marketing, I found this book helpful for developing strategic approaches to event marketing. Ruth Stevens has a couple of objectives in this book to help business marketers:

1. Make trade shows and corporate events a valuable and effective part of their entire go-to-market strategies.
2. Manage their business event investments in a way that provides demonstrable ROI.

This book is a must for any event marketer. If you are looking for something that hits both strategy and gets into some helpful tactics than this book is for you. I highly recommend it.
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2 of 2 people found the following review helpful By L. Underation on March 20, 2006
Format: Hardcover
Ruth has hit all the right buttons in this book. As a trade show consultant, too many of my clients focus on the display and event on the show floor, neglecting the pre-show and post-show part of the medium. When you take Ruth's well-documented book literally and plan, promote, you will indeed profit. Especially with proper post-show lead development. I am sending copies of this one to my best clients and prospects.
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2 of 2 people found the following review helpful By S. Wallis on March 5, 2007
Format: Hardcover
Not until I dug into the case histories did I realize how truly valuable this book is. These punchy examples drive home point after point with clarity that makes all other how-to books I've read on this subject pale by comparison. "Put Ruth in Your Booth" could be its subtitle.
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