Trade Show & Event Marketing: Plan, Promote & Profit [Hardcover]

Ruth Stevens (Author)

Book Description

Publication Date: February 15, 2005 | ISBN-10: 0324206240 | ISBN-13: 978-0324206241 | Edition: 1

Finally - an authority on maximizing your company's trade show potential. The author masterfully covers all aspects of trade show marketing - setting objectives, planning, promoting, executing, measuring performance, generating leads, working with the media, following up, and much more. Real-world case studies put the book's tips and techniques into action, and forms and illustrations are included where appropriate. An appendix is brimming with additional resources, including professional associations, publications, helpful Web sites, and a glossary of terms.

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 [e-mail].

Product Details

• Hardcover: 352 pages
• Publisher: Cengage Learning; 1 edition (February 15, 2005)
• Language: English
• ISBN-10: 0324206240
• ISBN-13: 978-0324206241
• Product Dimensions: 6.1 x 1.5 x 9.1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #707,976 in Books (See Top 100 in Books)

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.

Most Helpful Customer Reviews

11 of 11 people found the following review helpful

5.0 out of 5 stars Help for harried trade show managers February 22, 2005

By Robert W. Bly

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.

9 of 9 people found the following review helpful

4.0 out of 5 stars Specific Trade Show Strategies November 16, 2005

By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER

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.

7 of 7 people found the following review helpful

5.0 out of 5 stars Comprehensive Winner June 1, 2005

By Mark Amtower

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.