Trade Show & Event Marketing: Plan, Promote & Profit (Hardcover)

~ Ruth Stevens (Author)

Editorial Reviews

Review

"Extremely useful advice (backed up by data) on the strategy of trade show marketing…." -- Anne Holland, Publisher, Marketing Sherpa

"Finally, a definitive and comprehensive guide to the strategic use and measurement of trade shows and events. Long overdue…." -- Skip Cox, President, Exhibit Surveys, Inc.

"I highly recommend the book for event organizers and their clientele." -- David Korse, President, IDG World Expo

"filled with great ideas that maximize your effectiveness at trade shows, where the selling and relationship building possibilities are endless." -- Rick Kean, Executive Director, Business Marketing Association

"…Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use." -- Mary Donato, Associate Director Institute for the Study of Business Markets (ISBM), SMEAL College of Business, Pennsylvania State University.

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.”

See all Editorial Reviews

Product Details

• Hardcover: 352 pages
• Publisher: South-Western Educational Pub; 1 edition (February 15, 2005)
• Language: English
• ISBN-10: 0324206240
• ISBN-13: 978-0324206241
• Product Dimensions: 9.1 x 6.1 x 1.5 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #182,970 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

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

By	R. Bly (Dumont, NJ USA) - See all my reviews (REAL NAME)

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.

5 of 5 people found the following review helpful:

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

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

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.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Comprehensive Winner, June 1, 2005

By	Mark Amtower "Mark Amtower, consultant, autho... (Highland, MD) - See all my reviews (REAL NAME)

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.