How to Get the Most Out of Trade Shows (Paperback)

by Steve Miller (Author) "Imagine this: You're the head buyer for a large chain of consumer electronics stores, and your secretary buzzes you on the intercom..." (more)
Key Phrases: preshow marketing, exhibit staffers, preshow planning, Trade Show Bureau, Las Vegas, New York (more...)

Editorial Reviews

Product Description
Proper planning and effective management of your trade show presence are the keys to trade shows uccess for every business. Loaded with real-lifeexamples and brimming with practical guidance on how top Ian and execute a trade show marketing effort, How to Get the Most Out of Trade Shows includes expert advice on:

• Selecting the right trade shows to attend
• Setting show objectives
• Designing effective booth displays
• Attracting prospects to your booth
• SelIing on the floor
• Following upon leads

Plus, this new edition offers powerful information on the importance of effective promotion both before and at the show, tips on how to develop promotions and where to get promotional ideas, and lots of examples of successful promotions conducted by a wide array of companies. You'll also find coverageof relationship buildingwith new clients and booth etiquette. Let How to Get the Most Out of Trade Shows teach you how to maximize your company's return on a trade show investment. Steve Miller has advised, consulted, and trained associations, trade show management companies, and corporations all over the world for nearly three decades. The principal of The Adventure of the Trade Shows, he offers his clients consulting services, seminars, and keynote speeches as well as educational products. He resides in Federal Way, Washington.

About the Author

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

Product Details

• Paperback: 161 pages
• Publisher: NTC Business Books; 3rd edition (July 1, 2000)
• Language: English
• ISBN-10: 0658009397
• ISBN-13: 978-0658009396
• Product Dimensions: 8.9 x 6 x 0.5 inches
• Shipping Weight: 9.1 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars See all reviews (12 customer reviews)
• Amazon.com Sales Rank: #282,966 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

27 of 28 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!

23 of 24 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.