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Trade Show & Event Marketing: Plan, Promote & Profit By Ruth Stevens ( South-Western Educational Pub )
Release Date: 2005-02-15
Average Customer Rating:
List Price: $59.95
Price: $37.77
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Product Description
Finally, a comprehensive guide, to trade show and event marketing, for the business marketer who seeks to integrate events into the entire go-to-market strategy and deliver a demonstrable return on investment. Every year, U.S. businesses spend over $20 billion on marketing at trade shows, and another $15 billion on proprietary corporate events. But what are they getting for their money? Even the savviest marketing executives often have a hard time answering that question. With Trade Show and Event Marketing, marketers can turn a budgetary black hole into their greatest lead and income generator. Smart trade show and event management can be a company’s most important success generator with proper planning, strategy and execution. Trade Show and Event Marketing can be your guidebook to that marketing success.
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Case HistoriesThat Teach Really Valuable Lessons ( steve68250 )
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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Trade Show and Event Marketing. Review by: Adam Platts
Ruth Stevens' Trade Show and Event Marketing has proven to be a very useful book with many good ideas. As a Marketing representative who has worked in both the Tech Industry and for Consumer Products companies I have had the opportunity to attend a wide variety of trade shows, ranging from annual Comdex and CES shows in Las Vegas, to ECRM, NACS, and GMDC shows around the country. When you are dealing with such high costs and logistical problems at these shows you can tend to feel overwhelmed. But authors like Ruth Stevens have helped to pave the way, making our paths to trade show success a little more pleasant, by way of communicating a thoughtful approach to difficult problems. Good work!
Review by: Adam Platts, Northridge
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Fantastic tool for anyone involved in trade shows/event marketing
Completely comprehensive on every aspect of trade shows and event marketing. Whether you are part of show management or an exhibitor this book is a solid reference. Even if you are seasoned at trade show and event marketing - you will learn something from this book.
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Justify Your Trade Show Investment ( underation )
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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 Specific Trade Show Strategies ( rolfdobelli )
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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