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Trade Show and Event Marketing
Book

Trade Show and Event Marketing

Plan, Promote and Profit

Ruth Stevens
Thomson South-Western, 2005

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

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. getAbstract highly recommends this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.

Take-Aways

  • Companies spend $21 billion on trade shows and $15 billion on other corporate events annually.
  • However, much of this money is wasted because of poor planning and goal-setting.
  • To correct these problems, include event marketing in your strategic marketing plan.

About the Author

Ruth Stevens consults on customer acquisition and retention for consumer and business-to-business clients. She is the author of The DMA Lead Generation Handbook and numerous articles, and has taught at New York University and the Columbia University Business School.

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