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 with proper planning, strategy and execution can be a company's most important success generator. Trade Show and Event Marketing can be your guidebook to that marketing success.

Product Details

• Amazon Sales Rank: #518554 in Books
• Published on: 2005-02-15
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 352 pages

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.”

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 ruth@ruthstevens.com.

Customer Reviews

Help for harried trade show managers
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.

Specific Trade Show Strategies
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.

Comprehensive Winner
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.