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.

Product Details

• Amazon Sales Rank: #255445 in Books
• Published on: 2005-02-15
• Number of items: 1
• Binding: Hardcover
• 352 pages

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

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.”

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

Customer Reviews

Case HistoriesThat Teach Really Valuable Lessons
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.

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

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.