Synopses & Reviews
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.
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."
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.'
Review
"...Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use."
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"Extremely useful advice (backed up by data) on the strategy of trade show marketing.... Few books give you this thorough a strategic overview.... "
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"...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."
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"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...."
Synopsis
Companies are looking for ways to measure the results and benefits of their trade show programs. The Trade Show Marketing Handbook is a resourceful reference that covers all aspects of Trade Show Marketing, from setting objectives, planning, promoting, executing, measuring performance, and following up. Stevens also includes an appendix of resources that cover professional associations, publications, web-based resources, and a glossary.
Synopsis
Finally - an authority on maximizing your company's trade show potential. The author masterfully covers all aspects of trade show marketing - setting objectives, planning, promoting, executing, measuring performance, generating leads, working with the media, following up, and much more. Real-world case studies put the book's tips and techniques into action, and forms and illustrations are included where appropriate. An appendix is brimming with additional resources, including professional associations, publications, helpful Web sites, and a glossary of terms.
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.
Crains 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 [email protected].
Table of Contents
1. Introduction 2. Trade Shows and Corporate Events 3. Prior Planning: Do It Right the First Time 4. All About the Trade Show Booth 5. Trade Show Booth Management 6. Event Promotions: Before, During, and After 7. Business Event Marketing Beyond the Trade Show Booth 8. Lead Geneartion and Qualification 9. Lead Management and Nurturing 10. Press and Publicity 11. Post-Event Results Analysis 12. Case Studies Appendix