How to Get the Most Out of Trade Shows

by Miller, Steve

• ISBN13: 9780844223476
• ISBN10: 0844223476
• Edition: 3rd
• Format: Hardcover
• Copyright: 1999-05-01
• Publisher: McGraw-Hill

Summary

American companies invest billions of dollars in trade shows each year, and proper planning is critical for success. This comprehensive, easy-to-use book teaches students how to select the right trade shows, set show objectives, design effective displays, and sell on the floor. 60-DAY EXAMINATION ''Our exhibitors who have implemented Steve's formulas and utilized the information in this book have seen a tremendous improvement in their trade show results--in both quantity and quality.'' Gayle Dunlap Manager, Exhibit Services Food Marketing Institute

Table of Contents

Foreword	ix
Preface	xi
Introduction	xiii
The Scope of Trade Show Marketing	1	(8)
Why Trade Show Exhibitors Fail	2	(2)
Why Trade Show Exhibitors Succeed	4	(3)
The Growth of the Industry	7	(2)
Planning the Show	9	(28)
Show Selection	9	(1)
Show Location	10	(1)
Show Analysis	11	(2)
Preshow Planning	13	(1)
Setting Your Goals	14	(4)
Setting Your Budget	18	(10)
Finalizing Your Budget	28	(1)
Targeting Your Market	29	(3)
Trade Show Countdown	32	(5)
Coordinating the Show	37	(22)
The Exhibit Planning Handbook	37	(2)
The Exhibit Staff Manual	39	(1)
Creating the Ultimate Exhibit	40	(5)
Generating Leads---and Capturing Customers	45	(3)
Preparing the Staff	48	(7)
Alternatives to Exhibiting	55	(4)
Preshow Marketing	59	(24)
The Trade Show Rule	59	(1)
Ensuring Your Success Before You Go	60	(9)
Using Advertising Specialties as Show Promotions	69	(3)
Local Media	72	(1)
Other Promotions to Consider	72	(1)
Other Promotional Tools	73	(2)
Be Unique!	75	(4)
Where Do You Get Promotion Ideas?	79	(3)
Summary	82	(1)
At the Show	83	(18)
Getting Set	83	(2)
Showtime: Two Scenarios	85	(4)
Presenting Your Products	89	(3)
Ongoing Training	92	(9)
Working with Your Staff	101	(26)
Working the Booth	101	(2)
Creating a New Relationship	103	(2)
The Equip Concept	105	(12)
Subliminal Signals	117	(9)
Caution About Subliminal Signals	126	(1)
Secrets of Successful Shows	127	(18)
Trade Show Basics	127	(15)
Study the Competition	142	(2)
Personal Trade Show Survival Kit	144	(1)
Postshow Follow-Up: Closing the Loop	145	(10)
The Typical Routine	145	(2)
Steve Miller's Follow-Up Philosophy	147	(3)
Measuring Success	150	(1)
The Decision to Return	151	(1)
Stay Sharp!	152	(3)
Appendix: Where to Get More Information	155	(2)
Index	157