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Tradeshow Resource - Book Review
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Title: How to Get The Most Out Of Trade Shows
Author: Steve Miller
Paperback: 161 pages
Publisher: NTC Business Books; 3rd Edition (July 1, 2000)
Book Summary:
The focus of the book's advice is on strategies and tactics that maximize a company's return on trade show investment. Key emphasis is placed on proper planning methods and effective management, with useful forms and checklists provided to assist in handling budgeting, show leads, and show preparation.
Chapters:
1 – The Scope of Trade Show Marketing
2 – Planning the Show
3 – Coordinating the Show
4 – Preshow Marketing
5 – At the Show
6 – Working with Your Staff
7 – Secrets of Successful Shows
8 – Postshow Follow-Up: Closing the Loop
Review:
The author offers practical advice on almost every major aspect of executing a tradeshow. It's an excellent read for anyone seriously preparing for a show, covering in satisfying detail the basics of planning, marketing, managing, and executing a successful tradeshow.
There are a few things to be aware of before considering this book. First, the facts and statistics are quite out of date. Second, at the time of this writing the Internet was still fairly basic relative to today, and the book could certainly benefit from an updated perspective on this very important aspect of today's marketing. Third, this is not a book on tradeshow booth design, nor is it a resource putting an exhibit together. Those seeking specific advice on designing their exhibit space should look elsewhere.
All in all, this is a good book on tradeshow strategy and tactics. Those new to showing will greatly benefit from the information and suggestions outlined. The more experienced professional can be helped, as a broad range of subjects are covered in a well rounded manner.
About The Author:
Steve Miller has advised, consulted, and trained associations, trade show management companies, and corporations all over the world for nearly three decades. The principal of The Adventure of Trade Shows, he offers his client consulting services, seminars, and keynote speeches as well as educational products.
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Available at Amazon.com
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