Trade Show & Event Marketing: Plan, Promote & Profit

By Ruth Stevens

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0324206240
• ISBN13: 9780324206241
• Release Date: February 2005
• Publisher: Cengage Learning
• Length: 352 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.3" x 6.2" x 9.3"

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.

Justify Your Trade Show Investment

Ruth has hit all the right buttons in this book. As a trade show consultant, too many of my clients focus on the display and event on the show floor, neglecting the pre-show and post-show part of the medium. When you take Ruth's well-documented book literally and plan, promote, you will indeed profit. Especially with proper post-show lead development. I am sending copies of this one to my best clients and prospects.

Outstanding On Trade Show and Event Management

Ruth P. Stevens, Trade Show and Event Marketing, is an excellent resource for helping to strategize, plan, manage, and market for the event industry. Her book includes 10 case histories which help with an understanding of the planning and promoting of events. If you are looking for something practical, which also hits on strategy, than this is the right book for you. Her goal in writing this book is to help with making event marketing valuable and effective, and to provide means to demonstrate ROI. She helps connect metrics to your objectives. As a direct marketer who is involved with event and trade show marketing, I found this book helpful for developing strategic approaches to event marketing. Ruth Stevens has a couple of objectives in this book to help business marketers: 1. Make trade shows and corporate events a valuable and effective part of their entire go-to-market strategies. 2. Manage their business event investments in a way that provides demonstrable ROI. This book is a must for any event marketer. If you are looking for something that hits both strategy and gets into some helpful tactics than this book is for you. I highly recommend it.

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.

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.