The Complete Idiots Guide to Trade Shows will help you make the most of your time - and money - when exhibiting or attending trade shows.
- Expert advice on how to utilize your booth space to best exhibit your wares without breaking your budget
- Ideas for inexpensive yet effective giveaways and other promotions
- Information on new technologies to help make your products stand out from the crowd and make any show a success.
Linda Musgrove - The Complete Idiots Guide to Trade Shows
More than 13,000 trade shows and conventions are held in America each year. They range from the huge, glitzy Las Vegas events that draw tens of thousands and cost the exhibiting companies millions of dollars, to smaller regional affairs that cost thousands. However, whether you’re Microsoft or Sally’s Gift Baskets, it’s important to get the most out of the dollars spent on trade shows. These shows become easily overwhelming to the attending employees. Between traveling, setting up the booth, exhibiting, and “walking the floor” in search of new products or clients, there’s always too much to do in too little time. How do you make the most of out your convention budget?
Seasoned exhibitor and trainer Linda Musgrove has the answers in The Complete Idiot’s Guide® to Trade Shows. In this unique and practical book, she shares her insider’s knowledge accumulated over many years in the business about:
- Booth costs and how to save money-- and still have a great booth
- Marketing tips inside and outside the show
- Staffing and travel strategies
- Juggling sales, customer relations, and innovation at the show
- Networking skills to build lasting business relationships
- Adjusting expectations to meet the exhibition and your goals
- Spending smart on giveaways and other promotions
- New technologies that will make any show a success
There are literally thousands of trade shows every year in the United States alone. Given that many of those shows last multiple days that means on any average day there are a great deal of different trade shows going on somewhere in the country.
Trade Shows are big business and exhibiting in one is neither an easy nor a low budget undertaking. Unlike with many other marketing approaches, there really is no easy and cheap way to try it out. When you decide to exhibit at a trade show, you are making a significant commitment in both time and financial resources and you have to be in it to succeed. There is too much at stake to just go there and see what happens.
The good news is that with the right preparation and strategy, your investment in trade shows will easily pay off. There wouldn’t be thousands of trade shows per year if the concept didn’t work.
Even well before becoming a trade show consultant I organized exhibits for businesses over many years and learned many lessons the hard way, by trial and error. Given the size of the trade show industry and the cost involved in exhibiting, it is really surprising how many companies do so many things wrong. The primary reason for that is a lack of preparation. As you will learn in this book, there is little to be left to chance and detailed planning and research is a condition of success.
If you do put in the necessary effort, there is no reason why trade show exhibiting shouldn’t be the most profitable lead generation source for your company.
When I was first approached about this book I didn’t even hesitate for a moment before agreeing to write it. I always felt there was need for a book that helps the busy marketing professional who one morning gets thrown into the role of trade show manager and has to make sense out of the many often overwhelming bits and pieces that make up trade show exhibiting.
This book will guide you through the various parts and phases that lead to a successful and rewarding trade show experience. But keep in mind the market, your customers and your products will continue to evolve and you will have to continuously fine tune your exhibiting to get the good results you are looking for.