Description
To help marketers maximize the effectiveness of their trade shows, Stevens offers an overview of trade show strategy and specific ideas and examples for implementing that strategy. She explains how to set objectives, select events best suited to particular marketing goals, manage all aspects of a trade show booth, and use the right metrics for measuring success. She also includes ten case histories from a range of companies. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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.
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