{"product_id":"powerful-exhibit-marketing-isbn-9780470834695","title":"Powerful Exhibit Marketing","description":"\u003cb\u003eA complete guide to successful trade shows and exhibitions\u003c\/b\u003e  \u003cp\u003eTrade shows, consumer shows, product launches, sporting events, and other opportunities to interact face-to-face with customers have become an important part of the marketing mix. Recent studies show that the percentage of the total marketing communications budget spent on event marketing ranged from over 9% to a staggering 29%. In 2003, North America alone hosted over 13,000 trade and consumer shows, each one with hundreds of exhibitors, and thousands of visitors. Beyond traditional trade shows, there are countless other opportunities for exhibitors to interact with their customers directly and improve the bottom line, such as mall displays, corporate events, road shows, and permanent displays.\u003c\/p\u003e \u003cp\u003eWell chosen and executed events can shorten the sales cycle significantly and put you miles ahead of the competition, but you need to have an exhibit plan that's well thought out, organized, and executed. While some large organizations have a dedicated exhibit staff, often the role of exhibit management lands on the desk of an unsuspecting, overworked, or unwilling sales or marketing person who needs to get results from their exhibit investment, but doesn't know where to start. \u003ci\u003eThe Power of Exhibit\u003c\/i\u003e provides the step-by-step advice you need to exhibit successfully. This definitive guide to trade shows and other event marketing shows how to set objectives, budget for your event and measure its success in ROI, choose the right show and find the right audience, turn leads into business, design booths, work the show, gather information and intelligence, and much more.\u003c\/p\u003e  Acknowledgments.  \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eWhat Is Exhibit Management?\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE: MANAGING THE FISCAL RESOURCES.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1. Exhibiting Objectives.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThree Levels of Exhibit Objectives.\u003c\/p\u003e \u003cp\u003eGet Focused.\u003c\/p\u003e \u003cp\u003eQuantify Your Objectives.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2. Budgeting and Financial Management.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCalculate the Amount of Exhibit Space Required.\u003c\/p\u003e \u003cp\u003eThe Final Budget.\u003c\/p\u003e \u003cp\u003eFinancial Management.\u003c\/p\u003e \u003cp\u003eExhibit Annual Report.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3. Choosing the Right Event.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstand Your Objectives.\u003c\/p\u003e \u003cp\u003eDefine Your Audience.\u003c\/p\u003e \u003cp\u003eEstablish a Customer Profile.\u003c\/p\u003e \u003cp\u003eFocus on Your Market.\u003c\/p\u003e \u003cp\u003eRank Your Customer Profiles in Order of Priority.\u003c\/p\u003e \u003cp\u003eWhere Do You Find Places to Exhibit?\u003c\/p\u003e \u003cp\u003eHow to Choose the Right Event.\u003c\/p\u003e \u003cp\u003eWhere to Find Suitable Events.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO: MANAGING THE PHYSICAL ASPECTS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4. Create Your Three-Dimensional Marketing Experience.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating the Experience.\u003c\/p\u003e \u003cp\u003eInterest.\u003c\/p\u003e \u003cp\u003eMemorability.\u003c\/p\u003e \u003cp\u003eConnectivity.\u003c\/p\u003e \u003cp\u003eDeveloping Your Display Needs Analysis.\u003c\/p\u003e \u003cp\u003eCreate a Request for Proposal (RFP).\u003c\/p\u003e \u003cp\u003eThe Design Schedule.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5. Your Display—the Nuts and Bolts.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSystem: Custom or Hybrid?\u003c\/p\u003e \u003cp\u003eColor.\u003c\/p\u003e \u003cp\u003eLighting.\u003c\/p\u003e \u003cp\u003eFlooring.\u003c\/p\u003e \u003cp\u003eSigns and Graphics.\u003c\/p\u003e \u003cp\u003eTechnology.\u003c\/p\u003e \u003cp\u003eBooth Configuration.\u003c\/p\u003e \u003cp\u003eLayouts.\u003c\/p\u003e \u003cp\u003eHeight.\u003c\/p\u003e \u003cp\u003eCustoms and Duty.\u003c\/p\u003e \u003cp\u003eStorage.\u003c\/p\u003e \u003cp\u003eEmergency Supplies Box.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6. Enhancements.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLocation.\u003c\/p\u003e \u003cp\u003ePlants and Flowers.\u003c\/p\u003e \u003cp\u003eHospitality.\u003c\/p\u003e \u003cp\u003eDemonstrations.\u003c\/p\u003e \u003cp\u003eCollateral Material.\u003c\/p\u003e \u003cp\u003eDraws.\u003c\/p\u003e \u003cp\u003eIn-Booth Activities.\u003c\/p\u003e \u003cp\u003ePromotional Products.\u003c\/p\u003e \u003cp\u003eSponsorships.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7. Pre-Show Promotion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInvitations.\u003c\/p\u003e \u003cp\u003ePublic Relations.\u003c\/p\u003e \u003cp\u003eAdvertising.\u003c\/p\u003e \u003cp\u003eWeb Announcements.\u003c\/p\u003e \u003cp\u003eOther Promotional Ideas.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE: MANAGING THE HUMAN RESOURCES.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8. Pre-Show Briefing.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAttendees’ Behavior.\u003c\/p\u003e \u003cp\u003eBooth Staff Personality.\u003c\/p\u003e \u003cp\u003eThe Third Element: The Type of Training.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9. The Four Stages of Boothing.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStage 1. Entry Level.\u003c\/p\u003e \u003cp\u003eStage 2: Better but Still a Long Way to Go.\u003c\/p\u003e \u003cp\u003eStage 3: The First Sign of Real Improvement.\u003c\/p\u003e \u003cp\u003eStage 4: Where Real Results Are Found.\u003c\/p\u003e \u003cp\u003eThe Skills.\u003c\/p\u003e \u003cp\u003eThe Six People You Are Likely to Meet at a Trade Show.\u003c\/p\u003e \u003cp\u003eMotivate the Doers.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10. Breaking the Ice.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDo #1: Ask Open Questions.\u003c\/p\u003e \u003cp\u003eDo #2: Focus on Business.\u003c\/p\u003e \u003cp\u003eDon’t #1: Don’t Ask a Question If You Don’t Want the Answer.\u003c\/p\u003e \u003cp\u003eDon’t #2: Don’t Ask a Question If You Don’t Know What to Do with the Answer.\u003c\/p\u003e \u003cp\u003eDon’t #3: Don’t Ask a Question That Leads to a Pitch.\u003c\/p\u003e \u003cp\u003eThree Ice-Breaking Scenarios.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11. Gathering Information.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA = Authority.\u003c\/p\u003e \u003cp\u003eC = Capability.\u003c\/p\u003e \u003cp\u003eT = Time.\u003c\/p\u003e \u003cp\u003eI = Identity.\u003c\/p\u003e \u003cp\u003eO = Obstacles.\u003c\/p\u003e \u003cp\u003eN = Need.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12. Making Effective Show Presentations.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaintain Focus.\u003c\/p\u003e \u003cp\u003eGood Time Management Practices.\u003c\/p\u003e \u003cp\u003eThe Presentation.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13. Disengaging.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Presumptive Disengagement.\u003c\/p\u003e \u003cp\u003eThe Conciliatory Disengagement.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14. Developing Rapport with Potential Clients.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWords.\u003c\/p\u003e \u003cp\u003ePara-Verbal.\u003c\/p\u003e \u003cp\u003eNonverbal.\u003c\/p\u003e \u003cp\u003ePrior to Approaching.\u003c\/p\u003e \u003cp\u003eRapport during the Ice Breaker.\u003c\/p\u003e \u003cp\u003eRapport during Information Gathering.\u003c\/p\u003e \u003cp\u003eWhat to Look for.\u003c\/p\u003e \u003cp\u003eMaslow's Hierarchy and the Rapport-Building Process.\u003c\/p\u003e \u003cp\u003eRapport during the Disengagement.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15. Turning Leads into Business.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSales Objectives.\u003c\/p\u003e \u003cp\u003eSample Letters.\u003c\/p\u003e \u003cp\u003eContinuous Follow-up.\u003c\/p\u003e \u003cp\u003eStay in Touch.\u003c\/p\u003e \u003cp\u003eCommunication Objectives.\u003c\/p\u003e \u003cp\u003eA Guideline for Creating Your Follow-up Plan.\u003c\/p\u003e \u003cp\u003eA Note About Privacy.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16. Gathering Strategic Intelligence at a Show.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Strategic Intelligence Team.\u003c\/p\u003e \u003cp\u003eYour Strategic Intelligence Plan.\u003c\/p\u003e \u003cp\u003eStep 1: Set Up Definitions and Objectives.\u003c\/p\u003e \u003cp\u003eStep 2: Do the Research.\u003c\/p\u003e \u003cp\u003eStep 3: Assign Responsibilities and Create a Schedule for Your Strategic Intelligence Team.\u003c\/p\u003e \u003cp\u003eStep 4: Gathering the Information.\u003c\/p\u003e \u003cp\u003eStep 5: Develop the Walking Plan.\u003c\/p\u003e \u003cp\u003eStep 6: Strategic Intelligence Overlap.\u003c\/p\u003e \u003cp\u003eStep 7: Combat Information Overload.\u003c\/p\u003e \u003cp\u003eStep 8: Evaluate Your Results.\u003c\/p\u003e \u003cp\u003eIn Conclusion.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cb\u003eBARRY SISKIND\u003c\/b\u003e, President of International Training and Management, is one of North America’s foremost trade and consumer show experts, and a sought-after professional speaker. He conducts workshops and speaks to 30,000-40,000 people across North America and internationally each year. Siskind’s clients include Nortel Networks, JDS Uniphase, Novartis, Glaxo-Smith Klein, Bank of Montreal, and Royal Bank of Canada. He is the trainer of choice for DMG World Media (one of the largest trade show operators in the world), and Nimlok (the second largest booth manufacturer in the world). Siskind has written over 500 original articles for trade and consumer publications, including \u003ci\u003eThe Globe and Mail\u003c\/i\u003e, \u003ci\u003eMarketing\u003c\/i\u003e, and \u003ci\u003eExhibitor Magazine\u003c\/i\u003e. He is also the author of \u003ci\u003eBumblebees Can’t Fly\u003c\/i\u003e, \u003ci\u003eEagles Must Soar\u003c\/i\u003e, and \u003ci\u003eMaking Contact.\u003c\/i\u003e  Trade shows, consumer shows, product launches, corporate events, professional conferences and other opportunities to interact face-to-face with customers have become an important part of the marketing mix. Well chosen and executed events can shorten the sales cycle significantly and put you miles ahead of the competition, but you need to have an exhibit plan that’s well thought out, organized and executed, \u003ci\u003ePowerful Exhibit Marketing\u003c\/i\u003e provides the step-by-step advice you need to get real results from your exhibits, Learn how to:  \u003cul\u003e \u003cli\u003eSet objectives, budget for your event, and measure its success\u003c\/li\u003e \u003cli\u003eChoose the right show and find the right audience\u003c\/li\u003e \u003cli\u003eDevelop an action plan for working the show\u003c\/li\u003e \u003cli\u003eDesign an attractive, memorable, and effective booth\u003c\/li\u003e \u003cli\u003eCreate promotions and in-booth activities that work\u003c\/li\u003e \u003cli\u003eTurn leads into business\u003c\/li\u003e \u003cli\u003eGather customer information and competitive intelligence\u003c\/li\u003e \u003cli\u003eFollow up successfully\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989827961061,"sku":"NP9780470834695","price":38.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470834695.jpg?v=1761785598","url":"https:\/\/k12savings.com\/products\/powerful-exhibit-marketing-isbn-9780470834695","provider":"K12savings","version":"1.0","type":"link"}