Barry Siskind

Powerful Exhibit Marketing (eBook, ePUB)

The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows

• Format: ePub

Produktbeschreibung

A complete guide to successful trade shows and exhibitions Trade 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. 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. 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. The Power of Exhibit 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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 302
• Erscheinungstermin: 25. Februar 2010
• Englisch
• ISBN-13: 9780470675496
• Artikelnr.: 37753828

Autorenporträt

BARRY SISKIND, 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 The Globe and Mail, Marketing, and Exhibitor Magazine. He is also the author of Bumblebees Can't Fly, Eagles Must Soar, and Making Contact.

Inhaltsangabe

Acknowledgments. Introduction. What Is Exhibit Management? PART ONE:
MANAGING THE FISCAL RESOURCES. Chapter 1. Exhibiting Objectives. Three
Levels of Exhibit Objectives. Get Focused. Quantify Your Objectives. In
Conclusion. Chapter 2. Budgeting and Financial Management. Calculate the
Amount of Exhibit Space Required. The Final Budget. Financial Management.
Exhibit Annual Report. In Conclusion. Chapter 3. Choosing the Right Event.
Understand Your Objectives. Define Your Audience. Establish a Customer
Profile. Focus on Your Market. Rank Your Customer Profiles in Order of
Priority. Where Do You Find Places to Exhibit? How to Choose the Right
Event. Where to Find Suitable Events. In Conclusion. PART TWO: MANAGING THE
PHYSICAL ASPECTS. Chapter 4. Create Your Three-Dimensional Marketing
Experience. Creating the Experience. Interest. Memorability. Connectivity.
Developing Your Display Needs Analysis. Create a Request for Proposal
(RFP). The Design Schedule. In Conclusion. Chapter 5. Your Display--the
Nuts and Bolts. System: Custom or Hybrid? Color. Lighting. Flooring. Signs
and Graphics. Technology. Booth Configuration. Layouts. Height. Customs and
Duty. Storage. Emergency Supplies Box. In Conclusion. Chapter 6.
Enhancements. Location. Plants and Flowers. Hospitality. Demonstrations.
Collateral Material. Draws. In-Booth Activities. Promotional Products.
Sponsorships. In Conclusion. Chapter 7. Pre-Show Promotion. Invitations.
Public Relations. Advertising. Web Announcements. Other Promotional Ideas.
In Conclusion. PART THREE: MANAGING THE HUMAN RESOURCES. Chapter 8.
Pre-Show Briefing. Attendees' Behavior. Booth Staff Personality. The Third
Element: The Type of Training. In Conclusion. Chapter 9. The Four Stages of
Boothing. Stage 1. Entry Level. Stage 2: Better but Still a Long Way to Go.
Stage 3: The First Sign of Real Improvement. Stage 4: Where Real Results
Are Found. The Skills. The Six People You Are Likely to Meet at a Trade
Show. Motivate the Doers. In Conclusion. Chapter 10. Breaking the Ice. Do
#1: Ask Open Questions. Do #2: Focus on Business. Don't #1: Don't Ask a
Question If You Don't Want the Answer. Don't #2: Don't Ask a Question If
You Don't Know What to Do with the Answer. Don't #3: Don't Ask a Question
That Leads to a Pitch. Three Ice-Breaking Scenarios. In Conclusion. Chapter
11. Gathering Information. A = Authority. C = Capability. T = Time. I =
Identity. O = Obstacles. N = Need. In Conclusion. Chapter 12. Making
Effective Show Presentations. Maintain Focus. Good Time Management
Practices. The Presentation. In Conclusion. Chapter 13. Disengaging. The
Presumptive Disengagement. The Conciliatory Disengagement. In Conclusion.
Chapter 14. Developing Rapport with Potential Clients. Words. Para-Verbal.
Nonverbal. Prior to Approaching. Rapport during the Ice Breaker. Rapport
during Information Gathering. What to Look for. Maslow's Hierarchy and the
Rapport-Building Process. Rapport during the Disengagement. In Conclusion.
Chapter 15. Turning Leads into Business. Sales Objectives. Sample Letters.
Continuous Follow-up. Stay in Touch. Communication Objectives. A Guideline
for Creating Your Follow-up Plan. A Note About Privacy. In Conclusion.
Chapter 16. Gathering Strategic Intelligence at a Show. Your Strategic
Intelligence Team. Your Strategic Intelligence Plan. Step 1: Set Up
Definitions and Objectives. Step 2: Do the Research. Step 3: Assign
Responsibilities and Create a Schedule for Your Strategic Intelligence
Team. Step 4: Gathering the Information. Step 5: Develop the Walking Plan.
Step 6: Strategic Intelligence Overlap. Step 7: Combat Information
Overload. Step 8: Evaluate Your Results. In Conclusion. Index.