Trade Show & Event Marketing: Plan, Promote & Profit 1st Edition
Ruth Stevens
ISBN-13: 9780324206241 | ISBN-10: 0324206240
© 2005 | Published |  352  Pages

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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.

  • 1. Introduction
    2. Trade Shows and Corporate Events
    3. Prior Planning: Do It Right the First Time
    4. All About the Trade Show Booth
    5. Trade Show Booth Management
    6. Event Promotions: Before, During, and After
    7. Business Event Marketing Beyond the Trade Show Booth
    8. Lead Geneartion and Qualification
    9. Lead Management and Nurturing
    10. Press and Publicity
    11. Post-Event Results Analysis
    12. Case Studies

    • Offers the latest thinking on effective trade show marketing strategies that generate results.
    • Provides insights and suggestions or measuring ROI from trade show efforts.
    • Makes an excellent "must have" reference for every marketing professional.
    • “Do your homework! Trade shows are expensive and time-consuming. Instead of just winging it, consider this practical, nuts and bolts approach to maximizing your return on investment.”

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    • Ruth P. Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She began her career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then joined Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division, and then spent three years in direct marketing management at IBM.

      Crain¿s BtoB magazine named Stevens one of the 100 Most Influential People in Business Marketing in 2002. Stevens also serves on the boards of the Direct Marketing Idea Exchange and the Direct Marketing Club of New York and is past chair of the Business-to-Business Council of the Direct Marketing Association. She is the author of The DMA Lead Generation Handbook, published in May 2002, a well as numerous articles in the business trade press. She has taught at New York University and teaches marketing to graduate students at Columbia Business School. Reach her at