COVID-19 Response at

Read what we're doing...

Powerful Exhibit Marketing


Product Description
Product Details

Table of Contents

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.

About the Author

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.

Ask a Question About this Product More...
Write your question below:
Look for similar items by category
Home » Books » Business » Sales » General
People also searched for
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 8% commission by selling Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Item ships from and is sold by Fishpond Retail Limited.
Back to top