Complete Guide to Exhibition Marketing

Author: (USA) Barry Siskind / Zheng Rui
Publisher:
Publish Date: 2005-03-01
Features: Bestselling 80,000 copies in the USA! Unleash Your Trade Show Magic Choosing the right trade show for your product is just the beginning. Setting detailed goals, careful planning, cautious execution, and energetic follow-up are all essential to ensure substantial returns from trade shows. Whether you're a novice or an experienced professional looking to improve, the secrets to successful trade shows mentioned in this book will greatly benefit you. This newly upgraded and expanded guide covers extensive data to provide complete solutions to the problems you may encounter at trade shows. For example:
· How do I set my trade show goals?
· Which type of booth is most suitable?
· How do I overcome the obstacles of time, attitude, and fatigue to build rapport with exhibitors?
· How can I capture a visitor's attention in 3 seconds?
· How can I use body language to identify and confirm potential clients?
· How can I leverage the post-show impact to achieve profits?
To successfully dominate domestic and international markets through trade shows, certain skills and strategies are required. These skills and strategies have been continuously refined over centuries. In fact, some basic sales techniques used in ancient Eastern antiques trading are still widely employed today. Successful selling is essentially an effective way of communicating among people. While selling products or services is the focus of sales, its primary objective is to establish good communication between customers and salespeople. Whether it's an ancient merchant shouting "Hey, I think we should do a deal!" at a market or today's top sales professionals solving urgent problems for new clients, their verbal communication aims to build rapport—to gather more information until the final transaction is made.
The Ultimate Trade Show Marketing Guide (originally titled The Successful Trade Show Handbook) is a reference book written for management and professionals dedicated to the international and domestic trade show industry. According to data from The Trade Show Weekly, more than 10,000 trade shows are held annually in North America. Over one million companies attend, with exhibition spending exceeding $20 billion. Clearly, the trade show industry is a big pie, but many companies, especially their staff, participate in trade shows solely out of interest. The principles discussed in this book apply to every industry professional. Everyone should understand the importance of their individual responsibilities. For employees in your company, as long as they are involved in trade show work, they must thoroughly study the content of this book.
To cater to both newcomers and seasoned professionals in the trade show industry, the book is divided into three chapters:
Chapter 1 – Pre-Show Preparation: The key to a successful trade show lies in meticulous planning and preparation before it begins.
Chapter 2 – During the Show: Staff must be well-versed in all essential sales and work skills required on-site.
Chapter 3 – Post-Show Follow-Up: To avoid losing ground after the show, follow-up steps must be properly arranged and executed, along with in-depth analysis of the results.
Use the tables included in this book as part of your planning and execution process. By following the guidance step by step, the final outcome will satisfy everyone. Even if you don't shout like an Eastern merchant, you can use professional marketing techniques to win over more customers.