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Updated by Matt LaClear on Mar 24, 2018
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Matt LaClear Matt LaClear
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Beats the Pants Off Your Competitors with These Exceptional Trade Show Books

If you're looking to get more results from your trade show exhibits in 2018, the books you find on this list will help you make that happen. Vote for your favorite one!

The 50 Secrets of Trade Show Success: Everything you need to know to succeed at your next trade show, from maximizing...

Are you sick and tired of getting mediocre results at trade shows?

Do you feel your booth looks just like everyone else’s?

Could your company be following up better on the leads you worked so hard to collect at the show?

If you answered ‘yes’ to any of these questions, then this book is for you.
Marketing Executives are struggling to justify their trade show budgets, but great results are often hard to achieve and even harder to measure and communicate.
The 50 Secrets of Trade Show Success provides a clear, step-by-step explanation of everything you need to know in order to succeed at your next trade show.
From maximizing lead generation, through choosing the best giveaways, to measuring accurate ROI – it’s all in here and ready to make you a marketing superstar!

The Trade Show Chronicles: Exhibition booth management, from A to Z

The only novel to put you in the shoes of an exhibitor, teaching you about trade shows and providing practical solutions to boost your ROI

The Trade Show Chronicles offers you all the tricks of a good exhibit strategy. Become a trade show expert while reading the story of Andrew, a young salesman organizing his company's booth at an exhibition. Learn about planning, budgeting, promotion, booth staffing, lead capture, results tracking and much more. Don't miss out on this great adventure!

You won't get long checklists or theories - the Trade Show Chronicles is full of directly applicable tips and very concrete suggestions. Event management can be easy - learn while entertaining yourself.

Trade Show Success Part 1: Staffing: How to Select, Train and Motivate Exhibit Staff

Success at a conference, convention, trade show or event is primarily determined by the men and women staffing the exhibit. According to CEIR 85% of an exhibitor’s success lies in the performance of the exhibit staff; on the show floor, people are the most influential factor in buyers' perceptions of a supplier, followed by the company, and finally its products and services. It’s up to your exhibit staff to provide attendees the experiences they want and generate the return your company expects. This article includes easy-to-apply tips on how to select, train and motivate your exhibit staff.

Powerful Exhibit Marketing: The Complete Guide to Successful Trade Shows, Conferences, and Consumer Shows

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.

Guerrilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close M...

"Follow the wisdom contained in this powerful volume and your treasury will grow and grow. I learned plenty." -- Og Mandino, author The Greatest Salesman in the World

"The Guerrilla Group has done it again! Guerrilla Trade Show Selling is the definitive book on how to sell more, faster and easier at trade shows. It is loaded with practical, proven principles, methods and techniques that anyone can use to double, triple and quadruple their revenues at any trade show they attend." -- Brian Tracy, author The Psychology of Achievement.

"Guerrilla Trade Show Selling is pure platinum for anyone who has to or wants to effectively work the trade show floor. It's loaded with practical, down-to-earth ideas worth thousands of dollars to anyone who reads and implements its great advice." -- Dr. Tony Alessandra, author The Platinum Rule.

"More about trade shows and sales techniques than I ever knew existed. The authors actually turn exhibiting into a profit center!" -- Alan Weiss, PhD, author Million Dollar Consulting

Trade Shows in the Globalizing Knowledge Economy

This book presents a radically innovative view on trade shows as knowledge-rich places, where firms learn through observation and interaction with other economic actors, and as enablers, rather than mere consequences, of globalization. Traditionally seen as marketing tools, trade shows are conceptualised as temporary clusters that facilitate the creation and diffusion of knowledge across geographical distances, even in the age of social media.

The book is organized in four parts. Part I lays out the conceptual foundations of the knowledge-based perspective, from the early development of trade fairs to modern-day events. Part II analyses specific global developments, focussing on the trade show ecologies of Europe, North America, and the Asia-Pacific region. Part III investigates differences in the nature of knowledge generation practices across international hub shows, exports shows, and import shows in different industries, and
investigates competition between such events. Part IV discusses the implications of a knowledge-based conceptualisation of trade shows.

The book will be of interest to scholars and students in economic geography, management, marketing, organization studies, political science, and sociology. It also has practical implications for trade show organisers on how to make their events more competitive through knowledge-based strategies; for industry associations and cities, on how to use these events for collective/place marketing purposes; and for policy makers, on how to use trade shows for export promotion and innovation
policies.

How to Work Your Trade Show Booth

Participating in a trade show is not fun and games. It is big business. There are over 10,000 grade shows in North America, and the majority of the exhibitors have no clue on how to work their booths effectively. In fact, surveys show that over 70% of the exhibitors never follow up on a lead. That's throwing away business - either not working it correctly on the front end or tracking prospects effectively on the back end.

Tom Richey, housing industry legend and veteran of many trade shows, teaches you how to correctly staff, run, and get the most from your trade show investment.

The World's Greatest Trade Show Marketing Guide

Participating in a trade show is not fun and games. It is big business. There are over 10,000 grade shows in North America, and the majority of the exhibitors have no clue on how to work their booths effectively. In fact, surveys show that over 70% of the exhibitors never follow up on a lead. That's throwing away business - either not working it correctly on the front end or tracking prospects effectively on the back end.

Tom Richey, housing industry legend and veteran of many trade shows, teaches you how to correctly staff, run, and get the most from your trade show investment.