This book is both fun and easy to read. Whether you’re new to sales or a seasoned veteran, you’ll become better at what you do as a result of spending a few hours with author Mike Marchev on the pages of Become The Exception. This is truly a refreshing approach to sales and marketing as you know it.
Schultz, Don E./ Schultz, Heidi F.
Brand Babble is another Don Schultz straight-talking, no-nonsense piece that brilliantly cuts through advertising hype to reveal the common sense of branding. It's full of great examples and solid business propositions. It will ruffle a few feathers as it logically demonstrates that brands must have a meaningful value proposition. If you want to understand brand building, you have to read this book.
Eiseman, Leatrice
This book contains all new material to help you make effective, unique and credible color choices. Based on research and filled with hundreds of color combinations and illustrations, this book presents color expert, Leatrice Eiseman's insights on color and emotion, and addresses how best to integrate these qualities into your work, insuring your intended message is communicated. Experience inspiration through the most effective combinations for communicating moods, ranging from assertive to provocative or intimate, and many other moods.
McConnell, Ben/ Huba, Jackie/ Kawaski, Guy
When customers are truly thrilled about their experience with your product or service, they can become outspoken "evangelists" for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers. Authors Ben McConnell and Jackie Huba explain how to convert already loyal customers into influential and enthusiastic evangelists. The year-long research project that led to "Creating Customer Evangelists" outlines the framework for developing evangelism marketing strategies and programs. The ultimate goal is to create communities of influencers who drive sales or membership for your company or organization.
Saget, Allison/ Vessenes, Peter
Author Allison Saget shares her “EventBLT” approach of brand recognition, lead generation and thought leadership, which centers on themes of extending the brand and shortening the sales cycle. The 304-page paperback book also includes ideas on how to integrate events into a marketing plan, reach the target audience and leverage vendor relationships.
Friedmann, Susan
The all-in-one Tool Kit that guides you through planning, promoting, and getting the most out of your exhibit. It includes 41 checklists that will make it simple to pay attention to every important detail of your upcoming trade show event.
Jurisevic, S. Ivan
Are the shows you attend worthwhile? Or are you attending just because you've attended that show in the past? How many sales are you going to make? Can you qualify the results from every exhibition you attend? Does preparing for or attending an exhibition stress you?
With this experience in the exhibition industry stretching back to 1986, Ivan Jurisevic will guide you through his proven, step-by-step, calendar-based system of selecting, planning and managing your attendance at any exhibition or trade show.
Susan Friedmann
If you need the basics on every aspect of exhibiting this incredible series of 48 tip sheets are just right for you. Compiled in an easy-to-use binder and now with a CD of all the tip sheets in PDF format. It's easy to make copies available to your entire exhibiting team. A MUST for every exhibit marketing department.
Pine, B. Joseph/ Gilmore, James H.
With The Experience Economy, Pine & Gilmore explore how successful companies — using goods as props and services as the stage — create experiences that engage customers in an inherently personal way. Why does a cup of coffee cost more at a trendy cafe than it does at the corner diner or when brewed at home? It's the value that the experience holds for the individual that determines the worth of the offering and the work of the business. From online communities to airport parking, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating engaging experiences for both consumers and corporate customers. Make no mistake, say Pine & Gilmore: goods and services are no longer enough. Experiences are the foundation for future economic growth, and The Experience Economy is the playbook from which managers can begin to direct new performances.
Rodger E Axtell
As featured in the New York Times and Reader’s Digest "An eye-opener into the pitfalls awaiting the unaware traveler." —Washington Post "Can save the innocent abroad from great gobs of serious trouble." —Chicago Tribune Before you raise your hand to signal the waiter, extend your thumb to hitchhike, or flash the "O.K." sign with thumb and forefinger, Stop! Think of where you are and exactly what you are trying to say—otherwise you could create an international incident. Remember when President Bush thought he was flashing the "V" for Victory sign to cheering Australians? (See inside.) Exploring the ins and outs of body language from head to toe, this newly revised and expanded edition of Roger Axtell’s indispensable guide takes you all around the world of gestures—what they mean, how to use them, and when to avoid them. This latest edition includes:
• Updates about the 200 most popular gestures and signals—and dozens of new examples
• New sections covering special gestures—from American Sign Language and tai chi to flirting and kissing
• Information to guide you through gestures country by country—from Switzerland to Japan, Nigeria to the Netherlands
• Amusing anecdotes and helpful hypothetical scenarios
Jay Conrad Levinson, Mark S. A. Smith, Orvel Ray Wilson
Guerrilla Trade Show Selling is a fast-paced, idea-packed, quick-reading book describing what you need to do, say, and think about to meet more people, get more leads, and close more sales at your next trade show. Here's a sample of what you get...
• What to do before the show opens.
• The magic question that will increase the contact rate of your follow-up phone calls to almost 100%.
• How to virtually guarantee a successful show.
• How to feel great, even after a long show day.
• How to move visitors along.
• Checklists and time lines for your show success.
• Plus much, much more.
Miller, Steve
When you exhibit at a trade show, you’re in competition with everybody else. The average attendee who walks the show is exposed to a mind-boggling array of sights and sounds. You need YOUR booth to cut through the clutter. Get a head start by designing a "Wow!’ booth, using the tips in this powerful book.
This book starts by explaining the "why" of booth design, and how to avoid the traps that many exhibitors fall into. The authors explain why you have just one chance to get the prospect in your booth. They also tell you how use your booth to send the right message, one that will make the attendee want to stop. The book takes you through the "how" of booth design - from planning and budgeting, to choosing a designer, to making the maximum impact by creating a "visual speedbump." Whether or not you have a big budget, you can use the information in this book to design a booth that will stand out from the crowd.
Miller, Steve
Proper planning and effective management of your trade show presence are the keys to trade shows uccess for every business. Loaded with real-lifeexamples and brimming with practical guidance on how top Ian and execute a trade show marketing effort, How to Get the Most Out of Trade Shows includes expert advice on:
• Selecting the right trade shows to attend
• Setting show objectives
• Designing effective booth displays
• Attracting prospects to your booth
• SelIing on the floor
• Following upon leads
Schultz, Don E./ Schultz, Heidi, Ph.D.
Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to th2e IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today's IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships.
Steve Miller
As an exhibitor at a trade show, your challenge is to stand out from all the other exhibitors, each one vying for the attendees' attention. After all, the average attendee will only visit approximately 30 exhibitors, regardless of how large or small the show is. How do you make sure those qualified prospects pick YOU out of the crowd? The answer is more than a well-designed exhibit. It can be summed up in one word: Promotions. Promotions - before, during and after the show - can be the one tool that separates you from hundreds, possibly thousands of other exhibitors.
Over 66 Tips & Tricks to Supercharge Your Trade Show Promotions walks you through the process of developing and planning effective, and more importantly, profitable trade show promotions. In this easy-to-read, information-packed book, you'll learn everything you need to know to ensure a successful show before you go. This book takes you through the process, from clearly defining your targeted attendee based on your objectives, to how to come up with innovative promotional ideas, examples of successful promotions, and much more.
Steve Miller
12 Ways to Get the Most from Over 88 Tips & Ideas to Supercharge Your Exhibit Sales
1. Exposition managers should send a copy to all their exhibitors. Corporations should send a copy to all their salespeople and exhibit staffers.
2. Assign Over 88 Tips .... to all of your salespeople to read in the next 3 weeks.
3. Ask them to write down the 12 best ideas they see in the book as they read through it. At your next sales meeting, have each person read his/her list.
4. Have your salespeople agree on the most significant ideas they got from reading the book and list them on a flip chart.
5. Have your salespeople prioritize the ideas and set specific timetables for implementing them at the next show.
6. Make Over 88 Tips ..... required reading for every new salesperson in addition to your regular in-house training material. Design a 20 question quiz that tests the basic material.
7. Use role-playing to help your exhibit staffers more effectively open a conversation with a stranger and qualify them in under three minutes
8. Send a copy of Over 88 Tips ..... to the highest level sales manager in your company for his/her feedback and comments.
9. Design and post a chart showing the objectives and results of each individual staffer for each day of the show.
10. Look for your own tips and techniques and add them on the blank pages in the back of the book. Then fax them to The Adventure of Trade Shows for inclusion in future editions of Over 88 Tips .....!
11. Have a pre-show meeting immediately before your next major show to thoroughly plan your show strategy and tactics using Over 88 Tips ..... as your guide.
12. From now on, before every trade or consumer show, quickly scan Over 88 Tips ..... as a refresher course for staying on track.
Siskind, Barry
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.
Susan Friedmann
You will learn:
* Why positioning yourself as an Expert in a Niche--a sweet spot known as a nichepreneur--is the most surefire route to success any service professional could want.
* The GEL Formula: Friedmann's proven technique that shows service professionals how to find the professional niche that makes the best use of their skills while yielding maximum profit.
* The Seven Secrets nichepreneurs need to know to create, claim, and benefit from their Expert Identity.
* Creative ways to create secondary, even tertiary, income streams capitalizing on the benefits of "Being the Expert."
Margit Weisgal
Show and Sell gives you the tools and techniques you need to make your trade show exhibits an overwhelming success. And it's the only book that completely covers the key areas of promotion, advertising, and in-booth dialogue. From pre-show promotions to on-site selling skills to follow-up mailings, Show and Sell helps you plan a total, synergistic promotion that gets results.
Steve Miller
If you ever work a trade show, or are in charge of staffers who do... YOU NEED THIS BOOK! Trade shows can and should be great sales and marketing tools for corporations today. But like any other tools, they have to be approached carefully and intelligently. The problem is that too many exhibitors and exhibit staffers dont take the time to do their homework when preparing for a show. Sure, they put together a great looking exhibit and jam it with lots of products. Sure, they take thousands of brochures and catalogs to give out to prospects. Sure, they have preshow meetings to teach staffers about what products are on display, what their work shifts are, where the bosses will be hanging out, and where everybody will be having dinner. But the hard fact is that most corporations rely on the experience of their staffers to ultimately achieve success. They rely on staffers to already know how to work a show. They rely on staffers to know how to approach attendees, initiate conversations, determine the quality of the interaction, identify top prospects, capture contact information, and establish a mutually agreed-to, post-show
follow-up action step. ...and too often that reliance would be sadly misguided.
This celebrated New York Times bestseller -- now poised to reach an even wider audience in paperback -- is a book that is changing the way Americans think about selling products and disseminating ideas.
Ruth P. Stevens
To help marketers maximize the effectiveness of their trade shows, Stevens offers an overview of trade show strategy and specific ideas and examples for implementing that strategy. She explains how to set objectives, select events best suited to particular marketing goals, manage all aspects of a trade show booth, and use the right metrics for measuring success. She also includes ten case histories from a range of companies.
The Planning Shop
At some point almost every business exhibits its products or services at a trade show - whether it's a major exposition or an industry conference. The person in charge of their company's booth at a trade show has to manage many details from picking the booth, getting everything set up and making sure potential customers come to the booth. Whether it's their first trade show or someone is looking to improve results, this handy guide shows readers how to manage logistics and get the most out of their trade show dollars. A step-by-step timeline covers selecting and designing a winning booth, saving money on trade show services, developing promotions that drive attendees to the booth, detailed logistics planning including preparing budgets, and sample scripts for talking to people who visit the booth. Also included are secrets from trade show pros on turning browsers into buyers, which freebies work and which ones don't, and keys to effective follow-up. Written by small business expert Rhonda Abrams, and Betsy Bozdech, this book covers all the most important aspects of developing and delivering a successful trade show experience.
Hill, Matthew
This fun-to-read, Tongue-In-Cheek handbook of trade show selling skills, written by Matthew Hill, President of The Hill Group, covers the following topics (and many more): *Besides Free Food, Why Go to Pre-Show Meetings?
*SMART Objectives, DUMB Ideas
*Personal Stretch Time: Being Pleasant
*Non-Violent Ways of Getting Attention
*Offending International Visitors
*Qualified or Time-Waster? - You're the Judge and Jury
*Disposing of Human Debris
*Your Demos Probably Suck
*Get Good at Visitor Manipulation
*Establish Your Own Escort Service
*A New Concept: Be Productive
*How to be a Trade Show Idiot This book should be required reading for: Salespeople, Marketing People, Sales & Marketing Managers, Product Managers, MarCom People, and anyone else foolish enough to work a trade show.
Bayan, Richard
Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.
Written by Margit B. Weisgal, CME, this is a current best seller in the industry. Show And Sell gives you the tools and techniques you need to make your trade show exhibits an overwhelming success. And, it's the only book that completely covers the key areas of promotion, advertising, and in-booth dialogue. From pre-show promotions, to on-site selling skills, to follow-up mailings, Show and Sell helps you plan a total, synergistic promotion that gets results.
Exhibiting has two essential ingredients: the hardware and the software. Hardware refers to the actual exhibit and materials - the physical means of creating the right image and attracting the right audience. The software includes the planning and implementation of programs required to make the face-to-face interaction possible. To do the job well, the savvy exhibitor must carefully orchestrate both of these elements into one harmonious package with one goal in mind, - results. In a nutshell, that’s what Powerful Exhibit Marketing is all about.
This definitive guide to trade show success provides step-by-step advice for successful exhibiting including how to: set objectives; budget for your event; measure ROI; turn leads into business; and much, much more!
