"A plan is nothing; planning is
—General Dwight Eisenhower
•Table of Contents
•Chapter 4, excerpt
"Ms. Rocke has done an excellent
job describing how a person in charge of a booth at a trade
show can stay focused on the purpose of the trade show which
is to create leads...It is a must-read for anyone responsible
for any aspect of a trade show."
—Owen Jay Murphy, president, TransGlobal Consulting,
"Behind the Scenes: Managing
a Trade Show Without Losing Your Mind is a straightforward
guide to running a successful trade show. A no-nonsense
manual that taps directly into the author's eleven years
of experience managing trade shows in the high technology
—Midwest Book Review
Who uses Behind the Scenes?
•Trade Show Managers
•PR Agents and Agencies
Anyone involved in any aspect of the trade show program.
Pamela Rocke is a marketing consultant, writer, graphic artist
and author. She is also a former technical writer. Pam spent
many years coordinating trade shows for her company, a small
high tech manufacturer - up to ten per year.
"I learned how to manage trade shows on the job. A lot of
the information in my book - I learned the hard way. This is
the book I wish I'd had when I started out."
Pam knows that exhibiting at trade shows can generate substantial
profits. It's the best venue for launching a new product or
service. Exhibiting at trade shows gives a company exposure
to dozens of editors, trade magazines and media professionals.
But exhibiting is a complicated, specialized business. One
mistake can cost a company thousands of dollars, sometimes
tens of thousands!
No trade show is without its diversions. The trick is to avoid
the big mistakes while taking every advantage the show offers.
to Manage Trade Shows and Win Customers Without Losing Your Money,
Your Job or Your Company
Companies spend billions of dollars every year to exhibit at trade
shows. Billions and billions of dollars.
And trade shows are profitable. Many companies write 90% or more
of their yearly sales at trade shows.
Where else can a small mom and pop company have direct access
to the same potential customers as the largest corporations in
the world? Where else can any company meet face to face
with their current and future customers? Trade shows are the perfect
venue for a new product launch.
Trade shows can also be complicated, messy procedures. They can
be frustrating. And, while trade shows are an important part of
any sales effort, they can be money pits. Big money pits.
To make money exhibiting at trade shows, you need to know how
to choose the right shows. You
need to know how to quickly get the lead (trust me, the process
is unique.) To avoid the money pit, you need to know much more.
need to know how to...
•Select the best shows
•Choose the perfect exhibit space
•Plan the 12-month countdown
•Create a Master To-Do List
•Choose the right exhibit property
•Create the right signs for your exhibit
•Avoid shipping nightmares
•Train the booth staff
•Optimize public relations
•Solve common…and uncommon problems
Does this sound like hard work? It can be…if you have
a knowledge gap. You may not be one who packs the crates,
makes the signs or creates the press kits. But if any of these
tasks are botched, you lose!
Behind the Scenes: Managing a Trade Show
Without Losing Your Mind is packed with ten chapters,
two appendices and a full, easy-to-use index. It discusses everything
you need to know in order to be a successful exhibitor.
Behind the Scenes includes the a sample
Master To-Do Check List - a list of the tasks and forms you'll
need to complete, beginning at least 12 months before the show.
Behind the Scenes also includes a
sample Budget Worksheet.
Plus, three new
Bonus Report #1: Four Low-Cost, No-Cost Things
You Can Do To Promote Your Business - Now!
The Internet has leveled the playing field. Anyone, anywhere can
use the Internet to promote their products and services. You might
be surprised at these four simple low-cost or no-cost things you
can do to put the 'net on your side.
Bonus Report #2: The Secret of Color: Getting
the Most Out of Your Ads, Brochures, Web Sites and More
There's a psychology to color. Color has the power to create moods
and drive actions. Bonus Report #2 gives you five major color palettes,
complete with sample swatches, geared towards specific goals
1. Grab Me - Strength and Power
2. Professional, Polished and Mechanical
3. Ahhh! Fitness and Health
4. Energize Me - Sporting Goods and Active Lifestyle
5. You Can Trust Me - Law Firms, Investment Advisors, Insurance
Agents and More
Bonus Report #3: Three Secrets of the Golden Press
There are good press releases, and then there are great press releases.
The kind that has editors calling, asking for more. The kind that
shows up all over the web. Bonus Report
#3 gives you the three secrets to the Golden Press Release. You'll
read examples of "okay" releases. You'll read examples
golden releases. And then you'll learn how to make an okay release
All for only $21.95. Click
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to read Chapter 1, excerpt .
to read Chapter 4, excerpt .
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