A review of: The Complete IDIOT’S Guide to Trade Shows, by Linda Musgrove

comnplete idiots guide to trade shows-resized-600Some of the many “Complete IDIOT’S Guide” style of books may seem to be written as if their anticipated reader is indeed, a complete idiot; however, this particular book, published in 2009, is encyclopedic in its coverage of all topics related to trade shows. The author painstakingly reviews the entire gamut of trade show exhibition and planning, clearly demonstrating a thorough analysis and understanding of this ever-popular marketing tool.

She explains the many different types of trade shows, from local chamber of commerce meetings to national and international exhibitions; she discusses goal setting for shows, points out where to do online research for finding the best shows, and provides many templates and planning tools suitable for both the first time exhibitor and the battle scarred veteran.

There is a primer on how to differentiate between different display stand vendors, as well as a lengthy discussion regarding the different types and styles of trade show booths and stands and the many accessories available for them. Rent/buy trade-offs, show labor services, trade show booth design and configuration, budgets for the show and the exhibition stand, booth staff selection and training – everything is covered methodically. In fact, the topics mentioned above are all covered in the first two sections of a six-section encyclopedia.

Remaining sections of this book provide extensive pre-show, at show, and post-show marketing and sales planning ideas and templates, including how to attract attendees before the show, PR and networking plans during the show, post show follow up – there is even a discussion regarding investigating your competitors during the show. Post show training plans include good lead follow up techniques, as well as a detailed review of ROO (return on objective) and ROI (return on investment) for the overall trade show event.

There is a final section covering specialty trade shows and international exhibiting, and even a discussion regarding ways to optimize time at shows as an attendee/non-exhibitor. The book includes countless best practice tips in each section, planning templates, definitions of the more arcane trade show terms (e.g., drayage), and even a CD with all of the planning templates, ready to use.

In closing, the author has done a superb job compiling a great deal of knowledge and data, providing a single source of reference for the many varied decisions and processes that must be included in a successful trade show plan. The book is written in an easy to read style, and should be mandatory reading for business marketing classes, and especially for any business sales and marketing professional – or their assistants! – that have been tasked with managing or assisting in preparation for a trade show.

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