Exhibit Marketing and Trade Show Intelligence : Successful Boothmanship and Booth Design

by Klaus Solberg Søilen

This book serves as a helpful resource for practitioners as well as students of event marketing. It focuses on successful boothmanship (software) and design (hardware) for trade shows. Companies are starting to realize the importance of trade shows not only as a place to convey or distribute, but also to gather and analyze information. Constantly emerging techniques are making this task easier and more important for companies to stay competitive, but adequate planning and organization still remains a challenge. The book largely focuses on the perspective of competitive intelligence, called Trade Show Intelligence, which emphasizes the importance of information gathering and analysis. A vast range of examples and cases support the main concepts presented. This books aims to assist the reader to successfully plan and organize trade shows. Students taking event marketing courses can use this work as a sourcebook for the principles of successful booth management

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Year of publication:	2013
Authors:	Solberg Søilen, Klaus
Publisher:	Berlin, Heidelberg : Springer Berlin Heidelberg
Subject:	Marketing \| Messe \| Trade fair \| Kommunikation \| Communication \| Event-Marketing \| Messe <Wirtschaft>
Description of contents:	Integrated marketing communications -- Booth staff behavior -- Booth design and marketing materials -- Pre-show planning -- Post-show follow-up -- Trade show intelligence Description [swbplus.bsz-bw.de]

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Extent:	Online-Ressource (XLI, 150 p. 31 illus, digital)
Series:	Management for Professionals SpringerLink / Bücher
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Preface; Contents; Introduction; 1: Integrated Marketing Communications (IMC); 1.1 Event Marketing; 2: Booth Staff Behaviour; 2.1 Various Participants at a Trade Show; 2.1.1 Product Lifecycles and Giveaways; 2.1.2 Technological Aids; 2.1.3 Complaints and Stress at Trade Shows; 2.1.4 International Boothmanship; 2.2 The Exhibitor; 2.3 The External Co-worker: Exhibitor-Appointed Contractors (EAC); 2.4 The Co-exhibitors; 2.5 The Visitors or Attendees; 2.5.1 The Psychology of Waiting and Meeting in the Booth; 2.5.2 Conversation at the Booth (Face-to-Face Marketing) 2.5.3 Body Language in the Booth2.5.4 Booth Tidiness and Organization; 2.6 Organizers, Show Management, Show Owners, Show Promoters, and General Service Contractors (GSC); 2.7 Trade Shows and Trades Unions; 3: Booth Design and Marketing Materials; 3.1 Booth Location; 3.2 Booth Design and Construction; 3.3 Booth Furniture; 3.4 Marketing Materials for the Trade Show; 4: Pre-show Planning; 4.1 Planning the Budget; 4.2 Pre-planning of Sales Promotion and Public Relations; 4.3 Pre-planning for Staff; 5: Post-show Follow-up; 5.1 The Sales Call; 5.2 The Post-show Evaluation 6: Trade Show Intelligence6.1 Using Focus Groups in Trade Show Intelligence; 6.2 Trade Show Benchmarking; 6.3 Trend Analysis and Forecasting for Trade Shows; 6.4 Questionnaires for Trade Shows; 6.5 Intelligence on Trade Shows; Concluding Remarks on the Future of Trade Shows; Bibliography; Index
ISBN:	978-3-642-36793-9 ; 978-3-642-36792-2
Other identifiers:	10.1007/978-3-642-36793-9 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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