Seven Deadly Exhibiting Sins and Ways to Avoid Them

February 2010
by Susan Friedmann

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Seven Deadly Exhibiting Sins and Ways to Avoid Them

by Susan Friedmann

Since exhibiting at trade shows comprises so many different components and functions, it’s no wonder that we make mistakes. However, some mistakes are more lethal than others and should be avoided. The seven described below fall into that category. Learn to avoid them, and you will increase your chances for success at any trade shows where your company exhibits.

Sin #1: Failing to have a proper exhibit marketing plan. To make trade shows a powerful part of your publishing company’s overall marketing operation, you must align your strategic marketing and your exhibit marketing plan. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve. Do you want to increase market share with existing users? Introduce new books and/or services to existing markets? Introduce new books and/or services to new markets?

Build your program around this nucleus. Know whom you want to target and then consider aiming different promotional programs at the different groups you are interested in attracting. Include pre-show, at-show and post-show promotional activities.

Sin #2: Failing to set quantifiable exhibiting goals. Goals—your purpose…IBPA Members – Click here to view the full article (login required).

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