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English Summary/英文概要： A complete guide to successful trade shows and exhibitions
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.
Chinese Summary/中文概要： 成功的贸易展览和展览的完整指南
贸易展、消费者展、产品发布会、体育赛事以及其他与客户面对面互动的机会已经成为营销组合的重要组成部分。最近的研究表明，在活动营销上花费的营销传播总预算的百分比从超过9%到惊人的29%不等。2003年，仅北美就举办了13000多个贸易和消费展，每一个展会都有数百个参展商和数千名参观者。除了传统的贸易展外，参展商还有无数其他机会直接与客户互动，提高利润，例如商场展示、企业活动、路演和永久展示。
精心挑选和执行的活动可以大大缩短销售周期，使您领先于竞争对手，但您需要有一个经过深思熟虑、组织和执行的展览计划。虽然一些大型组织有专门的展览工作人员，但展品管理的角色往往落在一个毫无戒心、工作过度或不情愿的销售或营销人员的办公桌上，他们需要从他们的展览投资中获得成果，但不知道从何着手。展览的力量提供了一步一步的建议，你需要成功地展示。这是贸易展览和其他活动营销的权威指南，它展示了如何设定目标，为你的活动制定预算，衡量它在投资回报率方面的成功，选择正确的展会并找到合适的观众，将潜在客户转化为商业，设计展位，开展展会，收集信息和情报等等。（WYL)
Awards/获奖情况： 这本书太棒了！我最近和一些商业伙伴参加了我的第一次贸易展。我们只有不到两个月的时间准备贸易展，而且钱也很少。我们几乎完全依靠这本书来为演出做准备……它做到了！这本书很好地勾勒出了你在贸易展上遇到的人的类型，以及如何处理他们来最大化你的合格潜在客户。它还讨论了如何优先安排你的开支。当我们来到节目现场时，没有什么惊喜，我们惊讶于这本书是如何准确无误的。我们觉得准备充分了。我强烈推荐！
This book is fabulous! I recently attended my first tradeshow with some business partners. We had less than two months to prepare for the tradeshow and very little money. We relied almost entirely on this book to prepare us for the show... and it did! The book does an excellent job of outlining the types of folks you meet at a tradeshow and how to handle them to maximize your qualified leads. It also discusses how to prioritize your spending. There were no surprises when we got to the show and we were amazed at how on target the book was. We felt more than prepared. I highly recommend!
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