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...

Barbara Siskind, celebrated author and consultant, has joined forces with husband Barry Siskind, an internationally recognized speaker and writer and president of International Training and Management Company, a firm that helps corporations achieve better results from events and trade shows. He's also the bestselling author of Bumblebees Can't Fly; Powerful Exhibit Marketing; and Eagles Must Soar. In Grab Success by the Horns, the Siskinds note most careers are shaped by external forces such as peer pressure and parental expectations. Their breakthrough book teaches you how to put the control...