Inspiring trade show excellence
Nichola Reeder and Steve Reeder
A practical and inspiring guide to executing effective trade shows that attract and convert high quality leads into profitable sales.
216 × 140 × 21 mm / 8.5 × 5.5 × 0.875 in
Publication: May 16, 2019 •
A practical and inspiring guide to executing effective trade shows that attract and convert high quality leads into profitable sales. Organisations regularly waste vast amounts of money, time and effort attending the wrong shows, planning them poorly and failing to follow up, leading to an almost zero return on investment. The Exhibitionist gives exhibitors an end-to-end guide covering all aspects of best-practice trade show execution including budgeting, researching the right show, selecting and training staff and post show contact strategy amongst many other elements, to build the confidence and skills required for delivering more effective events.
Through a series of three modules - planning, implementation and evaluation - The Exhibitionist guides readers through the linear process of delivering a commercially measurable trade show. This is a practical journey which alongside the theory uses case studies and examples to bring the key points to life. Rather than just giving readers the answer, The Exhibitionist provides the stimulus and inspiration to arrive at the right decisions for each organisation’s specific trade show needs. The Exhibitionist directs you through the minimum requirements to deliver an effective trade show but also discuss more advanced elements such as media management, speaker platforms and digital engagement that will enhance the basic delivery for more experienced exhibitors
Nichola Reeder escaped the corporate world in 2012 with over 15 years’ experience in sales, marketing and communications, having worked on brands including Asda, Dolmio, Uncle Ben’s, Heineken & Fosters. Her passion is to help businesses tell their commercial story more effectively, whether through the media, live events or digitally. Within the event industry specifically, she has helped train armies of stand staff, delivered hours of engaging live content and helped event organisers understand how they add more value for exhibitors and visitors.
In a varied career path, Steve Reeder has experienced working within the public, private and charitable sectors, building a range of skills across operations, people management and stakeholder influence at a senior level, before co-founding 12th-Man Solutions. His specialism is developing creative and workable solutions to help clients secure the outcomes they want. Within events, he is an expert at breaking down operational challenges to bring exhibitors' vision to life in a way that engages with a visitor but keeps on the right side of Health & Safety regulations and practical restrictions. He's widely known as ‘Steve’ll-Fix-It’, especially when on-site snags need smoothing out.
"Having worked in the exhibition sector for a number of years I can say this is a fantastic and complete reference for helping any company or individual plan plus deliver a perfect trade show as an exhibitor. It can be a major investment of budget, resources plus time and there are many pitfalls however this book sets out a clear process for making sure that investment works for anyone. Highly Recommended!"
"An incredible book full of absolute gold for anyone involved with or looking to get involved in trade shows."
"I’m 1/2 way through this book and it is packed with so much amazing content. I’ve been exhibiting at shows for decades and I wish I had this bible years ago. I would have saved so much time and money and avoid tons of headaches. Thank you for Steve and Nichola for doing so much research and distilling down to edible parts."
"The Exhibitionist sets the standard of how to get the most out of your companies trade show or exhibition activity. It provides an informed overview of the process of organising events right from how to make sure this is the right show for your company to how to measure your success post event leaving no stone unturned in-between. Steve and Nichola cover everything you would need to know was a first time exhibitor whilst providing best practice for those who aren't making the most of their opportunities. Regardless of the size of your company or how many times you have exhibited before I guarantee you will find value in using this book as the go to resource during event or exhibition planning. Also, I would highly recommend anybody that works with the events and exhibitions industry to take the time to give The Exhibitionist a read, it's overview of the who process will provide facinating insite allowing you to see the bigger picture and where you fit within it. Companies should keep a copy of this in their office and make sure anybody involved in the events process takes the time out to consume its contents before going anywhere near the event planning process."
Size: 216 × 140 × 21 mm / 8.5 × 5.5 × 0.875 in
Copyright: © 2019
Publication: May 16, 2019
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