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Erschienen in:

2013 | OriginalPaper | Buchkapitel

4. Pre-show Planning

verfasst von : Klaus Solberg Søilen

Erschienen in: Exhibit Marketing and Trade Show Intelligence

Verlag: Springer Berlin Heidelberg

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Abstract

Once the trade show starts, there are few opportunities to change anything. It is like a roller-coaster ride. Once you are strapped in, all you can really do is enjoy the ride (or not). Whatever you might have liked to do differently before you started, it is too late now.

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Vorheriges Kapitel Booth Design and Marketing Materials

Nächstes Kapitel Post-show Follow-up

See Luse and Mau (1999). None of the Swedish SMEs discussed in this book had a clearly-defined trade show budget.

There are normally restrictions on these items inside the show and outside your own booth. Even if there are no legal restrictions, many people see these promotional techniques as unethical, since they intrude on a space that is regarded as neutral, which no particular exhibitor has paid for.

Friedman, S. A. (2006b). 75 dynamic ways to increase your trade show success. http://www.thetradeshowcoach.com/article02.html. Accessed 07 July 2006.

Friedman, S. (2008). Making pre-show promotion stand out. Successful Meetings, 57(33), 35–36.

Luse, I., & Mau, M. (1999). International trade show participation: Experience of Swedish SMEs. Thesis, Luleå.

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Vanderleest, H. W. (1994). Planning for international trade show participation: A pract. SAM Advanced Management Journal, 59(4), 39–44. Autumn.

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Titel: Pre-show Planning
verfasst von: Klaus Solberg Søilen
Verlag: Springer Berlin Heidelberg
Buch: Exhibit Marketing and Trade Show Intelligence
Print ISBN: 978-3-642-36792-2

Electronic ISBN: 978-3-642-36793-9

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-36793-9_4