Behind the Scenes: Managing
a Trade Show Without Losing Your Mind
by Pamela Rocke
Even in these tough times, exhibiting at trade
shows is one of the most economical ways a company can
access a large pool of potential customers. But - and
this is a big but - exhibitors can waste a lot
of money, making avoidable mistakes. Avoidable, that
is, if you know what to do, when to do it and where to
When I started out, there was no training program at
my company, no single source of information, no books,
no classes on how to avoid the pitfalls of exhibiting.
I learned everything on the job, by doing, by asking,
and sometimes by making (big) mistakes.
why I wrote this book.
If you're a small business owner, this book is for
you. If you're a marketing manager, this book is for
If you're a PR, advertising or marketing consultant
with clients who exhibit, this book is definitely for