The Essential Guide - Updated for a New Era Whether you're a first-time exhibitor or have been going to shows for years, this book is filled with tips, checklists, and proven examples that will jumpstart your next exhibiting experience. Inside you'll discover how to:Research shows and set realistic goals for exhibiting Make your exhibit stand out with a unique theme or design Train staffers so they're able to gather the most qualified leads Create a buzz about your company before the show starts Unlock the potential in the leads you gather Expand your possibilities by implementing non-traditional techniques In this revised and updated edition, you'll discover a wealth of fresh ideas and examples from exhibitors in all types of industries - about 40 new pages have been added. No matter your level of experience in the world of trade shows, this book has been designed with tools for you. It's organized into six sections that focus on each aspect of trade show planning. These sections also follow the analogy of building a house. And just like how every construction project begins by drawing up blueprints and constructing a solid foundation, so should your trade show marketing.