Written by internationally renowned exhibit marketing expert Barry Siskind, this report provides a comprehensive framework for new and veteran exhibitors to use when building or evaluating an exhibit program.
“CEIR’s Guru Report Series aims to offer exhibitors practical advice to help them succeed with their exhibition marketing efforts,” says CEIR President and CEO Brian Casey, CEM. “This particular report offers a comprehensive and practical approach for brand marketers to identify and select exhibitions that will best meet their needs.”
The Right Place to Exhibit – A Strategic Approach provides a framework that guides brand marketers through the process of defining objectives for exhibiting to selecting the events that best align with the exhibiting company’s overall objectives for face-to-face marketing. Methods discussed in the report are useful for building an exhibition and event schedule, as well as evaluating a current exhibit program to assure the continued success of that program.
The report’s table on the exhibitions and events universe is a convenient reference tool for evaluating the benefits and disadvantages of each face-to-face marketing option. The Right Place to Exhibit – A Strategic Approach also includes hands-on examples illustrating how to implement the steps detailed in the report.
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CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.