A 'systems approach' to trade show exhibiting

Article Abstract:

Trade show marketing today has become more complex, necessitating the services of marketing specialists to ensure a good return on exhibition investment. In planning a trade show, Sun Microsystems Inc employs six specialists, each responsible for a different aspect of marketing and exhibiting. Among them is Gary Sheipline, exhibit systems manager, who uses a 'systems approach' to ensure that the company's customized exhibits are not only striking, but flexible and functional as well. This method allows easier monitoring and control of costs in relation to marketing goals and exhibition design.

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We must persuade the skeptical: proper pre-show planning is essential to success for exhibitors

Article Abstract:

Thorough preparation before trade shows is essential for success and should begin with generating leads, possibly be pre-show mailing. An alternative to pre-show mailing is a personal invitation to important prospects. Other preparations include selecting and meeting with appropriate media, and planning to launch a new product or revealing a company development so as to be more newsworthy.

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100 biggest pan-European business press advertisers

Article Abstract:

The top 100 advertisers in Europe's business press spent $561 million in 1991, representing 76% of all the investments in the continent's business magazines and financial publications. A list of the these leading adverisers including their print advertising expenditures is presented.

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