Article Abstract:
Quarterdeck Office Systems Inc is a computer software publisher that participates extensively in trade shows worldwide. In 1992, it will participate in 70 shows. To stretch its trade show budget, the company uses second-hand exhibition booths purchased from The Exhibit Registry of Huntington Beach, CA. Among its purchases is a 50-by-80 foot booth costing $44,000, which Quarterdeck remodeled at an additional cost of about $45,000. The former owner paid $240,000 for the original booth, so Quarterdeck saved about $150,000. Buying used booths is cheaper than renting, and exhibitors can alter the booth design to suit their purposes.
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Article Abstract:
The factors which must be considered in determining when a new booth should be acquired are discussed. These include the introduction of a new concept or new product, the growth of the company into a point of using sophisticated showsite promotions and the need to present a trade show presence that speaks of industry position and compares well with major competitors in design and functionality. A definition of the company's marketing goals and coordination with a reputable exhibit house are important to the success of the trade show.
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Article Abstract:
WordPerfect Corp has reorganized its sales and marketing staff by appointing three new vice presidents and adding about 50 staff members. Mark Calkins was named VP of corporate and strategic marketing; Rod Brooks was named VP for channel sales and marketing and Don Emery was named VP of market solutions for the legal and electronic publishing markets. WordPerfect is also starting to utilize other advertising mediums, including direct sales, TV and sports sponsorship.
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