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 and proven examples that will jumpstart your next exhibiting experience.

Build a Better Trade Show Image - 2nd edition

You will 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

Makes a great resource for anyone who participates in:

  • Craft shows
  • Bridal fairs
  • Recruiting/Career fairs
  • Campus recruiting events
  • Consumer shows
  • As well as actual Trade shows!

“Regardless of your tenure and experience, Marlys has taken lessons and experiences across events of all sizes and types and offers them to you in an easy-to-follow and concise manner. This holistic approach provides new ideas and concepts to reimagine your event experience.”

~ from the foreword by Richard S. Vallaster III, DES, CEM,
The Trade Show Wonk, Personify – A2Z Events

“I am finding my clients are getting younger and younger and do not have the experience yet in managing and planning for their company’s trade show marketing events, plus many are not being taught this in college, more reason they will need this valuable book by Marlys Arnold!”

~ Al Mercuro, Genesis Exhibits

Build a Better Trade Show Image has pertinent examples, timely ideas, and a clear path for both large and small budgets. In fact, it levels the playing field for large companies and small companies by giving them tips on how to pre-market their booth, how to draw in attendees, great marketing and give away ideas that won’t break the bank.”

~ Janice Shokrian, Tausi Brands

The NEW updated edition is here!

Click here for details!


Contents at a Glance

Introduction to the Building Process

Part 1: Breaking Ground Before You Begin to Build (Planning)
1 • Survey the Land: Setting Goals
2 • Select a Site: Researching Shows
3 • Draw a Blueprint: Checklists & Budgeting
Planning: What’s Next?

Part 2: Starting to Build (Design)
4 • The Importance of a Good Foundation: Defining Message & Theme
5 • Creating the Framework: Booth Design & Image
Design: What’s Next?

Part 3: Finishing the Interior (People)
6 • Generate Energy: People Power
7 • Finishing Touches: Engaging, Qualifying & Disengaging
People: What’s Next?

Part 4: Landscaping (Promotions)
8 • Creating Curb Appeal: Pre-show Promotions
9 • Impressing the Neighbors: Booth Attractions
10 • Becoming the Talk of the Town: Media Relations
Promotions: What’s Next?

Part 5: Putting the Roof On (Follow-Up)
11 • Weatherproofing: Lead Management & Follow-Up
12 • Seeing Return on Your Investment: Measuring ROI
Follow-up: What’s Next?

Part 6: Adding On (Special Situations)
13 • More than Selling Real Estate: Show Managers
14 • Housewarmings: Special Events
15 • Alternative Housing: Private Shows & Road Shows
16 • Rewarding the Crew: Booth Staff Incentives
Special Situations: What’s Next?

Conclusion: Remodels, Renovations & Repairs
(Revising for Future Shows)

Trade Show Terms to Know