In several ways, placing together a successful trade show program is equal to putting together a successful Broadway play. It’s big harder than it appears.

Over the course of my career, I have managed or been been engaged in more than one hundred trade shows. Rarely are they direct, simple matters.

Making a trade show or event well needs a broad range of abilities: budgeting, show selection, coordinating calendars, logistics, marketing planning (pre-, at- and post- show promotion), booth staff training and management, creating and managing publicity opportunities, lead management, post show follow-up and analysis.

Stevens book is extensive and provides solid advice. “Trade Show and Event Marketing” is the nearest thing I’ve seen to a descriptive guide on trade show and event marketing. Whether you are a junior-level member of the marketing staff straight out of school or a veteran, this book deserves a place on your shelf.