We are all aware of the value of face-to-face marketing in a digital age. But how can you capitalize on the investment you make to have your company at trade shows and events?
There’s plenty of budgeting opportunities and partnerships that can help increase your ROI, but your most valuable (and readily accessible) assets are already in your reach – your staff.
Whether your company is a sporadic show exhibitor or has a multi-show annual program, equipping your staff with the latest and greatest in strategy, technique and the evolution of sales and marketing is one of the most cost-efficient investments to be made. That’s why we’ve created this list of – not pricey courses or certifications – but books from authors that have tried, failed and ultimately succeeded in all that is marketing, sales and events.
These readings (or for those who prefer an Audible version) will not only equip your staff to make a greater impact at shows – but an everyday impact in the office.
Marketing
Building A Story Brand by Donald Miller
Do you struggle writing persuasive copy, creating a conversion-focused website or branded content? This book helps marketers to clarify their brand, identify ideal consumers, and create a journey for them that generates more conversions (your sales team will thank you!) Included with this book are worksheets and a profile to assist you in building the “framework” of your StoryBrand.
Experiential Marketing: Secrets, Strategies, and Success Stories from the World’s Greatest Brands by Kerry Smith & Dan Hanover
In the last decade, it has become crucial to cut through the marketing noise. Consumers have traded purchasing goods and services for purchasing experiences. In Smith and Hanover’s book, you can discover how to implement, measure and leverage experiences from digital marketing to face-to-face events – valuable in every business model!
The Art of Choosing by Sheena Iyengar
Not specifically a “marketing-minded” book, though The Art of Choosing dives into the psychology and culture behind people’s decision-making. Understanding how society makes decisions based on surrounding environments and factors can help marketers better consider how they are positioning their brand, products and services in a decision-saturated world.
Sales
Eat Their Lunch by Anthony Iannarino
Are you trying to close wins in a saturated industry? Consider this read for paradigm-shifting concepts and strategies to help you win more market share. It’s not just about “stealing from the competition”, but how to truly create greater value – beyond your company, services or products – to win over your “dream clients”.
Fanatical Prospecting by Jeb Blount
If you’re tired of rifling through unqualified leads or an unimpressive pipeline, this is your answer. Not only will you learn how to better qualify leads, you’ll discover how to build a stronger, more profitable pipeline and the best channels and tactics for your touchpoints (including picking up the phone) – creating more results, and less wasted time.
Inked by Jeb Blount
Today’s buyers have changed, period. They have more power, more access and more options. So getting that signature after a long journey of qualifying, pitching, and negotiating is like having your cake and eating it too. This book gives sales teams back the power – through tactics and strategies to use when sealing the deal with the almighty buyer.
Events + Trade Shows
Made to Stick by Chip Heath & Dan Heath
Whether you’re a marketer or event planner, you know good ideas don’t always come easy – and ideas that achieve just what they were anticipated to, are buried gold. In Made to Stick, you can learn how to do just that by using Heath’s 6 attributes to create transformative ideas that stick.
How To Win Friends & Influence People by Dale Carnegie
Though not solely focused on event planning, the advice and tactics found in Carnegie’s timeless book can be utilized in every industry – especially for anyone in events trying to earn trust, get big ideas across and handling groups of individuals.
Tradeshow Superheroes and Exhibiting Zombies by Tim Patterson
Don’t you wish there was a list of everything you need to know, do or show at your next trade show? List lovers rejoice – this book will provide you information from budgeting to social media engagement, from “7 Essential Trade Show Marketing Skills” to “Your Trade Show Visitor Wants These 6 Things from You”. It’s just as informative as it is entertainingly surprising.
No one knows your business, industry or ideal client like your own staff. That’s why investing in their skills and techniques are vital pieces to your success at trade shows. At Rockway Exhibits + Events, we strive to help you create a strategic booth design that empowers your staff to implement their knowledge, skills and techniques to achieve more before, during and after the show. Contact us today to start putting your new knowledge to the test.