KANSAS CITY, Mo. – No matter how many trade shows you've exhibited at, there's always room for improvement.

Now there's a new book that can help jump-start your next exhibiting experience. Build a Better Trade Show Image is filled with tips and proven real-world examples of successful exhibitors that create unique exhibit experiences to distinguish their company and brand. "Companies should strive to constantly reinvent themselves, much like Madonna has done to stay at the top of the music business," says Kansas City-based author Marlys K. Arnold, a trade show and marketing consultant. "If you take pride in doing things the same way you've always done, you may soon find yourself left in the dust."

The book is organized into six sections that focus on each aspect of trade show planning. These sections also follow the analogy of building a house. For example, the first step in a good exhibit plan is to set goals and determine a budget, which Arnold compares to surveying the land and drawing up a blueprint. Other sections include: Design, Content, Promotions, Follow-Up and ROI, and Special Situations (such as special events and road shows).

Throughout the book, readers will also follow the progress of two fictional companies as they use the information in each chapter to develop their own exhibiting plan. A complete resource guide and recommended reading list is also included.

Arnold draws on her expertise as an image consultant, combined with real-world marketing experience, to teach others how to improve their trade show results. Having been both an exhibitor and a show manager, she has a unique perspective on the exhibit industry.

The book will be released in conjunction with the third annual "Build a Better Trade Show Image Week," February 17 - 23, 2002 and will retail for $24.95. To learn more, visit Arnold's Web site at http://www.imagespecialist.com/build.html.




This article courtesy of http://www.hottradeshowdisplay.com.
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