The Trade Show Reader: It Takes More Than a Display and a Handshake to Sell at a Trade Show (Volume 0)

Trade shows ARE different. This books tells you WHY. There's a trade show for everything - from aadrvarks to zygotes! The Trade Show Reader is written for anyone who attends or exhibits at the million or shows held each year around the world. In 40 articles, with 400+ tips, Julia O'Connor gives confidence to the newbie and pointers to the experienced trade show staff.

In one way or another, Julia O'Connor has always been in sales. From the time her mortified mother found that, as an enterprising 5-year-old, she was peddling homemade cookies to the neighbors, to her current expertise in trade show marketing, Julia has been interested in results. And, in order to get the results she wants, she will guide, train and teach. Her careers range from public and professional education design, to freelance advertising-public relations, to real estate portfolio management. In 1982, Julia began working with clients in trade show marketing. When she asked, "Why are you going to that show?," she found most did not know. Her theory is that if you liked field trips as a kid, you'd love trade shows when you grew up. So, due to her varied background and scope of clients, she is able to speak a little polymer, a little railroad, a little of this industry, a little of that business and a lot of common sense about trade shows. Julia holds degrees from the University of Georgia in advertising, an MA from the University of Iowa in mass communications and an Indiana University MBA in marketing. She is a frequent speaker on marketing, trade shows, and the role of the Internet in business. Memberships and affiliations include - Association for International Business, Center for Exhibition Industry Research, National Speakers Association, Professional Society for Sales & Marketing Training and Trade Show Exhibitors Association.