Tradeshow and Exhibit Thoughtleaders
"The goal of education is the advancement of knowledge
and the dissemination of truth."

John F. Kennedy
  A Review of Barry Siskind's
Powerful Exhibit Marketing: The Complete
Guide to Successful Trade Shows,
Conferences, and Consumer Shows

by Gordon Nary


Return to Barry's Webpage

The term "bible" has several connotations:

a. The sacred book of Christianity, a collection of ancient writings including the books of both|
    the Old Testament and the New Testament.
b. The Hebrew Scriptures, the sacred book of Judaism.
c. A book or collection of writings constituting the sacred text of a religion.
d. A book considered authoritative in its field. 

Based on definitions ‘c’ and ‘d,’ Barry Siskind's brilliant book should be considered the bible of the trade show and exhibit industry. There are many experts who would probably concur with definition ‘d’ such as Bob Dallmeyer, Past Chairman of the TSEA, and former Director of CEIR who wrote: "Barry Siskind's outstanding new book proves that his knowledge of face-to-face marketing is unsurpassed. His clarity, common sense, sound marketing practices and solutions fill every page of this comprehensive volume on trade and exhibit shows, events, etc.  This book is a must-read for everyone involved with corporate marketing through exhibits and events."

Douglas L. Ducate, president and CEO, Center for Exhibit Industry Research, would also probably agree since he wrote: "Barry Siskind's new book gives us the tools to create exhibit marketing success. From alpha to omega, Barry covers the field with his friendly writing style that converts complicated concepts into easy applications. His list of '100 reasons for Exhibiting' is reason enough to buy this book...but it is just the beginning. It is a must read for everyone in the exhibit business."

However, some may wonder why I believe definition ‘c’ also applies to Barry's book. Back in the 1990s when I managed successful conference and trade shows, it was somewhat of a religious experience. I would argue that when any trade show and exhibit manager follows the precepts and guidelines that are highlighted in Barry's book, they will have a guarantee of salvation of their event.

Powerful Exhibit Marketing will help you manage three key resources for successful exhibit marketing: the physical, fiscal and human. Each of these areas is examined in detail providing the reader with the necessary tools to be a great exhibit manager. The book provides step-by-step advice for successful exhibiting—everything from how to set objectives and budget for the event—to how to design booths, turn leads into business and measure the show's success in terms of return on investment (ROI).

Exhibiting has two essential ingredients: hardware and software. Hardware refers to the actual exhibit and materials, the physical means of creating the right image and attracting the right audience. Software includes the planning and implementation of programs required to make the face-to-face interaction possible. To do the job well, you need to orchestrate both of these elements into one harmonious package with one goal in mind—results.

Recent studies show that the percentage of the total marketing communications budget spent on event marketing ranged from over 9% to a staggering 29%. So, to use a metaphor for definition ‘c’ of the word "bible," you need a copy of Barry's bible or you may suffer the damnation of an unsuccessful show or exhibit.

Gordon Nary is Editor of Tradeshow and Exhibit Thoughtleaders Journal

© 2016 by Gordon Nary