The author, an award-winning speaker, trainer, and consultant, presents a robust, step-by-step guide for exhibitors to showcase their products at trade shows. In addition to setting goals, Davis presents five steps of an expert framework for achieving a successful trade show: Event Selection, Initial Planning, General Preparations, On-Site Efforts, Follow-Up, and Evaluation. The author explains the importance of researching the event, knowing the specific audience, identifying the resources, determining goals of needs or wants, reviewing the contract and trade show–related information, booking the hotels, and considering travel. Davis suggests strategic questions for exhibitors to consider for successful trade shows, such as “What Makes You Different or Special?” and “Why Should Your Audience Visit Your Booth Instead of Doing Literally Anything Else?” In addition to their personal experience, Davis cites a 2025 survey of more than 1,000 attendees, of whom “Thirty-five percent of key decision-makers said commerce is the most important part of a trade show for them.” Readers will find the pencil drawings engaging and enlightening, such as a Venn diagram to help the reader determine the future audiences at a trade show. As a follow-up of a trade show, Davis suggests the calculation of the return on investment (ROI), return on objectives (ROO), and net impact in addition to the balanced scorecard method. The reader will find the professional advice and ideas contained in this book, written in clear, digestible language, to be helpful: “Exhibiting can and should produce real value for your company. You should set goals and make choices that bring you closer to achieving those goals.”
