Although these books weren’t written specifically for the trade show industry, there are great lessons in them that both exhibitors and show organizers should take to heart.
Brand Sense: Sensory Secrets Behind the Stuff We Buy* by Martin Lindstrom
It’s a known fact that our senses play a huge role in how we react to things all around us, and that includes why we buy certain products. This book outlines how companies are using multisensory marketing and why it works. Once you understand the science, it will be much easier to apply it in your next trade show.
The Idea Hunter: How to Find the Best Ideas and Make them Happen* by Andy Boynton & Bill Fischer
Often exhibitors use the excuse that they can’t change because they’re not as creative as someone else. But the truth is that creativity can be cultivated. Whether you’re the final decision-maker or worried about impressing your boss, this book provides steps to put you on the right path to generating great ideas.
Do you have a book that’s helped you be a better exhibitor or show organizer? Please share it in the comments below.
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.