Back to School Reading List (or Playlist) for Exhibitors

A collection of marketing books on a purple background.

How about a little back-to-school reading to improve your trade show marketing?

I’ve curated a few recommended titles for you from authors we’ve been honored to have as guests on the Trade Show Insights podcast. And if listening is more your thing, you’ll also find links to each of the author interviews.

Note: By shopping through, you’re helping independent bookstores keep their doors open. And because these are my personal referral links, I will also receive a small commission if you decide to purchase any of these books.

Unforgettable: The Art & Science of Creating Memorable Experiences

Phil Mershon shares his wealth of experience planning memorable events – including Social Media Marketing World. (His book is coming out in Sept. 2023.) You may also remember Phil was our guest on the podcast last year.

Elevating Engagement: Uncommon Strategies for Creating a Thriving Member Community

Associations must rethink how they engage members – author Amanda Kaiser shows you how to become a Chief Experience Officer, no matter your current role. Amanda shared her online networking insights on the podcast.

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

Understanding behavior goes a long way towards connecting with your audience. Nancy Harhut explains how to use storytelling, exclusivity and more to market your products and services. You can listen to her podcast interview here.

The Experience Economy: Competing for Customer Time, Attention and Money

This classic is a must-read for anyone who wants to create more memorable experiences, either on the trade show floor or otherwise. I’ve been a fan of Joe Pine and Jim Gilmore for a long time, and was honored to have Jim as a guest for Virtual Lunch during the pandemic. You can listen to that interview here.

Pop! Create the Perfect Pitch, Title and Tagline for Anything

and also … Talking on Eggshells: Soft Skills for Hard Conversations

Exhibitors know they have to make their booth attractive to attendees. With behind-the-scenes secrets of why certain brands and slogans work, author Sam Horn gives you plenty of ideas that will make your exhibit — and all of your marketing — stand out. I also interviewed Sam about this on the podcast.

Earlier this summer, Sam debuted her new book, Talking on Eggshells. While I haven’t yet read this one, I know Sam always has great advice on choosing your words – in any situation.

1501 Ways to Reward Employees: Low-Cost and No-Cost Ideas

Looking for creative ways to reward your booth staffers? You’ll find plenty of inspiration here! On the podcast, Dr. Bob Nelson shared how to create a buzz in your booth, along with ideas for motivating and rewarding your team.

101 Ways to Rock LinkedIn

Are you incorporating LinkedIn as a tool to connect with people before or after a trade show? It can benefit both exhibitors and event organizers, when you know how to take advantage of all the features. Viveka von Rosen shared excellent tips on the podcast, and her book offers bite-sized tasks to improve your profile and networking.

Build a Better Trade Show Image

and … Exhibit Design That Works

When it comes to trade show marketing, you could say I wrote the book … literally two of them!

No matter your level of experience in the world of trade shows, Build a Better Trade Show Image has been designed with tools for you. This revised and updated edition (which debuted earlier this year) contains fresh ideas and examples from exhibitors in all types of industries.

Exhibit Design That Works is for any exhibitor who wants to design a more engaging, client-attracting exhibit that results in a greater return on their trade show investment.

What books have helped with your trade show marketing? Please share in the comments!

And if you’d like help coming up with specific ideas for your next trade show, reach out to me. We can set up a brainstorming session to discover the best ways to connect with your audience.

The NEW version of Build a Better Trade Show Image has arrived!Click here to learn more