Small Business Marketing
Trade Show 411: The Essential Guide to Exhibiting Like a Pro
“Whether you are a trade show novice or are looking for some insights into how to improve your trade show marketing strategy and tactics, Trade Show 411 is must-read. It’s a perfect balance of experienced insights and explanations to help you understand the mysteries and mechanics of successful trade show marketing.”
“[Lisa Masiello’s] marketing smarts are on full display in [her] newest book.”
Purchase This Book and Get Your Free Bonuses, Too!
You’ll receive four valuable bonus resources to download and use over and over to manage your budget, staff, and exhibitor roadmap.
Buy Trade Show 411 today to get on the fast track to trade show exhibitor success!
Take control of your trade show event success today!
If you're feeling overwhelmed, uncertain, or stuck in the complex world of trade show exhibiting, Lisa M. Masiello's book, Trade Show 411, is your ultimate solution. With her extensive experience managing trade show exhibits for both small startups and Fortune 500 companies, Lisa provides the answers you need to excel.
In Trade Show 411, you'll not only gain strategic insights but also receive an action plan to navigate every step of the exhibitor journey. From pre-show marketing to on-site activities and post-show follow-up, this book empowers you to optimize your sales and marketing efforts, ensuring maximum results.
In Trade Show 411, you’ll discover:
revenue generating tactics that work on a limited budget.
how to transform leads from ho-hum to sales qualified.
how to secure valuable media coverage for interviews and product launches.
tips to assemble the perfect staff.
how to manage hidden expenses effectively.
ways to stay on track despite unexpected challenges.
four steps to select the perfect show.
how to choose the ideal booth size and location.
. . . and so much more.
Lisa also shares her personal nightmare stories and how she conquered them, providing you with invaluable lessons and inspiration.
This essential guide offers a step-by-step roadmap that can be tailored to your specific challenges and objectives.
Don't face the trade show world alone—Lisa M. Masiello is here to support you every step of the way. With her expert guidance presented in easily digestible chunks, you'll gain the confidence and knowledge necessary to thrive as a trade show exhibitor.
“No matter how much experience you have ... you will definitely learn something new. Trade Show 411 ... covers everything from little details and event logistics to strategic oversight and how to measure success. ... I particularly liked the examples from Lisa Masiello’s personal experience. ... Definitely recommend.”
“This is a very thorough and expertly written guide for people exhibiting at trade shows. I think this book should be a must have for those entering the trade show business! I can definitely see how much this would help those new to the scene. There are so many things they don’t know that they don’t know.”
“I love [the] book. I bring it with me to every show and read it on the plane to make sure I’m on track with everything! I’ve told multiple field marketers about it too! Thank you for putting together this Trade Show Bible.”
Trade Show 411: The Essential Guide to Exhibiting Like a Pro selected for The Editor’s Bookshelf, highlighting notable books, podcasts, guides, and tools supporting trade show and exhibit industry participants whether you’re just starting off in a trade show career or have spent a long time managing exhibits. Exhibit City News’ 30th Anniversary Edition.
Trade Show 411 (2nd Edition)
Available Summer 2025
Take your trade show success to the next level with an updated 2nd edition of Trade Show 411—packed with everything you loved from the original, plus a new chapter on how Artificial Intelligence tools and strategies can enhance your booth experience, streamline lead tracking, and help you make data-driven decisions—without needing to be tech-savvy.
With the latest AI strategies, you'll be better equipped to create a more personalized visitor experience, deliver targeted messaging, and ultimately achieve a higher ROI.
Who is Trade Show 411 Perfect For?
You!
Small Business Owners
the small business owner who understands the importance of exhibiting but has limited knowledge of where to begin
College Students
the college student majoring in business management, sales, or marketing
Marketing Coordinators
the marketing administrator and coordinator just starting in their careers
Marketing Managers
the marketing manager who is asked to take on the added responsibility of managing their company's trade show and conference participation
Marketing Directors and CMOs
the marketing director and chief marketing officer (CMO) who want to give their staff a head start by providing a deeper level of understanding and copies of this book
Trade Show Vendors
the exhibit house, promotional products company, or other trade show provider that wants a tangible, high-quality lead generation resource or a value-based client meeting leave behind to use as a reminder of the quality products and services you offer