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Lisa Masiello Books

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“Is it better for an exhibitor to buy a booth or rent it? That depends. Here are 3 key questions to ask: – Will you exhibit at more than one show at a time? – Will your booth footprint vary significantly from show to show? – Will you make major changes to your marketing, branding, or product line in the next year?”

MarketingDecisionsBrandingSmall BusinessBusiness AdviceBusiness StrategyProduct DevelopmentEvent PlanningTrade ShowTrade Show Displays
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“There’s no one-size-fits-all way to get around a trade show city. Whether it’s Uber, subway, or a rental car, the best transportation depends on where you’re staying, how far you need to go, and what kind of schedule you’re on. A poor transportation choice can mean missed meetings, late arrivals, and unnecessary stress.”

Small BusinessBusiness AdviceTransportationMarketing StrategyProfessional DevelopmentEvent PlanningTrade ShowExhibitingBusiness TravelTravel Tips
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“A press release announces your news. A media alert informs reporters of an event's location and time. Both belong in your trade show PR toolkit. Use the press release to share a story and the alert to drive attendance.”

Small BusinessPublic RelationsMarketing StrategyPress ReleaseEvent PlanningBusiness WritingTrade ShowExhibitingBusiness CommunicationsPr Tips
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“Trade show shipping isn’t one-size-fits-all. You might drive a small inline booth to a local show or use a freight carrier to move a large island exhibit across the country. Your choice depends on your budget, how much time you have, the distance, and how fragile your materials are. Each option has pros and cons. What works for one show might not work for the next. The key is to understand your options and plan ahead so your booth arrives on time and in good shape.”

Small BusinessBusiness AdviceMarketing StrategyShippingEvent PlanningTrade ShowExhibitingBusiness TravelFreightEvent Location
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“Don’t dismiss the show hotel just because it might charge full price. Staying at a cheaper hotel miles away means spending extra on transportation and wasting time traveling back and forth. Walking to the convention center from a 'more expensive' hotel nearby enables you to save money in the end and keeps your schedule on track.”

Small BusinessBusiness AdviceTransportationMarketing StrategyProfessional DevelopmentEvent PlanningTrade ShowExhibitingBusiness TravelLodging
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“Speaking at a trade show is one of the most cost-effective ways to showcase your knowledge and expertise and position your business as an industry leader. Since it’s often free, it’s a smart move to boost your exhibitor ROI.”

LeadershipSmall BusinessBusiness AdvicePublic SpeakingMarketing StrategyBusiness Growth And SuccessProfessional DevelopmentEvent PlanningTrade ShowBusiness Communications
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“What’s the perfect trade show booth size and location? There’s no single answer that fits everyone. It depends on your exhibitor goals, what you want to achieve, your budget, and other factors. Knowing your priorities helps you choose the booth space that’s right for you.”

Small BusinessBusiness AdviceMarketing StrategyCustomer ExperienceBusiness PlanningEvent PlanningTrade ShowExhibitingBoothTrade Show Displays
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“As a trade show exhibitor, the exhibitor services manual is my most important resource. It’s the first thing I review in the morning and the last thing I check at night. I even joke that I eat and sleep with it. Well, maybe not literally, but it should be your top priority too.”

Business AdviceCustomer ServiceMarketing StrategyProfessional DevelopmentEvent PlanningSmall Business MarketingTrade ShowEvent ManagementBusiness Resource
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“How do your trade show staff dynamics impact booth visitors? Selecting the right booth staff is critical to a successful show. Visitors can quickly tell if your team is working together or if each person is doing their own thing. And, if your staff isn’t engaging effectively, potential buyers won’t stick around long enough to see how great your product or service really is.”

Working TogetherFirst ImpressionsCustomer ExperienceMarketing And SalesCustomer EngagementTeam Dynamics
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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“Trade shows and events drive a surge in readership for trade magazines, websites, and newspapers. This spike is a prime opportunity to expose your company to thousands of potential buyers.”

MediaEventsAdvertisingBusiness AdvicePublic RelationsMarketing StrategyBusiness Growth And SuccessSmall Business MarketingTrade ShowEvent Marketing
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“Public relations boosts the value of your trade show presence by attracting new customers, driving booth traffic, and securing coverage in trade publications. It also opens doors to journalists and bloggers you might not have reached otherwise. Best yet, many of the opportunities cost nothing.”

MediaMarketingNetworkingPublic RelationsBusiness GrowthCustomer RelationsBrand AwarenessEvent MarketingSales Strategy
Book:Trade Show 411: The Essential Guide to Exhibiting Like a Pro
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