Exhibiting can be enormously rewarding. That's why it accounts for over a tenth of total media spend in Britain. But it's not for the faint hearted. You need commitment and sound planning. Whether you are considering exhibiting at a particular exhibition or are formulating an exhibiting policy, this book will be your single most important tool. It covers all aspects of the subject from the planning stages, to getting the best out of your stand at the show, right through to measuring the effectiveness of an exhibition campaign. It features: devising an exhibition strategy; booking the exhibition; planning your stand; design, graphics, demos and live entertainments; marketing your stand; safety and security; staffing and training; attracting press coverage; and following up after the show.