How to Work Trade Shows as a Business by Chuck Stanford

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I find this a very useful book full of good information. The author had quite a decent career as a trade show magician from the late seventies right up to the mid nineties or so. He is now a Buddhist Lhama!

Chuck Stanford was highly influenced and learned a lot from Eddie Tullock who has already been discussed on this blog. The book covers such areas as why a company would want to hire a magician to trade show travel tips, how to work a show, what to charge, how to get bookings and other excellent info.

The book was originally published in 1989 and there was a very limited amount of information in the book as to how to get the trade show booking in the first place. However, that changed in 2006 when he republished the book with an extra chapter which described the very methods he used to get the trade show booking. It is based on telephone cold calling and it certainly worked for him. He emphasises that marketing and selling your services to potential clients is a full time job and in fact takes up more time than working the show itself!

The book is very readable and I consider it one of the better manuscripts on this subject.

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