Getting the Most from Conference Exhibits

From AAUP-Wiki

Moderator: John Costello, Exhibits Manager, MIT Press

Panelist: Ken Wissoker, Editorial Director, Duke University Press

Description: University presses pay to exhibit their books at academic and professional conferences to meet with prospective authors as well as to sell books directly to attendees. What are the best methods to achieve these goals? Should sales or marketing personnel always attend in addition to acquisition editors, or is it preferable to hire temporary help such as graduate students? Should special offers at the exhibit booths be increased? Are mailings to attendees in advance of the conference effective in bringing potential customers to the booth? Are presses too staid in their marketing? Are program ads worth their cost? How deep should one go in including backlist books as well as relevant new titles? Should multiple copies of some books be brought? What can presses do to obtain a good booth position in the exhibit hall? When does it make sense to display books at a co-op display rather than attending with one’s own booth?

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