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Book release -‘The Noise Behind Business’


Step into any convention center around the globe and the noise of business is deafening. But it was in the quiet of 18 months of research and writing that “The Noise Behind Business: How to Make Tradeshows Work” was born.

“For such a big industry, there’s not a large inventory of books written about tradeshows,” explained Chris Kappes, senior vice president, 3D Exhibits. He along with DJ Heckes, CEO and owner of EXHIB-IT! Tradeshow Marketing Experts, authored the book described by some early readers as “the definitive tone on tradeshows and exhibits.”


Chris Kappes holding The Noise Behind Business

The Noise Behind Business combines studies, how-to guidelines, history, advisories, best practices, and it details all functions of tradeshows, conferences and fairs. Going beyond the behind-the-scenes operations of a tradeshow, the book also discusses social media, SEO and marketing tips as they relate to making tradeshows work.

“I had the great fortune of working at the foot of Fred Kitzing, Father of Tradeshow Marketing, and his wife, LaNay, early in my career, and their principles about optimizing tradeshow performance are as true today as they were in the ’80s,” said Kappes. “If Fred were to write one book on the subject, I hope he’d be proud of this one.”

Taking a balanced approach, the book doesn’t seek to tell readers what to do as it mostly discusses the pros and cons of a decision and uses the voices of 24 thought leaders inside and outside the industry to provide different perspectives.

“Everyone interviewed had an opinion about the role of tradeshows — present and future,” said Kappes. “A success prescriptive is offered in the book, but it’s ultimately left to the reader how and what they deploy into their respective tradeshow program.”


DJ Heckes

Consistently reinforced is the importance of face-to-face communication, which seems to be the book’s central theme. Illustrated is why increased technology will not diminish the need to experience live events.

“Author Jonah Berger points out that word of mouth is the primary factor for 20-50 percent of all purchasing decisions,” said Kappes. “While there’s huge buzz about social media and leveraging technology to connect buyers and sellers, it comes down to vetting business partners face to face, and tradeshows facilitate this.”

Even though the target market is listed on the book’s back cover, it seems to be aimed at all audiences.

“When we were having the book reviewed by professionals outside the industry, we received many thumbs-up. It’s a fun thorough read without being arduous,” said Kappes. “Both Bemidji State University and the Fashion Institute of Technology (FIT) plan to incorporate the text into their respective exhibition undergraduate and graduate degree programs, and we’re working with Red7Media to promote the book inside the industry and within the academic community.”

Author proceeds from the book will be donated to the Exhibit Designers and Producers Association (EDPA) Student Scholarship fund for those interested in pursuing tradeshow-related careers.


The Noise Behind Business: How to Make Tradeshows Work is available from Red7Media, the publisher of Event Marketer, Event Design and Folio.

Order information is found here: https://www.etouches.com/ereg/index.php?eventid=64221&

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