President, eMarketing Strategy
155 East 34^th St., Suite 20C
New York, NY 10016
Tel. 212-679-6486
Cell 646-263-8162
[email protected]
www.ruthstevens.com

Ruth P. Stevens consults on customer acquisition and retention, for both consumer and business-to-business clients.  Ruth began her direct marketing career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books.  She then went to Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division.  From 1996, she spent three years in direct marketing management at IBM, and then worked in senior marketing positions at two Internet startup companies in New York City before starting her consulting company in 2000. 

Ruth serves on the board of directors of Edmund Optics, Inc.  She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and now president of the Direct Marketing Club of New York.  Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing in 2002.  She is the author of 2 business books, The DMA Lead Generation Handbook, published in 2002, and Trade Show and Event Marketing, published by Thomson in 2005.  She teaches marketing to graduate students at Columbia Business School.  She has studied marketing management at Harvard Business School and holds an MBA from Columbia University.

by Ruth P. Stevens

Trade shows and corporate events: Nowhere else in an organization can someone justify a major expenditure with “We do that every year” or “Our competitors are doing it” or “I like to go there.” Some organizations spend as much as 20 percent of there total marketing dollars with only those kinds of justifications.

Those days are fast coming to an end.  Smart marketers are using the wisdom of Trade Show and Event Marketing to turn the biggest black hole in their budget into their greatest lead and income generator.  Read more about it.