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Thinking Outside The Booth

By Bryan Weaver
May 01, 2004

When creating a marketing plan, the topic of exhibiting at trade shows invariably comes up. If your firm determines that a trade show will be a beneficial part of the marketing mix, it must be seamlessly integrated into the firm's marketing and sales plan rather than it being treated as an isolated event. This is not to say that the big show cannot be the crowning event of the year or as a kick-off for new promotions. Make the trade show part of a Master Plan.

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