Trade Show Success

McKimmie, Kathy
October 2007
Indiana Business Magazine;Oct2007, Vol. 51 Issue 10, p35
The article discusses how businesses can succeed in organizing or participating a trade show in the U.S. Mike Crosson, chief executive officer (CEO) and president of Exhibit House, recommended an annual review so that the exhibitors' graphics and messages could hit the target. According to Crosson, a successful exhibition should start with the clarity of the brand offering when a potential customer sees the booth.


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