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Trade shows are important because they rank second only to advertising in terms of marketing communication. Buyers are more and more depending on trade shows over the years. As an example SEMA (Specialty Equipment Market Association), a car trade show grows 5% every year. It helps maintain the $250 billion industry. Trade shows can provide an opportunity for dialogue, and they reach buyers that salespeople have not. They help meet potentially new customers, opportunity to strengthen customer relationships and most importantly create sales.
Show selection is a primary responsibility of an exhibit manager...
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