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• What gets measured gets done. More than 90 percent of exhibitors have no measurable objectives for a trade show. But if you don't, how can you tell if the show was successful? Exactly how many leads or sales are you looking to get?
• Help the attendees cull themselves out. You can't talk to everybody, and not everybody is a qualified prospect. Design clear, benefit-based signage that helps attendees immediately determine whether they should speak with you or not.
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- Patricia Fripp
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