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Ghelerter added that receiving such awards looks great on a company's resumé. "Having some credentials when going into a marketing campaign shows distributors that we are serious and sets us apart from the competition," he noted.
Ghelerter also said that attending industry trade shows and using traditional forms of advertising—such as magazine advertising—play important roles in Apex Color's marketing efforts. "Distributors sometimes find us, and we sometimes find them through referrals and by other means," he explained. "However, we have found that attending trade shows and advertising in various industry publications are the most effective means of bringing the two together."
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