Expos attract a specific target market to a single location, in large numbers! It’s an advertisers dream. The trick though is that your competitor might be located right next to you, and there is a lot of clutter and competition for share of voice. So if you are going to spend the time and money having a presence there, you best make sure you are memorable and that your message and offer is bold and clear.
Bikini’s uses a fishing analogy for these stands: Cast the right bait (image) so you get noticed, then draw them in with the right message. Once the individual, then and release them (capture details, and send them away with a reminder). Don’t forget to follow-up after the event (emailer and phone call).
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