You’ve invested a lot of money into your trade show exhibit marketing to make sure people WANT to come visit you!
You could invest in a trade show exhibit that simply exists with all of the others, attracting people here and there who stumble across your booth. Or you could invest in the exhibit that everyone is talking about far before the show even starts, and the exhibit that catches the eyes of everyone who comes near your booth. Clearly, a full booth is exactly what you want as it leads to more leads, and helps you produce the ROI that you are aiming for.
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