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A key factor is knowing the market for the specific show. Headed to an automotive event? Keychains and bumper stickers are the way to go. In the food service industry? A slick outfit and impressive leather menu cover will distinguish a company from the glossy paper menus littering the ground. The intelligent vendor knows the audience; the successful vendor knows the competition also knows the audience and plans against this, providing the trade show with an impressive display that simultaneously satisfies the customers and mystifies the competition.
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