Prefer to listen to this article? Just click on the play button at the bottom of this entry! Too often, exhibitors fail to see results simply because they don’t stand out from everyone else on the show floor. We’re not talking gimmicky or wild attractions. Those may generate traffic, but not results. It’s not about simply getting noticed, but about delivering value and having a signature difference that sets you apart from all the noise. No matter how great your message, if you fail to connect with your audience, no one will listen. You have to fascinate them. Sally Hogshead,

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