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Trade shows offer vital human connection for business growth, says CES veteran

By PulseAugur Editorial · [1 sources] ·

Trade shows remain a powerful, albeit often underutilized, B2B marketing tool, according to Gary Shapiro, former head of the Consumer Electronics Show (CES). Despite the rise of digital marketing, face-to-face interactions at trade shows foster crucial human connections that online platforms cannot replicate. Companies that approach trade shows strategically, with clear objectives and thorough planning from pre-show to post-show measurement, can achieve significant returns on investment, a lesson highlighted in Robyn Davis's book "Exhibit Smarter." AI

RANK_REASON Opinion piece by a notable industry figure on the enduring value of trade shows.

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Trade shows offer vital human connection for business growth, says CES veteran

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Opinion piece by a notable industry figure on the enduring value of trade shows.
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COVERAGE [1]

  1. Fortune TIER_1 English(EN) · Gary Shapiro ·

    Gary Shapiro: why trade shows matter and how to get them right

    I ran powerful trade show CES for decades. Bill Gates told me once that trade shows were key for Microsoft. Now, author Robyn Davis is onto something.

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