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Measurement and the Trade Show Exhibit — From Business Card to iPad

by Eric Swartwood, Global Data Capture This article, in two parts, traces the evolution of trade show lead capture from the business card to audience response systems. And along the way, author Eric Swartwood considers the pros and cons of old time and futuristic capture technologies which affect the measurement success of a trade show program. PART 1: Stone Age Lead Capture Approximately 20 years ago when I was an exhibit manager for a major exhibit house, it was my responsibility to target measurable goals for all new and existing … [Read More...]

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