Trade Show Strategy in Action: Canon Medical - TSI18.1

Trade shows are not a stand-alone marketing tool. Instead they should be integrated into all your other marketing efforts as part of a comprehensive strategy. The team at Canon Medical Systems is a great example of that, so I featured their story in the updated edition of Build a Better Trade Show Image. Listen in as Debbi Kemp shares behind-the-scenes details (beyond what’s in the book) on how they: Designed an exhibit to engage and draw attendees deeper into the boothIncorporated virtual elements to reduce expensesTook the show on the road to reach those who couldn’t make it to RSNASet (and exceeded) measurable goals