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The Social Trade Show: Leveraging Social Media and Virtual Events to Connect With Your Customers by Traci Browne

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15. Unleash the Power of Mobile

You can incorporate mobile marketing into your trade show program in two ways: the right way and the wrong way. You can use a well thought-out plan that supplements your overall show goals, or you can fall prey to the shiny object syndrome. Unfortunately, most of the exhibitors I’ve seen using mobile have a bad case of shiny object syndrome. They’ve heard about some hot new game or app and immediately want to incorporate it into their booth strategy—or, perhaps I should say, wedge it into their booth strategy no matter what.

Just like the social media tools you use, the giveaways you hand out, and the activities taking place in your booth, your use of mobile technology must support your overall show objectives ...

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