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Never Doubt the Power of Marketing - Event Xray

A new rating and review website for the trade show industry: www.eventxray.com According to EventXray’s CEO, Lew Hoff, "Every year hundreds of millions of dollars get misallocated by sending people and exhibits to events that do not meet their expectations. Too often decisions are based on a flashy brochure, the opinion of one or two colleagues or because 'We've always gone to that event'."

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Never Doubt the Power of Marketing - Event Xray

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  1.   Never Doubt the Power of Marketing ­ ​​Event Xray  We were sitting around chatting one evening after dinner, my wife Hannah, my 26­year old               daughter and I (Stella, our Beaglepup,participatedbynudgingoneofus,thenanother,tourge               that we pet her non­stop). Orly sells high­end Manhattan real estate, so we often talk               marketing and sales​​.    “Orly, I said, “if not for a marketing letter I receivedoneday,youwouldn’tbesittinghereright                     now.” That elicitedahalf­smileandaquizzicallook.Iwentontoexplainthatinthelate1970’sI                 received a letter fromanaccountantofferinghisservices.Itjustsohappenedthatmybankwas               suggesting (demanding?) that the company that I had co­founded in 1970 should provide it           with audited statements from a CPA. To that point our attorney, Bill DeLorenzo, had doneour                 accounting, in addition to our legal work.    There was something aboutthetenoroftheletterthatstruckachord,soIpickedupthephone                 and called the letter’s author, Jay Sanders. Little company that we were, I was surprisedwhen               Mr. Sanders offered to visit my factory to discuss what he could offer us. After all, he was in                 Manhattan and we were in Yonkers, a New York City suburb, parts of which had seen better                 days…and we were in one of those parts.    As time went on, Jay and his wife Carol were gracious enough to invite me, a bachelor, to                   dinner periodically. One day Jay called to invite me and my girlfriend to join them at a party               that another of his clients was throwing. My girlfriend had a business function to attend, so                 Carol suggested that a friend of hers could round out a foursome.    I got to the party early. As people gathered around thepiano,Istruckupaconversationwitha                   pretty young woman next to me. We exchanged numbers. Shortly thereafter the Sanders               arrived, their lovely friend in tow. We had a delightful evening.    A few days later, I decided to call the woman with whom I had exchanged numbers. Some                   eighteen months later we married. Four years later, Hannah gave birth to Orly. It all started               with a marketing letter.    There is a moral to the story, but you knew that, didn’t you?                                                                                                                                                                                                                                                                                                                                                               

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