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December 8, 2017
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Americas: How to Cook Up a Winning Trade Show Strategy


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The long-running International Baking Industry Exposition was cooking with gas when the triennial show came to Las Vegas in October 2016. The more than 23,000 baking professionals who attended represent a 9 percent increase over the previous show—and up 65 percent over the past decade. There also were 28 percent more exhibitors, including 17 percent first-time exhibitors.

Of course, the fact that all the key show metrics rose faster than a loaf of bread wasn’t just happenstance. It was the result of the show organizer’s research into what attendees and exhibitors were looking to achieve, and then finding new ways to help them meet their goals. 

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