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The show company had two objectives in conducting this campaign. First, was to drive attendance to the 2008 show. But, secondly, there was a desire to build a library of e-mail addresses that could be used in promoting PRINT 09 and to test the efficacy of this type of promotion prior to that show. This is a clear indicator that the GASC has its eye on the long-term ball and plans to use this strategy into the future—a strategy its customers (the exhibitors) encourage their customers to use.
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