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Integrated Marketing Boosts Trade Show Results  With the
economic downturn taking its toll on marketing budgets, running
an effective integrated trade show marketing campaign has become
more important than ever. The following suggestions—courtesy of
Nicole Genarella, vice president of marketing at Elk Grove,
Ill.-based 3D Exhibits—can help put you on the right track:  1.
Unite the entire program with a single theme and message. "A
single message and consistent marketing theme will draw your
customers to you," says Genarella. Whether it is a pre-show
mailer, an e-mail blast, a print ad, or a trade show exhibit
itself, every element of your trade show marketing campaign
should communicate a consistent image and brand message.  Even
more important is unifying that image and message via a single
visual theme. "Customers respond to a consistent theme," says
Genarella. "The repetition helps customers under