In real estate, it’s location, location, location. In trade shows, it’s sponsorship, sponsorship, sponsorship. Ron Gold, a trade show profit consultant in Malibu, Calif., says that if an association isn’t pulling at least 30 percent of its revenue stream from trade show promotions, they’re doing something wrong. "You can’t play by the old rules in the new economy," he says, citing the familiar gold, silver, or platinum packages most exhibitions offer. "You need to ask exhibitors what they ...

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