‘Cheesy’ Tradeshow PR Generates Delicious Results for B2B Campaign

Dairy Management Inc., an association dedicated to helping drive demand for dairy products, wanted to make a bang at the Institute of Food Technologists Expo earlier in 2002. The association was looking to generate interest among major manufacturers attending the show in partnerships that would leverage DMI's science and technology to bring new dairy products to the table. But the show generally draws hundreds of exhibitors, and, as is the case with most tradeshows, reporters covering the event typically pick a few hot stories and ignore the rest. The product development execs attending from major food manufacturers could also easily overlook DMI and the potential partnerships the association had to offer.

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