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HAND-TO-HAND COMBAT
The major ground campaign includes the distribution of over 400,000 fiers throughout the Northeast
Corridor. This is the heart of our marketing strategy. This special distribution starts as early as March. We
call the passing out of fiers “hand-to-hand combat” because we believe this is where the advertising battle
is won. Patrons respond to this approach because it shows we care enough to come to them. We like it,
too, because we start to feel the excitement of the Expo. Our fiers seem to ignite the “buzz.”
Aside from fiers, we use other techniques to promote the Expo, including gift bags flled with free promotions
and advertisements. Bags are distributed by our established partners and on street corners. There is no
substitute for face-to-face visits with individuals and organizations. It is simple. We just ask customers to
come. This format has proved powerfully efective.
Flier distribution.
October Gallery’s billboard campaign.
October Gallery’s fier––hand-to-hand combat. October Gallery’s mobile campaign.
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