Greg Reid, chief marketing officer of YRC Worldwide, had an interesting message for the 170 people who gathered last week at the Washington (D.C.) Convention Center for the Exhibition and Convention Executives Forum: Get deviant. No, he wasn’t telling them to channel their inner juvenile delinquent. He was, however, exhorting the crowd to depart from the trade show manager’s usual habits if they want to reach the ever-more-elusive marketing executives like himself.
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