Monday, January 12, 2026

How do you reach a major prospect who'll be at the same trade show?


 

A little known trick is to buy "remnant" ad space in a regional edition of USA TODAY. Call it $3,000 for Chicago. My client, IRM, had been trying to get through to the CEO of McCain Foods. I created this ad which ran in USA TODAY. Many hotels put the newspaper on the doorsteps of their visitors. Result: EVERYONE came by the IRM booth. Everyone except McCain Foods. And their CEO didn't even come to the trade show. The good news: IRM was quickly acquired by another entity. Selah. Sincerely yours, Rick Bennett Ad Hit Man

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Implementation suggestions for THE MORGAN DOCTRINE are most welcome. What are the "Got'chas!"? What questions would some future Cyber Privateering Czar have to answer about this in a Senate confirmation hearing?