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Marketing Smarts

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This story appears in the November 1996 issue of Entrepreneur. Subscribe »

Next time you're brainstorming for marketing ideas, peruse the calendar listings of a local newspaper or magazine. Participating in any one of the events listed could get your business prime exposure. It's called ambush marketing-or event marketing.

"Event marketing is a magnificent opportunity for you to show your wares," says Raleigh Pinskey, owner of The Raleigh Group, a marketing consulting firm in Santa Monica, California. The author of You Can Hype Anything (Carol Publishing), Pinskey believes entrepreneurs are all too often merely passive marketers. "Small-business owners need to get out of their stores and put their mission statements to work," she says.

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