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SHOULD EVERY MARKETER START BY DOING DEMOS AT COSTCO?

I knew this guy—let’s call him John. We occasionally worked together sampling coffee at Costco for a regional coffee roaster. Every weekend, the roaster sent teams of two-to-three people to Costcos all over the region. People came to our booth, asked for samples, we served them, answered questions and hoped they bought some bags of coffee.

Or I should say, most of us hoped.

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