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The winners of the competition benefit from many supporting tools to support the promotion of the prizewinning product before the trade fair, during the trade fair as well as after the trade fair closes. The Gold Medal competition's results are determined a few weeks before a given trade fair starts, so that a marketing campaign can be prepared for the prizewinning product. Medal winners often use the image of the Gold Medal to promote the prizewinning products, since they regard it a reliable recommendation, which is important in the process of building the trade mark and the trust to the offered products' quality. Research shows that the effort made by the prize-winner Exhibitors render an increased interest of the consumers, users and the media in towards the products which are being promoted in this way. Campaigns employing the image of the Gold Medal prove more effective, and thus have a significant influence on increasing the sales of the prizewinning product.

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