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EVENTS & PROMOTIONS;ON A ROLL JOHN KORFF

Published on .

John Korff's 19th annual A&P Tennis Classic is a smorgasbord of family activities. Beginning July 15, it draws thousands of consumers and more than 300 marketers sampling products. New this year: the Maalox Chili Cook-off.

Age: 44

Title: president, Korff Enterprises, Mahwah, N.J.

Strategy: Own the event to give sponsors one-stop shopping. You can create anything sponsors want.

Insight: Incremental sales are big business to supermarkets, and supermarkets define local marketing.

Opinion: Sports alone is not enough entertainment.

Don't: Propose sponsorships with no way of measuring results. Supermarkets demand quantifiable programs.

Do: Overdo it. You can't overentertain spectators.

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