Trade-Show Management

Abstract

This study examines the relative amount of money firms spend on hospitality trade shows as compared to other marketing activities (such as direct mail and display advertising) and evaluates whether hospitality-industry exhibitors are maximizing the value of their trade-show participation. Six activities were identified as contributing to trade-show success (and, presumably, cost effectiveness): (1) integrating trade shows into an overall marketing plan; (2) establishing specific and quantifiable objectives for each show; (3) planning show strategies and actions far in advance; (4) promoting the company's participation to prospective customers beforehand; (5) selecting and training personnel; and (6) following up with show visitors. A survey of 200 companies found that the size of a company's trade-show budget and the existence of planned, quantifiable objectives for trade-show participation increased the show's value to the company. The key objectives of hospitality exhibitors were generating and qualifying sales leads. Such sales-related activities require advance planning and the commitment of sufficient funds to do them well. Planning for the show includes motivating potential buyers to attend the show, to visit the company booth, and to be receptive to the notion of doing business with that particular firm. As such, the booth's presentation and the information disseminated there by knowledgeable, well-trained attendants must be first-rate and, ideally, more creative than competing exhibitors.