Trade Shows: What Do the Exhibitors Think? A PERSONAL SELLING PERSPECTIVE

Abstract

Although arguments – both pro and con – can be constructed regarding trade shows, evidence suggests that enhancements to these events may be necessary. Reports an exploratory study, in which exhibitors at an industrial regional trade show were queried concerning potential improvements to trade shows and the perceived impact of these changes on the elements of the personal selling process. Results demonstrate that attendee quality, attendee quantity and measuring trade show results should be increased. Although the net effect of these changes, in concert with nine others examined, would be to impact positively all aspects of the personal selling process, the exhibitor′s ability to establish goodwill with customers would significantly improve relative to all other personal selling dimensions. Additionally, significant improvements to communicating, intelligence gathering and prospecting would be achieved relative to selling and servicing.

Citation

O′Hara, B.S. and Herbig, P.A. (1993), "Trade Shows: What Do the Exhibitors Think? A PERSONAL SELLING PERSPECTIVE", Journal of Business & Industrial Marketing, Vol. 8 No. 4, pp. 18-25. https://doi.org/10.1108/08858629310047234