A Three-Stage Model of Industrial Trade Show Performance

Srinath Gopalakrishna and Gary L. Lilien
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Srinath Gopalakrishna: Smeal College of Business Administration, The Pennsylvania State University, University Park, Pennsylvania 16802
Gary L. Lilien: Smeal College of Business Administration, The Pennsylvania State University, University Park, Pennsylvania 16802

Marketing Science, 1995, vol. 14, issue 1, 22-42

Abstract: Trade shows are an important but under-researched component of the promotion mix for most industrial products. In this paper, we develop a three-stage model of trade show performance, relying on different indices of performance at each stage: attraction, contact, and conversion efficiency. We model the impact of preshow promotion, booth space, use of attention-getting techniques, competition, number and training of booth salespeople on the extent of attraction, contact, and conversion. The results from an empirical application using data from 85 firms that participated in a major trade show in 1991 suggest significant and different impact of these variables. In addition, we illustrate how the model can be used to evaluate trade-offs among different decision variables. Finally, we develop some general results implied by our model concerning the optimal allocation of trade show resources.

Keywords: industrial marketing; marketing mix; trade shows (search for similar items in EconPapers)
Date: 1995
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:14:y:1995:i:1:p:22-42

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