A 3-STAGE MODEL OF INDUSTRIAL TRADE SHOW PERFORMANCE

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