TRADE SHOW GUIDELINES FOR SMALLER FIRMS

This article helps managers of small to medium-size firms assess their firm's performance at a trade show. Since smaller firms typically hav e fewer resources, they must be particularly aware of methods to impro ve performance to avoid the ''double jeopardy'' phenomenon, that is, s uffering twice in a head-to-head comparison with a large firm. We cons ider three different indices of performance based on visitor contact a nd interaction at a firm's booth. Suggestions are offered to minimize the effects of the ''double jeopardy'' phenomenon.