Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee preferences

• Published in: Industrial marketing management 2020-11, Vol.91, p.581-595
• Main Authors: Haon, Christophe, Sego, Trina, Drapeau, Nancy, Sarin, Shikhar
• Format: Article
• Language: English
• Subjects: B2B Marketing; Business administration; Business-to-business marketing; Exhibitions; Humanities and Social Sciences; Promotions; Trade shows
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2020.03.016

This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors. Using secondary data from 9215 attendees and 885 exhibitors of trade show, our study shows that:•There are substantial differences between the staffing preferences of attendees and trade show staffing by exhibitors.•Relative to attendee preferences, trade show exhibitors significantly understaff with technical personnel.•Trade show exhibitors also significantly overstaff with executive/upper management and sales/marketing personnel relative to attendee preferences.•Our findings have implications regarding how trade show exhibitors can better deploy their staffing resources and improve their effectiveness and return on investment.