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