Trade Show Planning: A Model and Tools for Maximizing Effectiveness


  • Mary S. Spann
  • Leah Johnson University of Alabama in Huntsville
  • Mel Adams University of Alabama in Huntsville
  • Dawn Bendall University of Alabama in Huntsville


The "shallow pockets " of the typical small business manager require that marketing strategies be designed and implemented on a shoestring budget. Trade shows offer very a/tractive investment-payoff ratios for scarce marketing dollars. To reap these attractive, cost-effective benefits, however, requires that the small business manager plans effectively for trade shows. This paper discusses how to set selling and non-selling goals, how to select the right trade shows, how to prepare for the show itself, how to participate well and wisely, how to follow-up on the trade show, and how to assess the impact of trade show participation.


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How to Cite

Spann, M. S., Johnson, L., Adams, M., & Bendall, D. (1993). Trade Show Planning: A Model and Tools for Maximizing Effectiveness. Journal of Small Business Strategy, 4(2), 17-30. Retrieved from




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