The effectiveness of trade show efforts for exhibitors of woodworking machinery

Trade shows have emerged as a significant component of woodworking machinery manufacturers' marketing and selling strategies. However, with the costs associated with exhibiting rising, growing global competition, and increasing financial commitments to technological advancement, woodworking machinery manufacturers must better manage their trade show efforts. This research study, conducted before, during, and following a major woodworking machinery industry trade addresses distributor use of trade shows and develops a more concrete method of determining the effectiveness of trade show expenditures for exhibitors.; Woodworking Machinery manufacturers predominately use distributor networks to reach their customers and reduce the costs associated with selling their products. However, the majority of their trade show focus is frequently placed on end-users, with very little attention given to managing distributor traffic at trade shows. Trade shows have been cited in other industries as playing a significant role in the "push-pull" strategy by which marketers "push" products into distribution channels through exhibit marketing and "pull" them through with advertising and sales promotion. For this reason, a trade show's ability to increase orders taken from distributors, increase distributor interest, and enhance the manufacture/distributor relationship is of great importance to woodworking machinery manufacturers who sell their products predominately through these networks.; Results indicate significant differences between distributor and end-user attendance objectives along buying and non-buying lines. An adaptive approach to show selling is suggested, matching appropriate selling and non-selling messages to distributor and end-use attendees. This study also presents a methodology by which exhibitors may evaluate the effectiveness of their trade show expenditures toward distribution intermediaries. We have demonstrated a positive economic return on trade show investment (ROTSI), and have reported what we believe is the first direct demonstration of the economic and cognitive effects associated with a marketing communication system which incorporates both trade show exhibition and post-show personal selling efforts.