Behind the Booth

Chonko, Lawrence B.; Tanner, John F.; McKee, Joyce
June 1994
Marketing Management;Summer94, Vol. 3 Issue 1, p40
Almost 40% of attendees at a recent high-tech trade show said it failed to meet their needs, primarily because the booths were not staffed with the right personnel. The key to booth staffing lies in knowing who will be attending the show and what they hope to gain from their efforts. If trade show managers train the right people to ask the right questions, they can identify prospects and achieve marketing goals. And they will satisfy attendees' varied needs for information, which in turn creates a greater likelihood of show success. INSET: About the authors..


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