Measuring trade show effectiveness: An effective exercise?

The trade show is an event that seems to be well accepted in marketing circles. However, despite their growing numbers, trade shows do have their downsides and critics. Part of this problem may be due to the fact some marketers fail to answer the basic question of trade show effectiveness. Thus, in an effort to bring some focus to this issue, we examine findings and research to date with respect to trade shows and highlight some areas that marketers might consider in assessing the effectiveness of these events.