To what extent do trade show exhibitors engage in objective-setting and planning?

The aims of this study carried out in Mauritius were to examine the extent to which exhibitors established objectives and plans before participating in trade shows. Companies should realize the importance of setting objectives and engage in pre-show planning activities in a methodical way. Based on these, managers should be able to make informed decisions about which trade shows to attend and how much to spend among others. Although trade shows are regarded as an important tool of marketing communications, relatively few studies have examined the importance of objective setting and the step-by-step approach to planning trade show attendance. 44 textile firms were surveyed and a response rate of 73 % was obtained. Respondents did set many objectives before participating in trade shows but did not engage systematically in planning activities such as sending personal invitations to potential visitors and training of booth staff.