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U.S. Department of Agriculture: Better Trade Show Management Can Increase Benefits to Exporters

NSIAD-92-122 Published: Mar 10, 1992. Publicly Released: Apr 06, 1992.
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Highlights

Pursuant to a congressional request, GAO reviewed the Department of Agriculture's (USDA) trade show program, focusing on: (1) the trade show program's role in promoting U.S. agricultural exports; (2) trade show program management; (3) USDA provision of subsidies to trade show exhibitors; and (4) program evaluation efforts.

Recommendations

Recommendations for Executive Action

Agency Affected Recommendation Status
Department of Agriculture To enhance FAS procedures for developing export markets, the Secretary of Agriculture should direct the Administrator, FAS, to develop measurable objectives for the trade show program based on the role assigned to the program in the strategic plan.
Closed – Implemented
Objectives have been established involving measuring promising contracts and potential sales.
Department of Agriculture The Secretary of Agriculture should direct the Administrator, FAS, to reprogram funds in order to permit HVPSD to increase its role in program management and, if appropriate, its presence at international food and beverage trade shows.
Closed – Implemented
FAS has raised exhibitor fees and otherwise been more efficient; there is no longer a need to reprogram funds to become more active in trade show management.
Department of Agriculture The Secretary of Agriculture should direct the Administrator, FAS, to give HVPSD management responsibility for certain technical aspects of the trade show program, including the development of: (1) a standard pavilion design; (2) guidance to posts requiring an information booth at each trade show it sponsors or participates in; and (3) a standard set of publications and directories for trade show visitors at the information booths.
Closed – Implemented
FAS/Washington has become more active in trade show location selection, pavilion and booth design, requiring an information booth at each show and developing a standard list of publications for distribution to visitors at shows.
Department of Agriculture The Secretary of Agriculture should direct the Administrator, FAS, to require trade show coordinators to better prepare exhibitors for trade show participation, including using video conferencing, if appropriate.
Closed – Implemented
FAS has developed various methods to better prepare exhibitors, including a video. It is also investigating the use of video conferencing.
Department of Agriculture To decrease the high U.S. subsidy rate for participation in trade program shows, the Secretary of Agriculture should direct the Administrator, FAS, to provide a reduced fee for a participant's first few shows, or otherwise recoup all direct costs.
Closed – Implemented
FAS has lowered some booth fees and has encouraged states to split booths for smaller companies. FAS recovers all costs, except shipping.
Department of Agriculture To decrease the high U.S. subsidy rate for participation in trade program shows, the Secretary of Agriculture should direct the Administrator, FAS, to reevaluate FAS support for the National Association of State Departments of Agriculture's (NASDA) trade show after analyzing the results of the 1993 show.
Closed – Implemented
FAS will reevaluate its support for the NASDA show after the 1993 show.
Department of Agriculture To provide better information on exhibitors' reactions to the trade show program, the Secretary of Agriculture should direct the Administrator, FAS, to develop a system that ensures effective distribution and collection of pre- and post-show questionnaires.
Closed – Not Implemented
FAS has significantly increased the percentage of post-show questionnaires it collects and eliminated pre-show questionnaires entirely.
Department of Agriculture To provide better information on exhibitors' reactions to the trade show program, the Secretary of Agriculture should direct the Administrator, FAS, to design questionnaires to ensure clear responses to questions.
Closed – Implemented
FAS has revised the questionnaires to improve the quality of data collected relating to exhibitor goals and accomplishments, and to the value of FAS pre-show briefings.
Department of Agriculture To provide better information on exhibitors' reactions to the trade show program, the Secretary of Agriculture should direct the Administrator, FAS, to sample exhibitors for follow-up evaluations after a designated period.
Closed – Implemented
FAS will incorporate a follow-up evaluation into its contracted-for evaluation of its trade show program.

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Topics

Agricultural programsBusiness assistanceCommodity marketingComparative analysisExportingForeign governmentsProgram evaluationProgram managementSales promotionSubsidiesTrade fairs