Trade Shows

TRADE SHOWS

Trade shows provide a forum for companies to display and demonstrate their products to potential buyers who have a special interest in buying these products. The compacted time frame and concentrated location of trade shows are cost-effective for exhibiting companies and convenient for buyers.

Since the 1960s, trade shows have become an increasingly prominent part of the promotional mix. Their relative importance is reflected in the promotional expenditures of U.S. companies. Larger amounts are spent each year on trade exhibitions than on magazine, radio, and outdoor advertising; only newspaper and television advertising receive a larger share of promotional dollars.

The primary role of trade shows in the promotional mix is that of a selling medium. Depending on the type of product being exhibited, selling activities can involve booking orders or developing leads for future sales. If show regulations permit, they can even involve selling products directly at the exhibit. Trade shows also serve as vehicles for advertising and publicity. Exhibits can be very effective three-dimensional ads as well as collection points for names for direct-mail lists. They can also command the attention of the news media, which regularly cover shows in search of stories on new products and new approaches.

Participating companies can also accomplish nonpromotional marketing objectives at trade shows. Market research data, for example, can be collected from show visitors. Competitors' offerings can be evaluated, and contacts can be made with potential suppliers and sales representatives.

More than 10,000 trade shows are held in the United States each year, and the number is growing. Nearly half of those are large business-to-business shows with 100 or more booths. The smaller exhibitions include both business-to-business and consumer shows.

Business-to-business trade shows focus on goods and services within an industry or a specialized part of an industry. They are targeted to wholesalers and retailers with the intent of pushing products through the channel of distribution. Most attendees at these shows are actively looking for products and have the authority to buy. Examples of business-to-business exhibitions are those in the areas of health care, computer products, electronics,

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advertising specialties, heavy equipment, agriculture, fashions, furniture, and toys.

Consumer trade shows, like business-to-business expositions, also have an industry focus. They are different, however, in that they target the general public and, accordingly, are designed to stimulate end-user demand. The kinds of products exhibited at these open shows include autos, housewares, boats, antiques, and crafts.

Several trade show organizations provide information and assistance to exhibitors and those considering exhibiting. The Center for Exhibition Industry Research (formerly the Trade Show Bureau) is an umbrella organization that represents the entire exhibition and convention field. It sponsors research on the effectiveness and cost-efficiency of trade shows, has a resource center, and serves as a referral point for more specialized groups. The International Association of Exhibit Managers is the association of individuals within companies who are responsible for exhibit arrangements. Others, like the Healthcare Convention and Exhibitors Association, concentrate on the organization and promotion of shows for specific industries.

see also Marketing ; Promotion

bibliography

Lamas, Bob (1999, March). Involve Your Staff in Trade Shows for Better Results. Marketing News, 9-10.

Miller, S. (1999). How to Get the Most Out of Trade Shows. Chicago: NTC Business Books.

Earl C. Meyer

Winifred L. Green