A trade show is an international exhibition usually organized by a few marketing firms, attended by businesses in a particular industry, to show and promote their latest products and services, interact with other businesses, research activities of potential competitors, and discuss market trends and possibilities. A trade show is generally characterized by exhibits, demonstrations, and discussions. A trade show takes place in various places such as a city park, convention center, a town hall, or in some other public area. Trade shows can also be privately organized by businesses. Some trade shows are focused on a particular industry while others are generalized exhibitions, covering all segments of commerce.
Trade shows are intended to foster communication, create awareness, increase market share, and increase competitiveness among small businesses. They also help to reduce product prices, attract new customers, improve employee relations, spread the word about a company, increase sales, and provide a venue for free publicity. Most of the participants at a trade show or fair do not have a formal training in marketing. Many companies rely on traditional marketing methods, such as handing out printed handbills or business cards, distributing flyers and catalogues, giving away large banners, distributing newsletters, etc., as well as on conventional advertising methods, such as newspaper advertisements, TV commercials, radio announcements, fliers, etc. A number of companies also purchase display booths, set up stand and advertising banners, and hire booth designers and distributors.
Trade shows and fairs are increasingly used by companies and organizations to strengthen marketing and sales programs, increase customer awareness and loyalty, display products, distribute and sell promotional materials, and showcase new product developments. Trade shows and fairs can be used for advertising new products, increasing sales, exposing competitors, creating awareness, testing the marketability of a new product, and gathering market information. Many international trade shows and fairs occur every year. A number of well-known trade shows take place each year in the U.S., including the North American Professional Association of Exhibitors (NAPEA) and the North American Industry Association (NAIA). The most popular U.S. trade shows include the Consumer Electronics Show (CES), the South Beach Convention and Exhibition, the International Consumer Electronics Show (ICES), the APEC/IEEE World trade show, and the Chicago International Trade Exposition (CITE).
Businesses are increasingly using trade fairs and exhibitions to strengthen marketing strategies, increase customer awareness and loyalty, demonstrate new products, spread the word about a new company, increase sales, and present and test the marketability of a new product. Although companies often try to develop their own marketing strategies at trade shows, it is usually a better idea to hire an experienced marketing consultant, who will present and assess the marketing plans and strategies that the company has developed. Marketing consultants usually develop new marketing strategies based on the needs of their clients. They usually work with the client for a week or two, helping to understand their company, its customers, its competitors, and their target market. They help develop new marketing strategies, conduct research, conduct focus groups, evaluate target markets, and prepare reports.
For companies who don’t exhibit at trade shows, they still use them as an opportunity to meet and build relationships with suppliers and other businesses that they would not normally be able to do business with. Many suppliers, distributors, and manufacturing companies choose to attend trade shows because it gives them the opportunity to display their products to thousands of people every year. They will meet potential customers and be exposed to hundreds of offers. They will be able to network with other suppliers and acquire new contracts by being the first one to bring a contract to a dealer.
Trade shows and exhibitions are also a great place for entrepreneurs and small business owners to meet potential partners, expand their business, and get new customers interested in their products and services. Most small business owners attend some kind of trade show or exhibition each year, getting the exposure they need to move their products. They improve their image and increase awareness of their company. Exhibitors and dealers attend trade shows and expos to meet other business owners and potential partners. If you attend an exhibition fair, you will get the chance to talk to people who can help your business.