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Essay on Trade Shows

A trade show refers to a business event conducted to bring together the members of a specific firm to exhibit, illustrate and discuss their products and services, which are new to the market. Most of the trade shows are conducted in pact centers in big towns and for several days. In addition, some trade shows are performed locally in hotels or local arenas, and they permit organizations in the expanse to link with the predictions.

In trade shows, various activities take place, including the following; First, trade shows provide presentations or workshops, sequestered exhibitor actions, grant an opportunity for customers to intermingle with the media, and bestow awards. Exhibitioners usually link with the recent consumers, underpinning associations with the merchants and distributors and also schmoosing with the influencers and the broadcast. The main objective of why attendees attend the trade shows is to familiarize themselves with the newest commodities being presented, get legit knowledge about the business and acquire the advantage of reduced show prices offered by the exhibitors.

Minor firms usually prefer attending a trade show event with the incarcerated exhibitors rather than setting their peculiar compartment. A corporate should deliberate trade show involvement fruitful if they returned from a display with a slant of guidelines, predictions, connections, or media remarks.


The manager of the trade show is responsible for managing the implementation and logistics of the event and displays to achieve the corporate objectives. He advances and contains a complete project plan for the event for all tasks involved, including bookings, promotional items, literature, and other niceties. Being a trade show manager supports the design, cost approximations, outline, and building of shows and exhibitions. In addition, the trade manager executes discussions with the merchants and the benefactors of various services for appropriate preparations within budget.

A trade show director may be obligated to have a bachelor’s degree since they oversee a team of primarily professional equal staff. It may also be an upstairs administrator-level inside a high-capacity invention environment. The manager makes daily decisions within the department. However, to qualify to be a trade manager, an individual must have a three to five-year understanding of the interrelated area. This implies that a lot of experience is needed in managing trade show events.


Trade shows are beneficial to companies as they help create awareness to customers about the existence of a new company’s product in the market. However, while some firms benefit from the conduction of trade shows, there still exist other companies that gain no interest from the trade shows. Therefore, it is essential to have a proper strategy and plan to gain maximum profit from show trading products. The steps which are involved when preparing a practical trade show marketing approach include the following;

  • Early planning- to succeed in marketing products and services through the trade show, a company should plan early in advance. This involves booking flights and rooms long in advance. Since this should be a strategic process, all aspects of the trade show should be clearly defined and aligned with the organization’s objectives.
  • The exhibitor should be a good speaker- a thorough explanation about the product’s usefulness and its benefit, and a company can have its trade show successful. Therefore, the exhibitor should posse good communication skills rather than just exhibiting the products.
  • Determination of trade show objectives- the business should be aware of the trade show goals. In some cases, companies conduct trade shows to generate buzz and create consciousness for the firm itself, while in some other firms, there might be definite sales interrelated goals.
  • Choose a perfect booth space and make it exposed and attractive. The location of a booth usually plays a vital role in achieving the success of the trade show efforts. Considering this, a company planning to exhibit their products through a trade show should recognize the outline of the exhibit room and hence select an appropriate area that will be best matched for significant traffic and assignation opportunities.
  • Develop an engagement plan- to attract the audience’s attention, and the exhibitor should consider something that lures in and engages the audience.
  • The conception of strategy for following up after the trade show is over, and the exhibitors should follow up and get to know who was interested in their products.


Appearance at the trade show event relies heavily on the means one uses to advertise it. Below are some of how a company can promote its trade show booth.

  1. Use of social media- old-style press relations within the scope of advertising a trade show booth is essential. The use of social media platforms such as Twitter, Facebook, Instagram, and other analogous sites to bring attention to the customers is one way of advertising a trade show booth. The use of profiles in social media is currently free. Nevertheless, there are limitations in reaching them since Ads planned uniquely for trade show events can be transmitted unambiguously to the aim team.
  2. Use of coupons and discounts. One of the best ways to attract customers during a trade show is by offering concession coupons. In addition, price draws can also lure customers into buying a particular product being presented in the market during trade shows. However, prize enticements are also faultless for advertisement on social media platforms.
  3. They are enabling customers to make online appointments. Trade shows can be advertised by allowing interested visitors to make appointments online. Through this advertisement, a company increases the chance of winning many customers to visit the trade show event.
  4. Usage of the trade show itself as a platform for advertisement. Numerous big trade shows give space for exhibitioners on their site. Some excellent advertising methods involve information provided to the customers as they visit the trade show grounds.
  5. Use of YouTube stars and bloggers. These are commonly known as influencers in which they not only need to be prevalent and pose a professionalism level. Through this way, a company can persuade customers of a high level of alliance.


As discussed above, a trade show’s success necessitates a well-implemented booth. Likewise, visiting trade show events involves various benefits, as outlined below. First, a trade show event is one of the ways of creating awareness about a new product being offered in the market. Furthermore, a trade show leaks the tactics and finest offerings of all the topmost sorts in the firm. These events are customarily occupied with a lot of knowledge which is helpful in the customers in exploring and learning about the firm one works in. Thus, a trade show event should involve fun, providing innovative occupation, bestowing web opportunities, fashioning consciousness, and offering a chance to study the company. Trade shows are essential as they help convey all the diverse facets of a firm together.


Rinallo, D., Borghini, S., & Golfetto, F. (2010). Exploring visitor experiences at trade shows. Journal of Business & Industrial Marketing.

Aspers, P., & Darr, A. (2011). Trade shows and the creation of markets and industry. The Sociological Review59(4), 758-778.

Bathelt, H., Golfetto, F., & Rinallo, D. (2014). Trade shows in the globalizing knowledge economy. OUP Oxford.

Player-Koro, C., Bergviken Rensfeldt, A., & Selwyn, N. (2018). Selling tech to teachers: education trade shows as policy events. Journal of Education Policy33(5), 682-703.

Yuksel, U., & Voola, R. (2010). Travel trade shows an exploratory study of exhibitors’ perceptions—Journal of Business & Industrial Marketing.

Gulson, K. N., & Witzenberger, K. (2022). Repackaging authority: artificial intelligence, automated governance, and education trade shows. Journal of Education Policy37(1), 145-160.

Measson, N., & Campbell-Hunt, C. (2015). How SMEs use trade shows to enter global value chains. Journal of Small Business and Enterprise Development.


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