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exhibition


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A large-scale venue for the demonstration of goods and services from numerous producers usually brought together around a single theme or industry. These are an effective part of the overall marketing promotional mix. Exhibitions are dominated by business-to-business (B2B) marketing, although there are many exhibitions for consumers also. In the US the trade show is an indispensable part of marketing. There are several factors that determine whether or not it is a good use of resources to get involved in exhibitions: The right location: there are some places that excel at exhibitions, such as Las Vegas and Orlando. The exhibition hall or show area has to be impressive and well laid-out. The stands, including the documentation, advice, personnel, gifts, and interactive displays have to be attractive and compelling. The exhibitors have to be worth seeing—either for their products and services or even for the quality of their stand. The quality and quantity of the visitors is important: how many of them could be prospective clients? How many existing clients? How many buyers? How many potential visitors will see my competitors' goods if we do not exhibit? The technological and industrial environment: does it make attendance at a trade show compelling? Are important new products going to be on display or launched?

The right location: there are some places that excel at exhibitions, such as Las Vegas and Orlando.

The exhibition hall or show area has to be impressive and well laid-out.

The stands, including the documentation, advice, personnel, gifts, and interactive displays have to be attractive and compelling.

The exhibitors have to be worth seeing—either for their products and services or even for the quality of their stand.

The quality and quantity of the visitors is important: how many of them could be prospective clients? How many existing clients? How many buyers? How many potential visitors will see my competitors' goods if we do not exhibit?

The technological and industrial environment: does it make attendance at a trade show compelling? Are important new products going to be on display or launched?

Subjects: Marketing — History of the Americas.


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