Marketing Communications

TYPES OF EXHIBITIONS AND TRADE FAIRS 459

Introduction

An exhibition or trade fair is a place where manufacturers and retailers of a certain product

category or sector meet each other to talk about trade, to present and demonstrate their

products and services, to exchange ideas and network and actually to buy and sell products.

Exhibitions and trade fairs are one of the oldest communications tools. Th ey originate

from the Roman period when merchants traded at fi xed places called ‘Collegia Mercatorum’.

At trade fairs, goods were exchanged for other goods until coinage became more widespread

in the sixteenth century. Value was defi ned by supply and demand. Most trade fair and

exchange buildings were built during the Middle Ages. Th e invention of the car in the late

nineteenth century made some people predict that exhibitions and fairs would disappear

because merchants would travel to meet buyers for personal selling. However, exhibitions

have proved their added value to other communications mix elements and are an important

part of the communications mix. Several studies have proved that there is a complementary

eff ect of trade shows on personal selling. Trade show exposure signifi cantly reduces the cost

of follow-up sales eff orts to close the sale. Th is cost reduction exceeds the breakeven, and

return-on-sales fi gures are higher among show attendees than non-attendees. Trade shows

also generate positive eff ects on customer purchase intentions.^1

Th is chapter discusses the place of trade fairs and exhibitions in the marketing communica-

tions mix and the objectives and target groups for which trade fairs and exhibitions may be

used, and provides a framework for how to use this communications tool in an eff ective way.

Types of exhibitions and trade fairs

Exhibitions can be broadly divided into public fairs and trade fairs ( Table 14.1 ).

Public or general fairs are open to the general public. Th ere are two kinds of public fairs:

general interest fairs and special interest fairs. Th e former target a broad audience and oft en

exhibit a wide and diverse range of products and services. Th ey are strongly promoted and

aim to attract as many visitors as possible, especially buying visitors. For instance, Th e France

Show in January 2012 attracted more than 17 800 visitors over three days. Th e France Show

is the UK’s largest event dedicated to France for lovers of French culture, cuisine, wine and

way of life. Th e show also incorporates the largest French Property Exhibition in the UK. In

two seminar theatres expert advice is off ered to all those planning to move to France. Th e

France Show is organised by the publishers of French magazines ( French Property News ,

Living France and France magazine) and the French property portal.^2 Special interest fairs are

fairs targeted at certain segments of the general public. Th ey oft en place emphasis on inform-

ing visitors rather than making them buy. For instance, Adventure Aff air is a fair for exciting

and active leisure activities such as bungee jumping, mountain climbing, survival trips, etc.

Trade fairs are open to people working in a certain fi eld of activity or industry. Th ere are

four kinds of trade fairs. In horizontal trade fairs , exhibitors from one single industry exhibit

their products and services to professional target groups, such as sales agents or distributors,

Table 14.1 Types of exhibition

Public fairs Trade fairs

General interest Horizontal

Special interest Vertical

Conference-bound

Trade mart

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