Marketing Communications

476 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS

REVIEW QUESTIONS

1. What is the importance of trade fairs and exhibitions in the marketing communications
   mix?


2. What are the main objectives of trade fair participation, and for which objectives are
   exhibitions and trade fairs most suited?


3. What are the basic steps and considerations in the development of an exhibition participa-
   tion plan?


4. How can the effectiveness of exhibitions and trade fairs be assessed?


5. What are the limitations of trade fair participation?

Summary

Exhibitions and trade fairs are mainly, but not exclusively, used in business-to-business

marketing as places for merchants of a certain product category or industry to meet and

talk. Diff erent types of exhibitions can be distinguished, such as public fairs, horizontal and

vertical trade fairs, conference-bound exhibitions and trade marts. Th e place of exhibitions,

especially in business marketing communications, is considered to be almost as important as

direct marketing and personal selling. Th e objectives of exhibitions can be very diverse: to

launch and test new products, establish brand or company awareness, demonstrate products,

reinforce corporate image, monitor the competition, build relationships, generate sales leads

and sell products. Exhibitions and trade fairs have to be planned carefully. Aft er an analysis

of the exhibition project, and making an inventory of what is needed, the actual exhibition

has to be prepared, a concept for a stand has to be developed and the exhibition has to be

realised (reservations, stand-building, catering, press, etc.). Aft er the exhibition, the results

have to be evaluated. Th is can be done by counting the distributed information and the

numbers of passers-by and personal contacts, by analysing the fl ow of visitors and observing

visitors’ behaviour, or by surveying them. Sales returns can be measured.

Further reading

Kirchgeorg, M., Dornscheidt, W.M., Giese, W. and Stoeck, N. (2006), Trade Show Management.

Wiesbaden: Gabler.

Krauel, J. (2008), New Trade Show Design. Barcelona: Links International.

Raj, R., Walters, P. and Rashid, T. (2008), Events Management: An Integrated and Practical

Approach. London: Sage.

Siskind, B. (2005), Powerful Exhibit Marketing: Th e Complete Guide to Successful Trade Shows,

Conferences, and Consumer Shows. Mississanga, ON: Wiley.

Stevens, R. (2005), Trade Show & Event Marketing: Plan, Promote & Profi t. Andover;

Th ompson Learning.

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