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What Is A Trade Show?
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 Having
been in the trade show industry forever (or at least for what seems like
forever), I recently realized that I (incorrectly) assume that everyone knows what a trade show is. But although I hang out with
many trade show veterans and trade
show warriors like myself who know exactly what a trade show is (because
we've been to more trade shows and have designed more trade show displays and
have manned more trade show booths and have given out more trade show giveaways than we can
ever possibly remember), several of my other
friends and I'm guessing a whole lot of people in general really don't know what a
trade show is, or they have the wrong idea of what trade shows are, and sometime have
complete wrong misconceptions about why trade shows exists and what their
purpose is. So with that in mind, I thought I'd write down my thoughts on
What Is A Trade Show, why trade shows and conventions are (still) relevant and important,
and by understanding that, explain who can benefit from trade shows and why. So,
let's begin to answer the question, what is a trade show?
1. A Short History of the Trade Show
2. What is a Trade Show?
3. What a Trade Show Is NOT (common misconceptions and myths)
4. Are Trade Shows Still Important (and what about the new alternatives)?
5. Who Can Benefit From a Trade Show?
1. A Short History of the Trade Show
Trade shows have been around for a long, long time, though not
in their current form with all the flashy trade show displays and noisy trade
show booths overflowing with all the popular free trade show giveaways... Trade shows
(more than likely) didn't exist back in the time of the cave man (though I think
I've seen a few modern day trade show Neanderthals manning a few trade show
booths). The ancient bazaars of Babylon could probably be considered an example
of some of the first real "trade fairs", where merchants would gather in the
local town square to peddle their goods and wares, and shoppers would learn to
haggle and barter to the best bargain or deal. In the middle ages in medieval
Europe, the town square trade fair continued as a place to meet and exchange
goods and services for barter or cash. Then with the arrival of the mercantile
era and the beginning of increased world trade, the size and number of trade
fairs grew. Subsequently the arrival of the Industrial Revolution with its
modern factories and mass production brought a massive increase in the number of
manufactured goods which meant more commerce, more trading, and more goods
The modern trade fair / trade show / convention probably has its roots in
the World Trade Fairs which started in the 1850's and ran through the beginning
of World War II. During this period, the world's fairs were a popular
method to demonstrate and show off new science and technology to millions of
amazed visitors. Historians credit a series of influential world's fairs during
the later part of the 19th century with shaping modern trade shows. The first of
these influential worlds fairs was the Crystal Palace Exhibition in London in
1851, which drew 6 million visitors. The Centennial International Exhibition in
Philadelphia in 1876 attracted 10 million visitors. Perhaps the most influential
worlds fair was the 1893 World's Columbia Exposition in Chicago, which is
credited with popularizing midway rides among other things. And we must not
forget to thank the 1889 Exposition Universelle World Fair in Paris for
the Eiffel Tower, which was supposed to be a "temporary" structure, but still
serves as a world landmark to this day, and held the claim of being the tallest
structure in the world for four decades until the Chrysler Building took the
honor when it opened in 1930.
In the beginning of the 1900s there were less than a hundred
trade associations in the US, but that would change as the century progressed.
For the first half of the century the growth in the number of trade associations
(and association sponsored trade shows was steady, but then in 1960s with a
dramatic increase in new technologies and industries, there was a corresponding
increase in the number of trade associations, and also in the number and size of
trade shows, trade fairs, and conventions. By 2004, the US could boast of over
80,000 trade associations, which would hold trade shows that would draw over 21
million people. Trade shows had become a huge industry unto themselves. In 2009,
the annual Consumer Electronics Show (CES) in Las Vegas, one of the largest
North American trade shows which showcases some of the biggest tech companies in
the world and which is used to introduce their latest products to the world, had
2,700 exhibitors, and drew over 100,000 attendees, though that number of
attendees was dwarfed by the New York International Auto Show at the Jacob
Javitz Center in New York which pulled in over a million attendees in 2009.
2. What is a Trade Show?
A trade show or trade fair generally focuses on a particular
industry or technology, and provides a chance for companies (exhibitors) to set
up a temporary trade show booth space to showcase their products and services. A trade show
provides an opportunity for other companies, or in some cases, the general
public, to attend the trade show and to visit the various trade show displays to see
the various products and learn more about them, as there are often live
demonstrations of the exhibitors' newest products and technology. The key to a
trade show and what sets it apart from other types of marketing is the
face-to-face human interaction (on a massive scale). A trade show is a
formal venue where a large number of people can meet in person to see and
discuss a wide variety of products and learn more about them. In addition, a
trade show also provides a great opportunity to the exhibiting companies for
media coverage of new products and ideas.
3. What a Trade Show Is NOT (common misconceptions and myths)
A trade show is not a chance to escape a cold Winter climate to
take a vacation in a warmer locale. It is not a junket, or a way to get out of
work for a week. It is not a place to wander aimlessly trick-or-treating each
trade show booth in the hopes of getting some free swag (aka trade show
giveaways). It is not a place to go in hopes
of being able to ogle scantily-clad booth babes. It is not a place to sit in the
trade show booth complaining that there are no qualified prospects stopping by. It is not a
party, but it also doesn't have to be a "chain-gang hard labor sentence"
experience. To outsiders, it may appear to be just a corporate junket or a waste
of time, but for prepared and experienced trade show exhibitors and trade show
attendees and visitors alike, a trade show is one of the most effective places
to meet face-to-face and get business done!
4. Are Trade Shows
still important (and what about the alternatives)?
The short answer is YES. Trade shows are just as important and
relevant today as they have been in the past. Social media and the internet are
new technologies that can compliment your trade show marketing efforts, but they
shouldn't replace them. And other old school marketing technologies like
television advertising and direct marketing should also remain complimentary
additions where they make sense. Office calls are a way to meet customers
face-to-face one at a time, but nothing can replace a trade show as a way to
meet a lot of customers face-to-face in a focused environment and in a limited
time frame.
5. Who can benefit from a Trade Show?
Those people who know what a trade show really is and who
understand its true potential are the ones who can benefit from trade shows.
Those who prepare and learn in advance can benefit from a trade show. Those
focused individuals who do their research and who have the right attitude, and
who set reasonable attainable goals can certainly benefit from trade show
marketing. Start your trade show marketing education with a few of these
articles...
seven rules for trade show success | trade show giveaway ideas
trade show booth ideas |
trade show display ideas |
trade show booth graphic basics
more trade show marketing articles
Institute
for Trade Show
Marketing Excellence | ITSME
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