Chapter 11 Exhibitions and trade fairs
“Places where manufacturers and retailers of a certain product category or industry meet each other
to talk about trade, to present and demonstrate their products and services, to exchange ideas and
network, and to buy and sell products.”
- One of the oldest communication tools, but still important in the communications mix
- Complementary effect of trade shows on direct marketing and personal selling
- Positive effects on customer purchase intentions
- Mainly (but not exclusively) used in B2B marketing
Types of exhibitions and trade fairs
Public or general fairs
Open to general public:
- General interest fairs: target broad audience, exhibit wide and diverse range of products and
services, strongly promoted, aimed at buying visitors
- Special interest fairs: target certain segments of general public, aimed at informing visitors
Trade fairs
Open to people working in certain field of activity or industry (mostly B2B market)
- Horizontal trade fairs: exhibitors from one industry present products and services to target
groups from different industries
- Vertical trade fairs: exhibitors from different industries present products and services to
target groups belonging to one field of activity
Open to people working in certain field of activity or industry (professionals)
- Conference-bound exhibitions: small exhibitions linked to a conference (very popular in the
US)
- Trade marts: hybrid form, with permanent stands and samples on display (e.g., Trade Mart
Brussels)
Types of exhibitions based on the type of visitors and exhibitors
The role of exhibitions in marketing communications
Below-the-line communications tool with several advantages:
“Places where manufacturers and retailers of a certain product category or industry meet each other
to talk about trade, to present and demonstrate their products and services, to exchange ideas and
network, and to buy and sell products.”
- One of the oldest communication tools, but still important in the communications mix
- Complementary effect of trade shows on direct marketing and personal selling
- Positive effects on customer purchase intentions
- Mainly (but not exclusively) used in B2B marketing
Types of exhibitions and trade fairs
Public or general fairs
Open to general public:
- General interest fairs: target broad audience, exhibit wide and diverse range of products and
services, strongly promoted, aimed at buying visitors
- Special interest fairs: target certain segments of general public, aimed at informing visitors
Trade fairs
Open to people working in certain field of activity or industry (mostly B2B market)
- Horizontal trade fairs: exhibitors from one industry present products and services to target
groups from different industries
- Vertical trade fairs: exhibitors from different industries present products and services to
target groups belonging to one field of activity
Open to people working in certain field of activity or industry (professionals)
- Conference-bound exhibitions: small exhibitions linked to a conference (very popular in the
US)
- Trade marts: hybrid form, with permanent stands and samples on display (e.g., Trade Mart
Brussels)
Types of exhibitions based on the type of visitors and exhibitors
The role of exhibitions in marketing communications
Below-the-line communications tool with several advantages:
