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Trade shows history and importance

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Trade shows history and importance

  1. 1. HISTORY & EVOLUTION OF TRADE SHOWS
  2. 2. History •Modern trade fairs follow in the tradition of trade fairs established in late medieval Europe, in the era of merchant capitalism. •In this era, produce and craft producers visited towns for trading fairs, to sell and showcase products. •From the late eighteenth century, industrial exhibitions in Europe and North America became more common reflecting the technological dynamism of the Industrial Revolution. •In the late 19th century, the concept of annual industry-wide trade shows gained atraction, spreading from European manufacturing centres to North America. •By the 20th century, specialized companies came into existence simply to manage the trade-show industry, and permanent trade show grounds or convention centres were established as venues that featured a rotating calendar of trade shows.
  3. 3. Industry: The First Trade Show The father of modern trade shows was The Great Exhibition, held on May 1, 1851. The whole idea behind the show was to display the best products in the world under one roof. Here are some facts about the first ‘trade show’: •Modern trade shows resulted from the blending of traditional British retail shops and educational exhibitions with deep-rooted trade fairs. •Queen Victoria held the opening celebration for the exhibition. It was open for 5 months and had 6 million visitors. •All of the most coveted products where displayed such as musical instruments, guns, machinery, pottery, fabric and perfumes, just to name a few. •Oversized props have always been big part of trade shows along with amazing attractions and celebrity appearances, which hold true to modern trade shows. •The Crystal Palace was the McCormick Center of its time. It was 1,850 feet long, 108 feet high and took 5,000 people to build. •The Crystal Palace was the original trade show display. The building itself was designed specifically for the exhibition, then taken down after the event, so it could be relocated.
  4. 4. Purpose of trade shows • To provide an arena for the exchange of information between companies and potential clients. • Exhibitors can compare their products to those of their competitors, while attendees have the ability to closely examine competitive products. • Ideal for introducing and testing new products, thus allowing for feedback about the potential sucess of these products in the marketplace. • Trade shows are an extremely lucrative business venture and serve as a source of revenue for the show sponsor. • Also provide revenue for the host city and all related business.
  5. 5. SHOW MANAGER /SHOW ORGANISER/ SHOW PRODUCER • The show manager is an employee of an association . • A show managemet company is a private entrepreneur who is concerned with the infinite details of selling the show, moving in the show, setting up the show, executing the show and moving the show out of the convention or trade show facility. • The show managers top priority has traditionally been to sell the floor space to exhibitors. • They are responsible for making the show to the potential exhibitors, selecting the show site, making the hotel arrangements, developing educational programs, arranging for preshow and postshow activities and overseeing all logistical planning. • Mangers first priorities is to recruit potential exhibitors.
  6. 6. CONTRACTORS • The service contractor is a major the scenes player whose function is to provide all major services to exhibition management and exhibitors for trade show. • Contractors actually service two levels of customer 1. Show management 2. Individual exhibitors. • These two customers have different needs during the setup and run of the show and the service contractors is responsible for working with both seta of needs. • The manager provide the contractors with detailed information about the show and its needs.
  7. 7. Services of General Contractors Show Management Service  General decorating- Registration, offices, enterance way.  Pipe and drape setup.  Booth setup.  Carpet rental.  Furniture rental.  Signage and graphics.  Advance palnning for show.  Labour and union contracting and management.  Cleaning service.  Drayage and material handling
  8. 8. Exhibitor services  Rental exhibit options.  Hospitality suite setup.  Booth signage.  Labour union contracting and management.  Carpet rental.  Furniture rental.  Signage and graphics.  Installation and dismantling services.
  9. 9. Additional Services.  Floral.  Catering.  Photography.  Over the road transportation.  Telephone/fax services.  Modeling.  AV rental.  Security.  Electrical.  Plumbing, air and water.  Exhibit design and construction.
  10. 10. EXHIBITORS Exhibitors rent space, purchase an exhibit, have it transported and set up, all in return for an opportunity to sell and are ultimately responsible for making a decision to participate at any show. Qualities of a Good Exhibitor • Provide unique experiences. • Aware of new technologies. • Booth Design.
  11. 11. ATTENDEES • Those people who attend trade shows and expositions to buy from the exhibitors or learn more about their industry are called the show attendee or delegates. • There are several different kinds of attendees at trade shows including serious, qualified customes, trade show press and what Miller (1990) calls “Lookie- Loos”. • Trade show manager are often interested in having as many attendees as possible, because high attendance figures make marketing future shows easier. • Any number of people from a particular company might serves as the show attendeea, including CEOs, middle managers, sales managers or buyers.
  12. 12. TRADE SHOW BUREAU  In 1978, twelve industry groups realized that a neutral, non issue-oriented organisation was needed to address the trade show industry.  They found Trade Show Bureau for the solo purpose of promoting Trade Show as a bona fied marketing medium- a vital component in the marketing mix that could match or exceed comparable inveatment in other marketing venues.
  13. 13. Ten Steps to Trade Fair Success. 1. Secure management support. 2. Set specific and realistic objectives. 3. Do a market analysis and adequate research. 4. Select a specific trade show that coincides with your market targets. 5. Plan an adequate budget. 6. Develop preshow promotion. 7. Create professional staff for the booth. 8. Learn how to sell and effectively negotiate during the exhibtion. 9. Follow up trade show leads carefully and immediately. 10. Evaluate and measure the performance and result of a trade show.
  14. 14. Major Trade Shows in the World MAGIC LAS VEGAS, U. S. A Texworld Paris
  15. 15. Canton Fair - China Export And Import Fair Global Seafood Exposition, Belgium

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