TRADE SHOWS

Trade Shows and its impact on People Attitude

Abstract

Tradeshows have become a powerful marketing medium because they attract thousands of visitors and exhibitors and provide an opportunity to use the platform to pursue a variety of mix. The purpose of a trade show display can be to increase or reinforce market share (it is a phenomenon of consumer shows that the best-known, most dominant brands—the ones least in need of exposure—often have the most prestigious booths, and expensive giveaways for attendees), to encourage existing customers to buy more or to expand their purchases to other products from the company, to introduce new products, or to position or reposition the brand identity. This research examines the extent to which tradeshows are suitable as a tool of live communication, education, networking and building business relationship. The findings of this research will help determine how The MATS will be successful by analysing roles and effect of previous tradeshow and how to get the most of a tradeshow. This will be achieved by studying and evaluating participation and performances of previous tradeshows. The research will also help analyse the importance of setting objectives and also engage in pre-show planning activities to help achieve goals.Section One

Trade Shows

Introduction

The MATS is a trade show event, the show will be held at the Manchester Conference Centre which is situated at the city centre. The event will bring the biggest names in the industry and the mass market in one place. The MATS is not just to facilitate actual commerce transaction, it is a trade show about people with similar interest, about building relationships and about sharing knowledge. Trade shows are an integral part of the marketing strategy for many products and services, especially in industrial/organisational markets. Indeed, trade shows are the second most important promotional factor influencing buying decisions of industrial purchases, after personal selling. Spending on trade shows was forecasted to increase by 6.2 per cent or £10.31bn in 2006 and for the first time the expenditure is projected to be greater than business-to-business (B2B) magazine spending in 2009. Not surprisingly, marketing scholars have examined various aspects of trade shows, including advantages to exhibitors, generating product awareness and interest, show selection, budgeting, selling strategies, the effectiveness of trade shows, facilitating the customer in their buying process and effects on financial performance, motivations, and communicating to potential customers via display formation, illustrative exhibits, brochures, and other print materials and special deals or packages and services (Robbe 2000, 12 - 23).

Despite these examinations, several authors have argued that there is a general lack of research in the trade show research domain. In recent years, due to the effects of globalization and subsequent increases in tourism activities the tourism industry including travel trade shows have experienced significant growth. Travel trade shows and in particular international trade shows are a popular medium to promote tourism, travel and hospitality services. Although, some articles examine trade shows in the tourism industry, research investigating the motivations for participating in international trade shows and the effectiveness ...