Exhibitions

This chapter presents exhibitions, trade shows, and trade fairs as components of organisations' marketing communications strategies, an element of the marketing mix. The history of exhibitions is discussed, and distinctions between consumer (B2C) events and trade (B2B) events are made. The benefits of and motivations for exhibition participation by both exhibitors and visitors are highlighted, and the key stakeholders in the exhibitions market are identified. There is a discussion of the different categories of visitors and the various types of venues that can be used to host exhibitions. A step-by-step analysis of the various stages of organising an exhibition is undertaken, and reasons for the failure of certain exhibitions are reviewed.