Trade Shows 1. Introduction A. Trade sh

B. Trade shows now feature additional technical information to attract visitors.

A. Trade fairs began during the Crusades.

B. Today's shows comprise $25 billion annually.

C. More than 8,000 shows are held each year around the world.

A. Highly sophisticated in use of technology.

B. Technical representatives augment presence of traditional sales representatives.

4. Meetings and Trade Show Explosion

A. Strong sources of income for organizers.

B. Exhibitors have chance to meet with many customers.

C. Attendees can meet with many vendors and take advantage of additional technical information through seminars and breakout sessions.

B. Increased competition among shows and vendors.

Trade shows have long been an effective medium for companies to advertise their goods, introduce new products and meet face-to-face with customers. Trade shows are now used primarily as vehicles for marketing, although they also often feature speakers, tutorials and hands-on product demonstrations that enable customers to evaluate products in detail before making purchase decisions. Because trade shows can bring together large numbers of vendors and customers, both groups generally view the shows as useful investments. Most t

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ds. Through the use of sophisticated technology, trade shows are characterized by dynamic displays and exhibit areas that feature sales representatives, technical representatives and a variety of marketing ploys designed to bring customers into the booth. Computers are common sights in exhibit booths not only when they are the product being sold, but also to track sales leads and provide credit availability and shipping information, when required. Meetings and Trade Show Explosion There are many reasons for the proliferation of trade shows. Conference and trade shows generate large sums of money for those who coordinate them. Such companies receive a premium fee for exhibit space from vendors and also receive large fees from attendees for a multi-day pass that includes speeches, seminars, tutorials and product demonstrations. Such fees can run into the thousands, depending on the options that attendees select. Organizers also receive commissions from hotels and airlines. For vendors, trade shows are an opportunity to generate qualified sales leads for potential customers who are interested in the product (as indicated by their attendance at the show) and through personal interviews conducted at the booth. Trade shows
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