Trade shows have evolved from medieval fairs where producers would visit towns to sell goods, to large specialized exhibitions reflecting industrialization. The first modern trade show was The Great Exhibition in 1851, which displayed products from around the world and had over 6 million visitors. Trade shows provide an arena for companies to exchange information, introduce new products, and generate revenue for exhibitors, show organizers, and host cities. They involve exhibitors renting space to sell products, show managers selling space and planning logistics, contractors providing services, and attendees seeking new products or industry information. Major annual trade shows today attract global audiences in key industries.

1. HISTORY & EVOLUTION OF TRADE
SHOWS

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. 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.

5. 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.

6. 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.

7. 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.

8. 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

9. 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.

10. 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.

11. 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.

13. 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.

15. 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.

16. 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.

17. Major Trade Shows in the
World
MAGIC LAS VEGAS, U. S. A Texworld Paris

18. Canton Fair - China Export And
Import Fair
Global Seafood
Exposition, Belgium