Marketing is the creation, communication and distribution of ideas in the hopes that customers will purchase the products or services involved. In the past, marketing was a creative process that was expensive and time-consuming. With the development of technology, marketing has become more accessible and efficient. In particular, guerrilla marketing is a short history of how marketing has changed over time. Trade show marketing is a type of advertising that involves promoting products at trade shows. Trade shows are events where companies display their products to potential customers. These events often take place in convention centers, hotels, and exhibition halls. Companies use trade shows to promote their products and services to consumers. The first trade shows were held in London in 1851. Today, trade shows are held around the world and attract thousands of visitors. There are many different types of trade shows including product launches, exhibitions, conferences, expositions, and conventions. There are two basic types of trade shows: consumer-based shows and business-to-business (B2B) shows. Consumer-based shows focus on selling products directly to consumers. B2B shows focus on selling products to businesses. Consumer-Based Shows: A consumer-based show is a show that focuses on selling products directly to the public. Consumers attend these shows to purchase products. A consumer-based show is similar to a retail store. Visitors browse through booths and displays looking for items they want to buy. Business-To-Business (B2B) Shows: A business-to-business show is a show that sells products to businesses. Businesses attend these shows to learn about new products and services. A business-to-business event is similar to a trade fair. Companies set up displays and tables to showcase their products and services. Attendees visit the displays and talk to representatives from each company. Advantages of Trade Show Marketing: Trade shows offer several advantages over traditional forms of advertising. First, trade shows allow companies to reach a wide audience. Traditional advertising methods only reach people who live near the location of the ad. However, trade shows reach people all over the country. Second, trade shows provide companies with a captive audience. People attending a trade show have already expressed interest in the products being displayed. Third, trade shows give companies the opportunity to interact with potential customers. At a trade show, companies can meet face-to-face with prospective clients. Fourth, trade shows help companies build relationships with existing and potential customers. By meeting face-to-face, companies establish trust and credibility with their target market. Finally, trade shows cost less than traditional advertising methods. Because trade shows are targeted toward specific audiences, they require fewer resources. In addition, trade shows do not require expensive printing costs. Disadvantages of Trade Show Marketing: Although trade shows are effective marketing tools, they also have disadvantages. First, trade shows are time consuming. To generate sales, companies need to spend hours setting up displays and staffing booths. Second, trade shows are expensive. Companies pay booth fees and rent space at trade shows. Third, trade shows are difficult to plan. Most companies cannot predict how well their products will sell at a particular trade show. Lastly, trade shows are not always successful. Many companies fail to make enough money at a trade show to justify the effort spent planning and executing the event.
