What's Next for Trade Show Design

Trade shows are typically second only to personal selling in business-to-business promotional expenditures. As a result, trade show attendees are often inundated with product offerings by competing firms. In order to successfully vie for attention, firms must find ways to engage attendees and potential consumers. A key component of engaging with a brand is considering how consumers experience the brand. This research examines the dynamics which enhance brand engagement by understanding the factors which contribute to the brand experience of attendees at trade shows. Both qualitative and quantitative data collected from actual trade show attendees highlight the dimensions of brand experience and indicate that a positive brand experience is related to product adoption, which in turn is related to advocacy for the brand. Considering how to shape the brand experience of consumers in trade show settings enables a brand to successfully compete for attention with other offerings as well as helps to foster engagement levels that eventually lead to positive outcomes for the firm. Implications for considering brand experience as a key element of trade show marketing strategy are discussed.

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Role of Trade Show Event Experiences on Participants’ Happiness and Their Behavioural Intentions

SSRN Electronic Journal ◽

10.2139/ssrn.3754207 ◽

2020 ◽

Author(s):

Shivam Rai

Keyword(s):

Behavioural Intentions ◽

Trade Show

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Canada as a Case Study for Balanced Presentation to Address Controversy on Emission Reduction Policies

Sustainability ◽

10.3390/su13147909 ◽

2021 ◽

Vol 13 (14) ◽

pp. 7909

Author(s):

Robert V. Parsons

Keyword(s):

Emission Reduction ◽

Environmental Issues ◽

Trade Show ◽

Quantitative Metrics ◽

Carbon Taxation ◽

Canadian Provinces ◽

Method Analysis ◽

A Current

Controversy is common on environmental issues, with carbon taxation in Canada a current example. This paper uses Canada as a case study for analysis based around balanced presentation, a technique developed some time ago, yet largely forgotten. Using the method, analysis is shifted away from the point of controversy to a broader quantitative question, with comparative data employed from official government sources. Simple quantitative analysis is applied to evaluate emission trends of individual Canadian provinces, with quantitative metrics to identify and confirm the application of relevant emission reduction policies by individual jurisdictions. From 2005 through 2019, three provinces show consistent downward emission trends, two show consistent upward trends, and the remaining five have no trends, showing relatively “flat” profiles. The results clarify, in terms of diverse emission reduction policies, where successes have occurred, and where deficiencies or ambiguities have existed. Neither carbon taxation nor related cap-and-trade show any association with long-term reductions in overall emissions. One policy does stand out as being associated with long-term reductions, namely grid decarbonization. The results suggest a possible need within Canada to rethink emission reduction policies. The method may be relevant as a model for other countries to consider as well.

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SOCMA reenters the trade show business

C&EN Global Enterprise ◽

10.1021/cen-09834-buscon4 ◽

2020 ◽

Vol 98 (34) ◽

pp. 11-11

Author(s):

Rick Mullin

Keyword(s):

Trade Show ◽

Show Business

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Assessing Trade Show Functions and Performance: An Exploratory Study

Journal of Marketing ◽

10.1177/002224298705100306 ◽

1987 ◽

Vol 51 (3) ◽

pp. 87-94 ◽

Cited By ~ 35

Author(s):

Roger A. Kerin ◽

William L. Cron

Keyword(s):

Exploratory Study ◽

Trade Show ◽

Frequency Of Use ◽

Marketing Tool ◽

And Performance ◽

Trade Shows

Though trade shows are an important marketing tool, as evidenced by their frequency of use and expenditure level, little research has examined this activity. The authors document the selling and non-selling roles of trade shows and identify marketing and trade show strategy-related variables that affect performance. Their study is a necessary first step in understanding how trade shows are used and identifying factors that should be considered in the management of this promotion medium.

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