Trade shows follow the tradition of trade fairs once held in medieval Europe. In those days, farmers and craftsmen would often display their wares at local fairs and in village squares. But the trade show concept is much older than that. Ancient civilizations like the Romans and the Phoenicians held annual events showcasing the work of merchants, artisans, and farmers to display and sell their products. Archaeologists recently excavated an area on the Mediterranean coast that may have been the site of a 2500 year old exhibition center. Trade shows have been around for quite a while!
The modern trade show really took off in the 1960’s. Today’s trade show is often an exhibition which allows companies in a specific industry to showcase the latest in products and/or services. Trade shows are recognized as an effective way for people in a specific industry to meet and make deals or gather contacts for future deals. Trade shows provide a forum for companies to keep up with competitors and suppliers for their industry. Public trade shows have become an effective way to get new products out on the market and allow manufacturers and distributors to meet directly with consumers.
An example of a high profile trade show is the Consumer Electronic Show (CES) which is held annually in the Las Vegas Convention Center. Despite its’ name, the CES is not open to general public consumers, Rather, it is advertised as the world’s gathering place for all companies and businesses who thrive on the business of consumer technologies. The CES trade show is a meeting place for people in the technology industries and it is there that they showcase new products. An example of a high profile trade show in the pizza community, is the International Pizza Expo which is also held in Las Vegas. This trade show is not open to the public either. It is advertised as a meeting place for pizzeria or pizza-concept restaurant owners, operators and managers, as well as distributors and food brokers.
Many modern trade shows to include boat shows, auto shows, home shows and wedding shows are usually open to the public. Some trade shows are hybrids where the show is closed to all but industry professionals for a few days and open to the general public for the rest of the show.
If you plan to be an exhibitor at any type of trade show, expo, exhibition or event, your goal will be to showcase your company in the best possible light. The best way to do that is with a trade show exhibit that makes a statement.