TRADE SHOWS AND

EXHIBITIONS
• A trade fair (trade show or expo) is an
exhibition organized so that companies in
a specific industry can showcase and
demonstrate their latest products, service,
study activities of rivals and examine
recent market trends and opportunities.
 WHY TRADE FAIRS ARE SO
IMPORTANT?
1. Trade Fair / Exhibitions 76%
2. Personal Sales / Field Service 75%
3. Direct mailing 62%
4. Advertising in Trade Magazines 59%
5. Public Relations 43%
6. Events 39%
7. Internet Promotion 39%
 Most important elements of any
marketing drive
1. Ability to reach right target group

2. Ability to pitch right products to right buyers

3. Opportunity to interact with actual buyers one-

to-one and get feedback

4. Opportunity for Brand Building and PR exercise

 BENEFITS
• Business lead generation

• Market Intelligence

• PR Exposure

• Opportunity to interact with various service

providers, industry associations, logistics
partners, marketing channels
• Trade Fair as Communication Tool

• allow companies to interact with

customers one-to-one and collect live
market feedback

• reflection of physical world

 FRANKFURT TRADE FAIR
• One of the world's largest trade fair
companies.
• 424,000,000 Euros in sales (2007)
• Over 1,400 employees.
• Present in over 150 countries, at more
than 30 locations in the world events.
• Organised 1112 trade fairs.
• Exhibitions & Trade Fairs
• Important fairs include:
• the Frankfurt Book Fair and
• the Internationale Automobil-Ausstellung
• the Light + Building
• the tendence - lifestyle
• the Ambiente
• the Heimtextil
• the Paperworld
• the Musikmesse
• the EuroMold
• the ISH
• the Texcare International
• the Texprocess
• the Material Vision
• the ACHEMA - International exhibition-congress on chemical
engineering, environmental protection and biotechnology
 AGQUIP
• One of the largest agricultural events in
the world.

• Over 3,000 individual companies

• Over 100,000 visitors from across the

nation and overseas.
 Cairo International Book Fair
• one of the biggest book fairs in the world
• 2 million visitors each year.
• Founded by the General Egyptian Book
Organisation in 1969 to coincide with
celebrations of the 1000th anniversary of
the founding of the city of Cairo.
 MILAN FASHION WEEK
• Spring/Summer event held in February -
March of each year and
• Autumn/Winter event held in September -
October of each year.
• Established in 1958.
 Top Collections

• D Squared
• Versace
• Roberto Cavalli
• Blumarine
• Fendi
• Gucci
• Prada
• Missoni
• Giorgio Armani
• Dolce Gabbana
GIORGIO ARMANI PRADA CAVALLI
Royal International Air Tattoo
• World's largest military air show
• Started in 1985
• Attracts a total of 300,000 to 400,000
spectators.
• In 2009, 269 aircraft from over 20
countries were on display
 NORTH AMERICAN
INTERNATIONAL MOTOR SHOW
DETROIT
• 37 vehicle debuts.

• 5,000 journalists from 63 countries.

• More than 714,000 visitors

LAMBORGHINIS