Trade Shows Another important promotional activity targeted to resellers is the trade show, a forum where manufacturers can display their products to current as well as prospective buyers. According to the Trade Show Bureau, nearly 100 million people attend the 5,000 trade shows each year in the United States and Canada, and the number of exhibiting companies exceeds 1.3 million. In many industries, trade shows are a major opportunity to display one’s product lines and interact with customers. They are often attended by important management personnel from large retail chains as well as by distributors and other reseller representatives.
A number of promotional functions can be performed at trade shows, including demonstrating products, identifying new prospects, gathering customer and competitive information, and even writing orders for a product. Trade shows are particularly valuable for introducing new products, because resellers are often looking for new merchandise to stock. Shows can also be a source of valuable leads to follow up on through sales calls or direct marketing. The social aspect of trade shows is also important. Many companies use them to entertain key customers and to develop and maintain relationships with the trade. A recent academic study demonstrated that trade shows generate product awareness and interest and can have a measurable economic return.