The future of trade shows: insights from a scenario analysis

Abstract

Purpose -This paper aims to explore key factors that will shape the future of trade shows as a marketing instrument until the year 2020. Using multistage scenario analysis, the paper seeks to provide a background for the discussion of strategic decisions made by trade show companies when they respond to the challenges ahead. Design/methodology/approach -The underlying research draws on scenario analysis involving experts who represent exhibitors and trade show organisers. In total, 50 leading executives were involved. The majority of them are located in Germany, but they are exposed to the international trade show business. The probability that the identified scenarios will materialise was assessed using a representative survey of 400 German managers of exhibiting companies. Findings -Within the study, three distinct scenarios were identified. Each scenario shows a different level of importance for trade shows as a marketing tool in the future. None of the scenarios predicts that trade shows will be completely replaced by other means, but all of the scenarios forecast a highly competitive market for trade show organisers.Research limitations/implications -The paper evaluates the trade show itself as a marketing instrument rather than predicting the development of the global trade show industry. As projections are determined by the characteristics of trade shows themselves, the results can add to the discussion of strategic decisions globally, even though the scenario study predominantly involved German experts. Practical implications -The research provides practitioners with a list of important factors that influence the performance of exhibitors and trade show organisers and hence insights into the future of trade shows as a marketing instrument. Originality/value -The paper provides a useful multidimensional perspective on what the future may hold for trade shows.

The Effects of cluster and service quality on trade fair's Revisit intention:Evidence from non-central city of the Guangdong-Hongkong-Macao Greater Bay Area

“…In many cases, the word "fair" is considered a synonym for trade fairs and consumer exhibitions. It can be defined as "a regularly arranged activity for manufacturers to display their products and accept orders" [4]. Trade fairs are significant marketing activities which bring manufacturers, suppliers and other relevant services from a specific industry to a place to display products and/or services, and provide information to professional visitors and exhibitors.…”

“…Ajzen and Fishbein (1975) define behavioral intentions as "a measure of the strength of an individual's intention to perform a specific behavior" (p. 288). The concept of behavioral intention refers to the desire and intensity of professional visitors to attend the trade fair again in the future [4].…”

“…Two factors, customer satisfaction and future behavioral intention of customers, have been identified as important variables to measure the success of an activity [1]. Between the two, customer satisfaction is an important prerequisite for future behavioral intentions of customers [4,3]. The latter, namely the behavioral intention of customers, proved to be a key factor, because it increased the direct income of the event organizer and reduced the marketing cost to attract customers.…”

IT usage for enhancing trade show performance: evidence from the aviation services

“…Moreover, the authors suggest that trade shows are extremely cost-effective in terms of lead generation, as the average cost of making the first face-to-face contact with a potential customer through an exhibition lead is $96, as compared to $ 1,039 without. Despite the above growth, both industry experts (CEIR, 2013;UFI, 2013) and researchers (e.g., Kirchgeorg, Jung, & Klante, 2010;Lilien, Oliva, & Weirsema, 2013;Tafesse & Korneliussen, 2013) point out significant challenges currently faced by this industry. One major challenge is the advancements in information and digital technology, and its integration with the current organizational CRM activities represents both a threat and an opportunity for the trade show industry (Ling-yee, 2010).…”

Relationship quality and exhibitor's performance in leisure trade shows

“…It has been the method of choice in several research studies about the trade show industry [6], [7], [35], [50], [32].…”