Making Investments in Trade Shows Effective : - How can they be made more effective?

• Main Author: Solman, Linnea
• Format: Others
• Language: English
• Published: Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap 2017
• Subjects: trade show; exhibit marketing; effective
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-32963

The purpose of this paper is to investigate how investments in trade shows can be made more effective. The method was a descriptive study build on primary and secondary sources. The primary sources were collected in an anonymous survey where 204 respondents were asked about their experience of trade shows and what attracts them. The secondary sources were collected from previous research collected from scientific articles. The theory indicated that more effective investments in trade shows could be made upon what the visitor requires and attracts of. The implication of the paper was that inspiration is the primary factor to visit trade shows and that a spectacular stand and dedicated and inviting people in the stand are the factors that attract the visitors. Therefor exhibitors ought to prioritise their resources to improve these factors. Another significant factor is to develop the company´s Internet approach in a strategic way pre- and post-show. Above all, that the exhibitor chooses trade shows within their industry.