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What is a Trade Fair?

 , updated on March 31, 2017
A trade fair is an event that allows firms in a particular industry and their customers to network. They typically revolve around presentations, discussion sessions, product demonstrations and sponsored booths set up by firms in the industry. The following are common functions of a trade fair.

Business-to-business Sales

Trade fairs are of major importance to sales in industries that sell directly to businesses. For example, a software firm that sells to large financial institutions may only have a few hundred target customers. In this context, establishing as many industry relationships as possible is a critical activity.

Trade Marketing

Selling to wholesalers, distributors and retailers. For example, fashion weeks play an important role in selling to fashion buyers.

Customer Marketing

In some cases, trade fairs are open to the public. For example, auto shows may open to the public on certain days.

Competitive Intelligence

Keeping an eye on your competition.

Media Relations

Generating publicity for brands, products, designs and ideas.

Industry Networking

Industry networking may lead to partnerships, mergers and acquisitions.
Overview: Trade Fair
TypeMarketing
Trade Marketing
DefinitionAn event that allows firms in a particular industry and their customers to network.
Also Known AsTrade show
Related ConceptsTrade Marketing
Sales
Marketing
Fashion Week
Competitive Intelligence

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