II. Historical Development

The 20th century: Trade fairs and trade shows become the dominate type of exhibitions

During this century the market segments have differentiated more and more. The work division has increased. The industrial sector and the service sector have grown to a large extent. In parallel international trade has expanded corresponding to a rapid increase of new enterprises.

The exhibition industry has met these challenges by developing industry-specific exhibition concepts. They are characterized by the following:

• The nomenclature of the trade show, i.e. the range of products and services authorized for the show, is determined by the products and services offered within a special market segment.
• The exhibitors and visitors of the trade show belong to a special target group of the market segment.
• Associations representing the market segment initiate the trade show or are invited to become partners of the exhibition organizer for the special event.
• Professional journals offer their services as cooperating media partners.
• The industry-specific concepts require specialists on the side of the organizers as well. The project management of the organizer needs adapted skills and know-how of the market segment.

Corresponding to these new trade show concepts, the functions and tasks of exhibitions have evolved. From the exhibitor's view point the exhibitions had always been important distribution channels to sell products directly. Now new objectives have been developed: e.g. the improvement of the company's publicity and image, public relations and advertising.
Trade shows have become platforms for communication and developing  relationships with clients. Advanced marketing strategies show that a competitive market presence is only possible if the participation is embedded in the integrated marketing concept of the company.