III. Benefits of Exhibitions
D. Outstanding Economic Functions

Limited availability

A distinguishing feature of trade fairs is their limited availability33). Four dimensions can be identified:

• The date and the place is fixed by the organizer and cannot be moved at the demand of an individual participant;
• Some fairs have appointed times by tradition. They often have been fixed according to industry innovation cycles. Other organizers date their exhibitions following the buying season of the industry.
• Sometimes important exhibitor groups are able to apply considerable pressure on the organizers because of the importance of their attendance;
• Due to this, other marketing activities must be adapted to the fixed trade fair participation, whose dates have to be considered, especially for advertising campaigns.

The limited availability also applies to other marketing instruments: e.g. advertising, TV or radio campaigns take place at fixed dates and have a limited circulation. Trade shows are able to hyper compensate for this flaw by offering the opportunity to personal and intensive contacts.