VII. Summary

Modern trade shows have developed from a long historical tradition, which mainly influenced the economic rise of modern Europe and increase of trade between Europe and the East.60)

Todays trade shows

• Are a powerful marketing-tool;
• Represent themselves as information and sales platforms;
• Are important presentation instruments for special market segments;
• Initiate profits for exhibitors, visitors, organizers, service providers and the local economy.

Trade show participation

• Must be integrated into an overall marketing communications concept;
• Supporting tools must be adjusted;
• Trade show concept must reflect the company`s strategy.

Benefits

• High attention, not only by the target group but also by the media;
• Remarkable number of contacts with target group at relatively low costs;
• Efficient tool to realize Customer Relationship Marketing (CRM);
• Experience with trade shows help to improve and ensure maximum return on investment.