More Effective Trade Shows – What Visitors Are Attracted By

Abstract: The purpose of this paper is to investigate how investments in trade shows can be made more effective. The method was a descriptive study builds 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. Plans and targets are important tools to following up the outputs from trade shows. It is also about making a consideration of focus between visitors that already have interest and the visitors that just looking. The exhibitors have to think about if they value profits in short or/and in long run. The consideration is also about how they handling giveaways and gift in the most effective way. 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.