What Is a Trade Show? Definition and Guide (2024)

Trade shows bring together industry professionals to network, showcase innovations, and discuss trends. Seasoned exhibitors and first-time attendees meet in a concentrated location for a specific period of time because they all share a common interest, making trade shows a great way to connect with a targeted group of people.

Whether you’re aiming to expand your market reach, gather valuable market insights, or forge new business partnerships, trade shows can be a great approach. Find out how your business can tap into trade shows in this comprehensive guide.

What is a trade show?

A trade show, also known as a trade fair or exposition, is an event held to bring together members of a particular industry to display, demonstrate, and discuss their latest products and services. Major trade shows usually last several days and take place in convention centers in larger cities. Local trade shows may be held at a local arena or hotel and allow businesses in the area to connect with prospects.

Exhibitors participate in trade shows in hopes of connecting with new customers, reinforcing relationships with distributors, and networking with influencers and the media. Attendees come to trade shows to become familiar with the latest products, to take advantage of special show prices from exhibitors, and to become better educated about their industry.

Since the purpose is to bring together members of the trade—or industry—most trade shows allow only industry members to attend.

Book Expo America, held annually, is one show that only publishing industry pros can attend, while the Consumer Electronics Show, another major event, limits attendees to professionals in the electronics and technology fields.

Conversely, SXSW (South by Southwest), held in Austin, Texas, welcomes the public each year, as does America’s Largest RV Show, which restricts attendance to industry members for the first couple of days and then opens to the public for several more.

What it costs to participate

If you’re planning to take part in a trade show, it’s helpful to understand how to budget for it. While the cost to exhibit at or attend a trade show varies greatly, typical expenses can run into the thousands of dollars. Costs can vary depending on your role at the trade show. Here’s a breakdown:

Exhibitors

Booth space rental
Design and production of a professional display space
Shipping of booth and equipment
Costs to unload the booth and move it onto the show floor
Travel and accommodations for staff manning the booth
Marketing materials specific to the event
Samples or promotional items

Attendees

Attendees still have expenses, but they’re a fraction of what it costs to exhibit. They typically pay an attendance fee, plus travel and accommodations for the staff in attendance. For that reason, smaller companies often opt to simply attend a show and network with the captive exhibitors, rather than set up their own booth.

Popular trade show venues

Some of the largest convention centers in the US include:

McCormick Place, Chicago, Illinois
Orange County Convention Center, Orlando, Florida
Las Vegas Convention Center, Las Vegas, Nevada
Georgia World Congress Center, Atlanta, Georgia
Jacob K. Javits Convention Center, New York, New York
New Orleans Ernest N. Morial Convention Center, New Orleans, Louisiana
America’s Center, St. Louis, Missouri
San Diego Convention Center, San Diego, California
Huntington Place, Detroit, Michigan
Walter E. Washington Convention Center, Washington, D.C.

Trade shows can be categorized into several types based on their target audience, industry, and format. Here are the primary types of trade shows:

Consumer trade shows

Consumer trade shows are for everyday people. They can be open to the general public where companies showcase and sell their products directly to consumers. Examples include auto shows, home and garden shows, and technology expos.

Specialty consumer shows focus on a specific interest or hobby, attracting a niche audience. Some examples of these include comic conventions, craft fairs, and pet expos.

Industry trade shows

There are both business-to-business (B2B) and business-to-consumer (B2C) industry trade shows. B2B trade shows tend to be restricted to industry professionals, where businesses network, share knowledge, and make deals. B2C trade shows, on the other hand, are targeted at consumers but focus on industries like travel, real estate, and health. Examples include travel expos and health and wellness fairs.

Within this category are vertical and horizontal industry trade shows. Vertical industry trade shows focus on a specific industry sector, such as automotive, pharmaceuticals, or fashion. The International Manufacturing Technology Show (IMTS), which focuses on the manufacturing sector, is one example.

By contrast, horizontal industry trade shows cover various industries and offer a broad range of products and services, like general business expos and international trade fairs. The International Consumer Electronics Show (CES) is one example.

Conferences

Conferences incorporate seminars, workshops, and keynote speeches with industry leaders and experts who provide insights and discuss trends. They’re designed to provide both educational content and networking opportunities. Conferences often feature breakout sessions, panel discussions, and other events and activities specifically centered around networking.

Summits

Similar to conferences, summits provide opportunities for networking and strategic discussions; however, they’re often smaller and more exclusive than conferences. Summits are typically aimed at senior executives and company decision-makers. They often incorporate interactive workshop sessions designed to address specific challenges and opportunities and small, focused roundtable group discussions led by experts.

Fairs

Fairs are typically larger events with a mix of exhibitions, entertainment, and public attractions. They’re designed to attract a broad audience to exhibition halls and large spaces where companies can set up their displays. Fairs also often include entertainment in the form of live performances and shows, food and beverage options, and interactive activities.

Virtual trade shows

These are conducted entirely online, allowing exhibitors and attendees to participate remotely. Examples include online job fairs and virtual technology expos. Some offer a hybrid combination of in-person and virtual to accommodate a broader audience.

Benefits of attending trade shows

Trade shows provide a unique platform for networking, learning, and expanding market reach. A successful trade show can leave you with a list of prospects, orders, media mentions, or connections.

Here are some benefits:

Networking opportunities. Meet potential partners, suppliers, and distributors, and interact with customers face to face.
Marketresearch. Stay updated on competitors, industry trends, innovations, and customer preferences.
Brand visibility and awareness. Showcase your products to a large audience and position your brand as a leader or innovator in the industry. There are also opportunities for media coverage and publicity.
Sales and lead generation. Sell products on the spot and gather contact information from potential leads.
Productfeedback. Receive immediate feedback from attendees, which can be valuable for product development.
Educational opportunities. Gain industry knowledge and insights from industry experts and thought leaders
Inspiration and innovation. Discover new ideas and inspiration for your business by learning about innovative products and solutions that can enhance your offerings.

Components of a trade show

Trade shows often include:

Exhibit space
Workshops or presentations
Opportunities to interact with the media
Evening networking events
Private exhibitor events
Awards presentations

Exhibitors participate in the hopes of connecting with potential new customers, reinforcing relationships with dealers and distributors, and networking with influencers and the media.

Attendees come to trade shows to see the latest products being introduced, to take advantage of special “show prices” from exhibitors, and to become better educated about their industry.

Learn more: Trade Show Planning

Trade show FAQ

Is a trade show the same as an expo?

While the terms “trade show” and “expo” are often used interchangeably, there are subtle differences. Both events serve as platforms for businesses to showcase products and services, though expos are typically more open to the public than trade shows. Being more aimed at consumers than businesses and professionals, expos typically feature more diverse offerings.

What is the difference between trade shows and fairs?

Fairs typically involve entertainment, refreshments, and activities geared toward the general public or a local community. Trade shows, by contrast, typically cater to those working in specific industries.

What is a trade show and how does it work?

A trade show is an event where companies in a particular industry gather to showcase their products and services. Companies typically set up booths and displays to showcase their products and services, and visitors attend to learn more about the companies and their offerings. Companies also use the trade show to network and form partnerships with other companies in the industry.

What are you supposed to do at trade shows?

At trade shows, you should aim to generate as much interest as possible in your company and its products or services. You should also strive to build relationships with other vendors and potential customers. This could include providing samples and promotional materials, hosting demonstrations, and engaging in conversations with customers. Additionally, it’s important to collect contact information from potential leads and follow up with them in the future.

Why do people attend trade shows?

People attend trade shows to learn about new products or services, network with industry professionals, discover new trends, and explore opportunities for new business partnerships. Additionally, trade shows provide an excellent platform for companies to showcase and promote their products or services to potential customers.

What Is a Trade Show? Definition and Guide