ABSTRACT
This chapter considers the scale, business and opportunity of trade shows and conventions, globally. It looks at event types including commercially owned, repeatable trade shows, government-owned repeatable events and one-off events. Shows considered include the Cannes Lions advertising week, the World Expo, IFE International Food and Drink Event, Barcelona Fisheries, Gamescon, Comic-Con, Consumer Electronics Show trade show, Vidcon and other exhibitions. It examines the business of staging trade events and exhibitions, from a value creation perspective – starting with event concept development through the lens of production companies, exhibitors, customers and delegates. Event production motivations include information exchange and sales performance. The chapter then looks at distribution and marketing in trade shows and conventions, and monetisation strategies, including ticketing, merchandise, supplier commissions, food and beverage, advertising, sponsorship, public and corporate engagement and franchising. Global perspectives covered include Expoalimentaria in Lima, the World Economic Forum at Davos, Apparel Sourcing Week in Bengaluru, Seafood Expo Global in Barcelona and Osaka World Expo. The chapter has detailed discussion questions around the cost efficiency of trade show attendance, and the business model and ethics of show creation.
