The purpose of this paper is to investigate how investments in trade shows can be made more effective. The method was a descriptive study build 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. 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.

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.

This paper investigates factors universities should consider when attending trade shows. The findings are based both on earlier studies, but also a research on this subject. The purpose of this study is to examine important aspects of exhibit marketing for universities which subsequently could be improved to improve the performance at a trade show. The findings of this study are that the booth staff, the layout of the booth, pre-show communication with the desired audience, among others, are important factors for universities to consider when attending trade show.

Exhibit marketing can be a remarkably useful promotional practice that generates new applications and can adjust to different situations in the fierce marketplace. However, academics show little interest in this concept as well as its connection to former schools of thought. Accordingly, the purpose of this literature review is to evaluate and integrate the findings of multiple qualitative research studies to provide an overview of the concept of exhibit marketing. This study will provide a content analysis through a meta-synthesis with the citation index as a foundation. Extracted perspectives from different scholars are carefully analysed and summarized using the proposed theoretical framework. Findings revealed that the concept of exhibit marketing has close relation to the Nordic School of Thought.

The book provides a deep insight into the successful organisation, management and marketing of booths at trade shows. By giving practical examples and explanations, Solberg Søilen aims at examining previous research and exploring factors and aspects which can lead, if properly applied, to successful boothmanship. Findings were, that the book is written rather as a guidebook for inexperienced readers in the field of marketing and trade show intelligence. Whereas the exhibiting of marketing is discussed in detail, the topic of “trade show intelligence” is not covered in depth and, thus, the title is rather misleading.Overall, the book is easy to read and follow due to the provided examples, tables and graphs, which enhance the reader’s understanding.