Trade Shows are fast becoming an integral part of the promotion mix in the marketing strategy of most of the companies. They are a very good communication platform and enable a direct connect with the customers as well as trade channels. Trade shows pertaining to specific industries, products, and services are being organized regularly on regional, national and international levels and are being supported by specialized agencies, associations and authorities. The popularity of trade shows is evident from the fact that huge spends are allocated towards participation by the exhibitors and footfalls recorded in most of the trade shows are increasing by the day , clearly reflecting the enthusiasm and interest of visitors towards such events.

An interesting question may arise - Why should there be Trade shows? Are retail outlets, advertising, channel partners, distribution networks not enough to increase the sales and visibility of the products and services? Well, they sure are, but they are definitely not a substitute for trade shows, which perform an entirely different function and contribute immensely towards communicating and connecting the offering to the respective target audiences- consumers as well as trade.

Some of the significant benefits of trade shows are as follows:

• Trade shows provide a focus on the specific sector and industry, thereby drawing the interest of all the related agencies, experts, professionals, customers, trade partners and academicians towards the challenges and opportunities available in the related areas. This in turn results in opening various avenues of growth for those sectors.
• These shows provide a common platform for all the players to exhibit and showcase their strengths in terms of product offerings and organizational capabilities, and therefore provide a good PR platform to them.
• The trade shows are also seen as a perfect launch pad for new products and new companies.
• The shows provide an excellent opportunity to acquire new business deals, exchange knowledge and information, facilitate collaborations and also arrange joint ventures among organizations who wish to leverage their strengths to gain competitive advantages.
• Trade shows are the easiest way to connect with the target audience and provide them with first hand - real - live - information regarding the products and services on offer.
• Trade shows provide international exposure and therefore inspire the local industries to compete with the global players and develop expertise and standards conforming to International norms. This gives a fillip to the entire industry and encourages new technological advancements and best organizational practices.
• These events encourage research activities and inspire innovative concepts.
• The Trade shows are the best source of information and knowledge for young entrepreneurial start ups as they give a detailed insight into the relevant areas of operations and market dynamics.

It is evident from the above, that trade shows are one of the best platforms to ensure visibility, display competitive strengths, showcase core competencies, launch new products , position one's organization strongly and communicate directly to the target audience.