Trade fairs as communication: a new model

Abstract

Purpose

The purpose of this paper is to demonstrate that exhibitors, by relying on the now‐outdated Schramm model of communication, are wasting effort and at the same time generating worse results from their exhibition activities than might otherwise be the case.

Design/methodology/approach

As a conceptual paper, this paper draws on existing literature.

Findings

A new model of communication is described and trade fair activities of both visitors and exhibitors is mapped against it. The new model includes the concept that communication is a co‐creation of meaning rather than a “magic bullet” and therefore current sales‐led approaches to exhibiting are wasteful, since they do not take account of the needs of the majority of visitors.

Practical implications

In practice, exhibitors need to re‐think their strategic approach to managing their trade fair activities, specifically in terms of approaches to visitors and manning of stands.

Originality/value

The paper offers insights into trade fairs as communication, advocating that firms need to focus on establishing dialogue rather than simply aiming for one‐way communication.

Citation

Blythe, J. (2010), "Trade fairs as communication: a new model", Journal of Business & Industrial Marketing, Vol. 25 No. 1, pp. 57-62. https://doi.org/10.1108/08858621011009155