Using American Trade Shows to Access the US Market

Abstract

US trade shows are often a quick and easy way to enter its distribution system. While domestic marketers usually take full advantage of the numerous trade shows, foreign.firms are often unfamiliar with available shows and the quick and relatively easy access such shows provide to the US market. Since trade shows in other parts of the world differ significantly from their US counterparts, even the firms that know about trade shows, are often unsure of how to use American shows to their best advantage.

This paper discusses the pervasiveness and nature of American trade shows, describes their important elements, and provides information about trade shows as a unique market access channel. Guidelines for selecting appropriate trade shows, the process of trade show planning, conducting successful trade show exhibits, and appropriate follow-up are provided. An overall plan to successfully reach the US market via trade shows is provided