RETAILOBSERVER.COM JUNE 2025
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Trading,
We proudly support the following trade
associations and buying groups throughout
North America whose news and information
greatly contribute to the quality of The Retail
Observer and the education of our readers.
www.asid.org
www.cedia.net
www.dpha.net
www.feigroup.net www.htsa.com
www.cta.tech
www.cantrex.com
www.unitedservicers.com
www.NKBA.org
www.necoalliance.com
www.psaworld.org
www.prosourceinfo.com
THE RETAIL
www.nahb.org
www.natmcorp.com
www.NARI.org
nationwidegroup.org
www.aham.org
www.rtohq.org
www.joinbrandsource.com
W
hat is a trade show? Is it a place to trade or a place for trade? Who
is trading and why? The world of trade shows seems to be heading
on an uncharted course, and not just the Building, Kitchen & Bath,
and Consumer Electronics shows, but all trade shows. Historically, trade
shows started with people displaying their wares in public places, a tradition
that began when no precise records were available. The book of Ezekiel
(written in 588 BC) contains many references to merchants trading in a
"multitude of riches — silver, iron, tin and lead." Merchants took time to talk
with buyers about their wares as they agreed to barter or negotiated a fair
price. Public exhibition of wares was the only way to market their products.
Trade Shows provide a forum for companies to demonstrate and display
their products to potential buyers. Since the 1960s, trade shows and
exhibitions have played a prominent role in the marketing strategy of vendors,
with a large dollar volume spent each year on trade exhibitions — much more
than is spent on magazines, radio and internet marketing combined.
Trade show organizers provide educational content, demonstration
theaters, and consultative opportunities as important features at their events.
These exhibit booths, at their best, can be very effective — a three-dimensional
ad so to speak, that commands the attention of news media who cover these
shows in search of stories on new products and innovations. This kind of PR
can have a life span of many months, adding marketing value to these events.
What is the future of the trade show? I personally think they are changing
their strategy to adapt to a new rhythm of commerce. I see some of the larger
shows looking at new ways to bring more people to their venues on a much
larger scale. Creating anticipation by displaying every 18 months to two years
also allows the manufacturers more time to launch new products. By
coordinating more regional shows in the off years, in smaller, more intimate
venues, we'll see more personal contact with clients.
Trade remains trade, down through the ages, essentially unchanged. We
need to continue to connect with our trade partners, as well as builders,
designers, and consumers, to keep our businesses alive and well. Let's
continue to support our trade organizations and get back in the game!
tribgroup.com
WINDS OF
TRADE
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