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The trade show industry serves a staggeringly wide and varied audience. Virtually every industry has its own menagerie of shows that cater to virtually "every" subsegment. On a micro level, there are numerous reasons for exhibitors to deploy a display at a given trade show. On a macro level it can be said that there are only five reasons:

·To sell.

·To launch.

·To correct a misconception.

·To create an impression.

·To get create internal "buy-in" for the initiatives above.[1]

These five reasons are sometimes grouped into the generalization Trade show Impact.

Another view groups all trade show goals into 4 reasons to exhibit:

1. Increasing sales and reinforcing market share

2. Increasing share of customers and getting current customers to buy more

3. Introducing new products

4. Positioning or repositioning your organization, its brand and products

 

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