What is a trade show? A trade show, also known as an expo, conference, convention, or trade fair, is an event that is created to showcase a product or service to potential clients and consumers, or the public in general, to increase brand exposure and sales.
Most trade shows are not open to the public. A company organizes an event and invites industry players and in some cases the press to market or showcase a product or service’s intentions and purpose towards the target market. Conventions bear an economic significance of some sort to both the organizers and potential clients.
By the end of this article, you will know everything there is to know about trade shoew and trade show models.
Let’s start with the 10 largest convention centers in the USA.
- Mandalay Bay Convention Center
With just over 1 million square feet of floor space, the Mandalay Bay Convention Center is in Paradise, Nevada. It features a banquet hall, meeting rooms, exhibition halls and meeting rooms. The facility is owned and managed by MGM Resorts, International. The Cosmoprof North America, the only business-to-business beauty expos in North America took place there earlier this year.
- Miami Beach Convention Center
Miami Beach plays host to this excellent piece of exhibition space. Built in 1958, the 1.2 million square feet convention center is currently under renovations, scheduled to end next year, 2018. It features a huge banquet room, a theatre and breakout rooms. The Graphics of the Americas will host next its 2018 expo and conference there.
- Jacob K. Javits Convention Center
Featuring 1,800,000 square Feet of exhibition space, the Jacob K, located in Manhattan, New York is one beautiful convention spot. It is operated by the New York City Convention Center Operating Corporation. The facility was built between 1979 and 1986 and was recently renovated and expanded in 2013. The American International Toy Fair is scheduled to happen there early next year.
- Anaheim Convention Center
The Anaheim Convention Center is A 1.900,000 square foot exhibition facility, located in Anaheim, California. It was built in the late 1960’s and is owned and managed by the City of Anaheim. It is just minutes from Disney’s California Adventure and Disneyland. It is scheduled to host the Annual Association of Music Merchants Show early next year, 2018.
- Orange County Convention Center
The 2.1 million square foot facility is owned and run by the Orange County government. It features two 92,000 general assembly meeting halls, 74 meeting rooms, and three fully serviced restaurants, among other facilities. The International Wireless Communication Expo is scheduled to happen there come March 2018.
- San Diego Convention Center
Featuring 2,600,000 square feet of exhibition space, the San Diego Convention Center is located in the Marina District in Downtown San Diego. The most recent expansion happened in 2001, and it now features a ballroom and an exhibition hall. It is scheduled to host the DistribuTECH Conference, one of the biggest expos in the tech industry, typically at the end of February.
- The McCormick Place
Located in downtown Chicago, IL, with a square foot area of 2.67 million, it is the biggest indoor convention center in the whole of North America. It is home to the Chicago Auto Show, the National Restaurants Association Annual Show and the International Home and Housewares Show among others.
- The Las Vegas Convention Center
The Nevada-based convention center covers over 3.2 million square feet of floor space. Being one of the largest convention centers in the world, it has the capacity to hold over 200,000 participants all year round. It is also famous for hosting boxing fights, most notably the Gene Fullmer versus Sugar Ray Robinson on March 4, 1961.
- Georgia World Congress Center
The State of Georgia plays host to the second biggest exhibition location in the country. The massive building features 3,900,000 square feet of floor space overall. It opened its doors back in 1976 and has been owned and run by the State of Georgia since then. It will host the International Production and Processing Expo in January 2018.
- World Market Center Las Vegas
With 5 million square feet of exhibition space, the World Market Center is the biggest showroom complex not only in the country but also the hemisphere. The hospitality and furnishing industries in the country are its most significant clients. Originally, the World Market Center was designed to feature 12 million feet of floor space. It hosts the infamous Las Vegas Market Trade Show.
Types of trade shows
Trade shows are either industry-based, consumer-based or a hybrid of the two.
Industry trade shows
They are usually closed to the general public, and those in attendance are mainly industry players. Invites are sent to specific individuals who have an interest in the product or service being showcased. Industries known to hold trade fairs include the car industry, wine and liquor industry, music, tech, publisher and medical.
Consumer trade shows
Consumer-based fairs are open to any potential customer. Consumer fairs are typically done by a group of companies all offering the same product or service. They provide those in attendance a chance to buy the products on display. Examples of consumer trade fairs include travel and hotelier expos, home expos, fun fairs and food expos.
The history of trade shows
According to Wikipedia, the very first trade show can be traced back to ancient medieval Europe. Merchant capitalists would organize visits to towns to show case and sell their products. By the 18th century, the exhibitions had gained popularity. The trend was fuelled by the industrial revolution owed to technological advancement. These exhibitions were even the more popular when North America adopted them.
These events gained traction, and by the mid-19th century, industries started having annual events. The events had spread throughout Europe and North America where the industrial revolution had advanced.
The 20th century saw the advent of companies formed specifically to schedule and organize conferences. They built permanent show grounds and convention centers. They developed annual calendars accommodating those businesses that held annual trade fairs.
By the 21st century, other continents had embraced conferences as an integral part of their annual events calendar. Asia became large investors in expos, with China leading from the front.
Today, everyone from billion dollar multinationals to small enterprises has embraced conferences and events as part of their marketing investment strategies.
Virtual trade shows
Technology, specifically the internet has accommodated virtual trade shows that happen online. Virtual events are becoming increasingly popular. This is owed to the fact that they are relatively cheaper to organize and hold, geographical scope and ease of operation.
Staffing Trade Shows
However big or small a convention is, the staff is the most valuable resources for any event. Aside from the event organizers and clients, booth models are part and parcel of your event or exhibition.
Countless company success at conferences can trace their success to hiring trade show girls. These models are employed by a corporate entity to drive, influence or lead consumer demand for a product or service.
Booth models showcase a product or service to potential clients during any given event.
Trade Show Models’ Roles
Hosts and hostesses ensure your customers are comfortable all the way through the event. They attend to clients’ requests and demands. Their job includes, but not limited to greeting and mingling with consumers, leading clients to stands and answering any questions or queries clients or customers might have.
Facilitating and Promoting
Facilitators represent the interest of the organizers. They lead and host potential clients and customers to the respective booths. They have to ensure the customers stay in the booth long enough to pass across details about the products or services on offer. The information by facilitators is accurate and precise. Facilitating models act as staff to the companies show casing the products. They market the products too and are very versatile and convincing.
Presenters might not necessarily perform the marketing part of exhibiting. Their primary role is demonstrating the product or service and answering related questions about the product. They convey any type of information the client might need to know.
Why should you use trade show models?
Not unless you are in the beauty industry, you need models while doing exhibitions. It is proven by marketing experts that models have the ability to increase sales levels by 85%. Here’s what trade show models can do for you
Models save you time
You can focus on more important things, leaving the marketing and Q&A part of the event to them. Models are hired for the sole purpose of engaging customers. All you need to do is communicate to them exactly what they should say and do.
Models are trained to be convincing
Part of being a promotional model in a trade show is representing the client’s interests. If the client’s interest is to try and make sales, models will do exactly that. It’s part of the job.
Models understand marketing
Trade show models are experienced with the fundamentals of marketing products and services. Their vast experience working with numerous clients equips them with the assets and attributes need to make any convention meet your goals.
Models increase your customer contact list
Models can attract customers on a personal level and gather business contacts on a professional level. While remaining focused on the job they are hired to do, models have the ability to draw in potential clients who might turn out to be valuable customers in the end.
Models are reliable
While having your own staff in the event is also important, distractions can arise where your own employees are not able to represent your needs. Models do not have any other commitment apart from the job they are hired to do. It’s their job to be there and serve your customers’ needs.
As you can see, see trade shows are big business. The reason they are so prevalent is that they work. If you are a company looking to grow their business through additional marketing channels than exhibiting at a trade show.