The world of exhibitions is changing. With the competitive forces of online marketing and cheaper cold call telemarketing options, holding an exhibition can be a relatively expensive marketing exercise. In order to compete with the changing world of marketing, exhibition and trade show organisers are changing the focus of exhibitions.

Instead of marketing mainly to the public, the focus is becoming business to business marketing. Although there are still a few exhibitions that focus on public attendance, such as the Good Food and Wine Show, the majority of exhibitions are now open only to trade, expanding the business to business marketing and networking. Across the world, exhibition and trade show organisers are narrowing the market and allowing niche marketers to exhibit to specialised and targeted attendees, meaning every person who attends is more likely to purchase your product. Continue Reading.