What does Exhibition mean in marketing terminology?

An exhibition is a display of products, services, or ideas that helps promote an individual, group, or organisational goal. It is essentially a trade show, or a way to show off an individual, group, or organisation to the public.

Exhibitions come in various sizes and shapes, ranging from small indoor shows to large international events. They may be held in a variety of locations, such as business conventions, public parks, airports, shopping centres, and sports arenas. Generally, exhibitions include booths, displays, and activities for people who attend to experience and learn about the presented products and services.

There are several types of exhibitions, each designed to cater to different audiences and meet different objectives. These may include:

• Trade or Business Exhibitions: Held to promote the interests of a specific business or industry. They usually feature displays of the latest products, promote new technologies, provide resources, and introduce new services.

• Professional and Educational Exhibitions: Aimed at professionals or students, these shows may focus on any number of topics, such as science and technology, health care, property, or art.

• Consumer Exhibitions: These shows tend to focus on consumer goods, offering products and services to the public.

• Fine Art Exhibitions: These exhibits typically focus on the display of artwork and other pieces of art for art-lovers.

Setting up an exhibition is a multi-step process that involves several important steps.

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1. Planning: Before setting up an exhibition, it’s critical to understand the details of the exhibition. This includes the purpose of the show, the target audience, the size of the show, and the schedule for the exhibition. It is important to understand the unique objectives set for the exhibition and how these objectives will be best achieved.

2. Space and Location Selection: After the planning process is complete, it’s time to select a space and a location for the exhibition. It’s important to choose the right size of space and location, taking into account the size of the show, the budget, and the target audience.

3. Design and Build: After the space and location are finalised, the next step is to design and build the booth and the displays that will be used in the exhibition. It’s important to decide the layout, choose the right furniture and fixtures, and create a display to best showcase the products and services being offered.

4. Promotion: Once the booth is built and ready, it’s time to promote the exhibition and create awareness about it. This includes advertisement and creating marketing materials like brochures, fliers, and promotional items.

5. Execution: On the day of the exhibition, the staff is responsible for executing the activities assigned for the event. This involves setting up the booth, helping attendees with questions, conducting events, and answering any inquiries about products and services being offered.

During and after the exhibition is complete, staff members should take notes of any negative or positive feedback from attendees, take note of what works and what doesn’t, and take pictures of the event. This will allow the staff to analyse and create an actionable plan to make future exhibitions more successful.

The keys to a successful exhibition include proper planning and execution. It is important to focus on the objectives of the show and to select the right space and location that best fits those objectives. It is also essential to create a display that best highlights the products and services, and to promote the event to the right audience. Lastly, feedback should be taken into account to better understand the effectiveness of the exhibition and create an action plan for improvements in the future.


Dee Blick, Best Selling Author

"It's tempting to return from an exhibition with delight at the number of people that visited your stand, only to be sucked back into the day-to-day running of your business. A charming follow-up letter could be all that is needed to arrange those face-to-face meetings."

Best Selling Author