RETAILOBSERVER.COM NOVEMBER 2025
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Retailing,
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
What 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 - 2 years, 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. Building virtual trade shows, will allow more people to attend,
who may be unable to travel, expanding the reach of the educational segments
and updates on products online, and in the comfort of their home or office.
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
CHANGE
Join us at:
Become a Fan:
Follow us on:
www.hpba.org
