Why Trade Shows?

The History of Trade Shows

The History of Trade Shows

Trade shows are a very old, even ancient phenomenon. They have existed in various forms since prehistory. Merchants from various towns would meet in times of antiquity to display their goods. In a sense, the idea of a trade show is nothing more than an elaboration of the idea of a market - a place where traders and producers of goods all assemble in one place to sell as well as to socialize and meet both customers and other merchants.

The idea of a trade fair in the modern sense tends to mean something more along the lines of an exhibition that goes above and beyond the simple market place idea. These are often events at which new goods and services are showcased and introduced to the public. However, even this concept of the trade fair, basically not too different from the various meetings of ancient merchants, is hardly new. In late Medieval Europe sellers of agricultural produce as well as crafts would meet in various towns for trading fairs. They would introduce their goods to the surrounding populace so as to become known as a supplier of the goods in question and encourage business.

By the late 18th and early 19th centuries these had evolved into industrial exhibitions which were held both in North America and Europe to showcase new inventions and technologies that came with the dawn of the industrial age. In the 20th century, especially from the 1960s onward, these events become still more diverse and widespread, demonstrating to curious onlookers the vast array of new technologies and products of all sorts available in the modern era. The 21st century has continued the trend of innovation in trade fairs as well as in the products they showcase.

Displays

Since trade shows represent a time for producers of goods to display their wares and products, it is natural that they involve devices designed for display purposes. These have evolved from simple items such as tables to handy gadgets for displaying information in textual or graphical form.

Some examples of the types of displays used at trade fairs are tabletop displays, banner stands, pop-up displays, modular exhibits, and panel and frame systems. These displays all evolved from simpler stands that were used earlier at trade shows and other exhibits to display information of various types.

Banner Stands

One such item is the banner stand. Banner stands are simple devices for displaying graphical content, for instance about a product or service. These stands are free standing and thus able to be placed on the ground or the floor in front of or next to products of various types. They consist of a metal frame mounted on a vertical post or rod. The frame or panel is usually used to hold a large graphic of some sort. Often the display panel can be rolled up for easier portability.

Pull up banner stands are ones that allow the user to pull up the display graphic quickly and easily to display the content, and then re-fold it for easy portability. Merchants use pull up banner stands for small to medium sized displays thanks to their easy portability and quick set up time.

The Future

In the future, trade shows may rely more heavily on electronic displays and even more sophisticated virtual reality technologies for introducing customers to products and even services. But the why and wherefore of trade fairs will remain the same: to show people all the great new items that a certain seller has to offer and to generate excitement about doing business both with customers and other merchants.

by: Jamie Simpson

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