The importance of "During-show Promotion" at Business-to-Consumer trade shows.

Sammanfattning: The purpose of this paper is to fill the gaps in current research on trade shows. The business-to-consumer aspect has been greatly ignored by academic theorists. We are aiming to make an exploratory study into during-show promotion practices. We will also create a continuation of the Hansen (1999) framework. In order to analyze "during-show promotion" two business-to-consumer trade shows; the ITB in Berlin and EuroHorse in Göteborg were visited. The methodology approach has been both quantitative with questionnaires and qualitative with interviews . This method has been applied in order to gain a better understanding and to get first hand information. For this paper, theories such as Promotion theory, communication theory and trade show theory have been applied. The empirical data is in the form of questionnaires and interviews. As a conclusion for this thesis a new framework for business-to-consumer trade shows has been introduced and a need for establishing clear objectives with trade shows has been recognized in order to have successful during show promotion.