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A trade show is an exhibition held on large grounds or exhibition halls where consumers and companies are brought together. Trade shows are the forum where companies can display their products and services. Consumers who visit these venues can interact with the company's salespeople, examine the products in real time and then decide whether to purchase them or not. It is the role of the event planning agencies to plan trade shows, booth themes, construction and design of trade show exhibits, booth rentals and such. These trade show exhibits are critical to attracting customers and an excellent exhibit can even lead to impulse buying on the part of the consumer.

Organizing trade shows to make the customers aware of different products and boost their sales is an age-old practice. However, earlier the emphasis was placed more on the products than on the booths. Well, that is what it should be, but it was soon felt that where the infrastructure was better, booths were larger, airier and more attractive, the sales too were higher. The organizers after much deliberation came to the following conclusion:

? Better infrastructure and attractive ambience draw larger crowds, which in turn translates into better sales. In fact, many people drop in just out of curiosity and then stay back to enquire and even to purchase.

? Cleverly designed trade show exhibits offer better viewing and hence better sales.