Trade fairs as communication: a new model

Purpose - The purpose of this paper is to demonstrate that exhibitors, by relying on the now-outdated Schramm model of communication, are wasting effort and at the same time generating worse results from their exhibition activities than might otherwise be the case.Design methodology approach - As a conceptual paper, this paper draws on existing literature.Findings - A new model of communication is described and trade fair activities of both visitors and exhibitors is mapped against it. The new model includes the concept that communication is a co-creation of meaning rather than a "magic bullet" and therefore current sales-led approaches to exhibiting are wasteful, since they do not take account of the needs of the majority of visitors.Practical implications - In practice, exhibitors need to re-think their strategic approach to managing their trade fair activities, specifically in terms of approaches to visitors and manning of stands.Originality value - The paper offers insights into trade fairs as communication, advocating that firms need to focus on establishing dialogue rather than simply aiming for one-way communication.