The purpose of this paper is to demonstrate that exhibitors, by relying on the now‐outdated Schramm model of communication, are wasting effort and at the same time generating worse results from their exhibition activities than might otherwise be the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.
As a conceptual paper, this paper draws on existing literature.
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.
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.
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.
