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Companies large and small participate in trade shows. These are an important marketing tool for many of them. Rather than stock items on a store shelf and wait for consumers to notice them, trade shows put new goods out front. Companies depend on these shows to make consumers aware of their products. When introducing a new line, companies count on people attending consumer trade shows to ask local stores to stock these new products. This is one of the best ways to get the word out about a new line.

Not all trade shows are just for consumers although it does help when introducing a new line of products. Wholesale trade shows are often held at the end of a consumer trade show tour. The company then displays their new lines and some of their old lines for retail buyers. They can report the successful reception their line has gotten from consumers to encourage retail buyers to choose their products.