Background: Trade fairs as we know them today have been meeting grounds for merchants and buyers since the 1850’s. Marketing is based upon the open dialogue and the interaction between the buyer and the salesperson, and are therefore important building blocks in the entire marketing process. Purpose: Our purpose is to study how effective a trade fair is as a marketing tool. We intend to look at this phenomenon both from the visitor as well as the exhibitor’s perspective. We also want to find out what elements attract people in the business to visit the fair. Method: By using both a quantitative and a qualitative approach, we hoped to cover as much ground as possible in order to draw as valid conclusions as possible. A quantitative questionnaire along with our qualitative interviews combined the two approaches and gave us a broad spectrum of data to work with. Result: Our study shows that the goals that the exhibitors set up are reached, primarily through exposure on the market and attracting new clients. We have also come to the conclusion that the visitors prepare themselves before the fair to a less extent than what we originally thought. However, this did not interfere with the visitors’ prime objective as to why they attended the fair.