Abstract:
Industry trade fairs represent one of the most critical, yet underutilized, arenas for science communication. While academic conferences excel at peer-to-peer knowledge dissemination, industry trade fairs function as "temporary clusters" [1] where commercial decisions, supplier selections, and technological adoptions are made in real time. However, a significant knowledge gap exists regarding the specific mechanisms through which scientific research translates into measurable value in these high-noise commercial environments. A systematic review of 125 trade fair studies confirms that while trade fairs are recognized as knowledge-intensive environments, the strategic role of the individual researcher—and the facilitating role of the trade fair organizer—remains largely unexplored [2].
This joint presentation brings together two complementary perspectives: the operational experience of a leading Nordic aquaculture trade fair and conference organizer (Aqkva / HavExpo), and the research-based methodology of Expogenius—a platform supported by Innovation Fund Denmark dedicated to transforming trade fairs into measurable value. We ground our analysis in empirical visitor data from HavExpo 2022 - 2026, which reveals that the two dominant visitor objectives are "discovering new technology" and "relationship building"—far surpassing direct purchasing intent. Furthermore, while visitors show massive interest in innovation and aquaculture technology, they rarely identify "research" as a primary interest area. This exposes a critical communication gap: there is immense demand for the knowledge science produces, but researchers remain largely invisible as actors. We address the core thesis: Science is not merely content to be presented at these fairs; science is a primary driver of strategic value for all core stakeholders, and organizers must actively design for this.
Drawing on Bathelt's (2010) "global buzz" theory [3], D'Este and Patel's (2007) research on university-industry linkages [4], and Nygaard's (2008) principles of learning-centered education [5], we propose that scientific knowledge creates stakeholder value through contextual translation and pipeline conversion. To empirically test this thesis, we present findings from a three-phase longitudinal study conducted at HavExpo 2026 (Norway, May 2026): (1) pre-fair measurement of visitor objectives and interest areas; (2) post-fair assessment of knowledge outcomes and behavioral intentions; and (3) a six-week follow-up measuring concrete actions taken. All three phases will be completed prior to this presentation, allowing us to present a full empirical pathway from visitor expectation to research-driven impact — the first study of its kind in the Nordic aquaculture sector. The presentation introduces the Expogenius Strategic Value Framework, developed through this empirical analysis across multiple Nordic aquaculture trade fairs. This framework demonstrates how science delivers specific outcomes for three distinct groups:
Decision-Makers (Visitors): Providing evidence-based solutions, risk mitigation, and objective insights that directly support strategic procurement decisions.
Suppliers (Exhibitors): Offering technological validation, third-party credibility, and pathways to long-term industry contracts.
Platform Organizers: Generating intellectual authority and the collective legitimacy required to attract top-tier decision-makers and position the fair as a knowledge-intensive platform [6].
Crucially, we argue that trade fair organizers must transition from passive logistics providers to active knowledge curators. To operationalize this, we present a practical "Tasks First" methodology — grounded in Nygaard's (2008) learning-centred design principles [5] — for researchers and organizers alike, detailing actionable strategies for the pre-, during-, and post-fair phases. Key focus areas include: (1) Stakeholder Targeting: identifying the right 1,000 people rather than broadcasting to a random million; (2) Message Distillation: focusing on the stakeholder's learning outcome rather than the sender's dissemination; and (3) Pipeline Conversion: transforming the temporary buzz of the fair into long-term knowledge pipelines through structured, data-driven follow-up [7].
Attendees will leave with concrete, immediately applicable strategies for making their research visible, relevant, and influential. By mastering this arena, researchers can position themselves not just as communicators of science, but as strategic advisors and key influencers in industry innovation networks. The findings from this study are currently influencing the structural design of Global Aqua 2027 (Oslo, Norway) — a new international arena built explicitly to integrate research as a core driver of commercial and technological innovation in aquaculture.
References: [1] Maskell, P., Bathelt, H., & Malmberg, A. (2005). Building Global Knowledge Pipelines: The Role of Temporary Clusters. DRUID Working Paper.[2] Sarmento, M., & Sim��es, C. (2018). The evolving role of trade fairs in business: A systematic literature review and a research agenda.Industrial Marketing Management, 73, 154-170.[3] Bathelt, H., & Schuldt, N. (2010). International Trade Fairs and Global Buzz, Part I: Ecology of Global Buzz.European Planning Studies, 18(12), 1957-1974.[4] D'Este, P., & Patel, P. (2007). University–industry linkages in the UK: What are the factors underlying the variety of interactions with industry?Research Policy, 36(9), 1295-1313.[5] Nygaard, C., & Bramming, P. (2008). Learning-centred public management education.International Journal of Public Sector Management, 21(4), 400-416.[6] Rinallo, D., & Golfetto, F. (2011). Exploring the Knowledge Strategies of Temporary Cluster Organizers: A Longitudinal Study of the EU Fabric Industry Trade Shows.Economic Geography, 87(4), 453-476.[7] Cortez, R., & Clarke, A. (2025). The future of B2B trade shows: Drivers of transformation.Industrial Marketing Management.