Trade exhibition is a growing business worldwide especially in emerging markets. It is seen as one of key marketing communication mix element nowadays for an institution to market and promote their brand to wider audience. It also be seen as a unique platform where it can attract targeted buyers within specific time under one roof. Each of a participating institution has their own objectives when they have decided to exhibit at a trade exhibition. Indonesia Infrastructure Week is a business-to-business trade exhibition that focuses on Indonesia’s infrastructure development which attract infrastructure project owners, developers and investors to join in three days of exhibition. This research focuseson analysing the importance of trade exhibition from customers’perspective and usesIndonesia Infrastructure Week (IIW) as a case study. Refer to the Marketing Communication Mix theory as well as Customer-Based Brand Equity theory, this research uses qualitative methods by interviewing IIW exhibitors to get their in-depth perception on how they perceived IIW and see that this trade exhibition is a key element in their marketing communication mix programme to be implemented annually. Through achieving positive perception and delivering the expected objective, this research found that through using the integrated marketing communication opportunities offered at IIW as well as the benefit gained, the customers grew loyalty towards the brand and return as repeat customers in the next editions.

Keywords:trade exhibition, marketing communication mix, customer-based brand equity, customer’s loyalty, qualitative research, Indonesia Infrastructure Week