Trade shows have consistently been neglected in marketing research, especially the gathering of market information, what is studied under Market Intelligence and directly related to a company’s Knowledge and Innovation. A major reason is that the marketing discipline traditionally has had a strong focus on customers instead of competitors and influencers. In this article we show how the field of Competitive Intelligence is a useful part of the company’s Integrated Marketing Communications. Based on a qualitative method encompassing a case study and exploratory research we followed, coached and traveled with two different groups of companies to major International Trade shows. Based on the information gathered a division into three areas of Intelligence was useful. These were intelligence about products, the booths and the behavior in the booths. For each group a number of Key Intelligence Topics and a set of specific research methods were identified which can make the Market Intelligence process more efficient. We explain why Exhibits or trade shows have much in common with Event Marketing and could be considered a part of the latter.