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In industry exhibitions, the subsequent attendance of key companies within the industry reflects the brand influences of the exhibition. This article explored how to achieve exhibitor retention at an industrial exhibition, AgroChemEx. A qualitative research design using a case study approach was adopted, and 19 in-depth interviews were undertaken. The analyses identified that new exhibitors and repeat exhibitors had different emphases on attendance objectives. The most common motivators for exhibitors were networking, marketing and information exchange, whereas booth location was the main reason for exhibitor defection. Recommendations for practices which could facilitate exhibitors continued involvement are discussed.