Abstract
This study examines the marketing approaches adopted by entrepreneurs to attract and retain customers at the Lagos Trade Fair in Lagos State, Nigeria. The research was motivated by the increasing level of competition among small and medium-scale enterprises (SMEs) and the need for effective strategies that enhance customer engagement and business sustainability. A descriptive survey research design was employed, with data collected through observations and interviews conducted among selected entrepreneurs participating in the trade fair. The findings reveal that entrepreneurs utilize a combination of marketing approaches, including product presentation, pricing strategies, promotional activities, and personal selling techniques. In terms of customer retention, the study shows that factors such as product quality, customer satisfaction, and relationship management play a critical role in encouraging repeat patronage. However, the study also identified key challenges affecting the effectiveness of these marketing approaches, including high competition within the trade fair environment. These challenges limit the ability of entrepreneurs to fully implement efficient marketing strategies. The study concludes that while marketing approaches significantly influence customer attraction and retention, long-term business success depends on the ability of entrepreneurs to combine effective strategies with strong customer relationship practices.