Trade fairs of the 21st century are an instrument of the market economy, in personal marketing and effective communication between market participants. Yet, the ultimate goal is making the sale – sooner or later.
What objectives are realized by visitors?
- to see a new product or service
- to find out information
- to get up to date with new technologies
- to establish business contacts
Trade fairs ranked very high in the context which marketing communication tools are considered most effective vis-a-vis different marketing/sales objectives:
Maximising the power of exhibitions
But the more you simplify the art and science of marketing to its basic truths, the more one medium emerges as a uniquely powerful force: exhibitions.
Make it incumbent on the fair organiser to make use of the potential that Internet provides
The world’s trade fair industry is undergoing systematic development, adapting state of the art technologies, including IT, for the purposes of exhibitors, visitors and trade fair organisers. Thanks to the integration between the global network and the fair industry, a new type of year round on-line trade fair has come into being.
Regardless of what you sell, the truth is that the better you know your clients, and the better they know you, the bigger are your chances for increasing sales of your product.
If you were to suggest a marketing instrument for building excellent relations with your clients, you would surely choose trade fairs-the most direct marketing instrument that has ever been devised!
The most direct marketing instrument available, yet the trade fair is more than just a marketing tool, however.
Modern trade fairs are multifunctional and allow both exhibitors and visitors to realise many objectives at one time and in one place.
Functions of trade fairs has changed and is still changing: now they represent a main on-par opportunity of personal encounter between buyers and sellers, potential partners. A meeting on neutral grounds.
This personal encounter is the advantage which gives the real attraction of the trade fairs. First meeting with a potential customer, inviting existing customers, joy of the reunion, celebration of this meeting are the factors contributing to a good show. This joyful contest, record-probe is a daily practice at a show.