Functions of modern trade fairs

The most direct marketing instrument available, yet the trade fair is more than just a marketing tool, however.

THE STRENGTH OF TRADE FAIRS LIES IN ITS INTERACTIVE CHARACTER

Modern trade fairs are multifunctional and allow both exhibitors and visitors to realise many objectives at one time and in one place.

Trade fairs are places where the following functions are implemented:

  • direct sales to potential clients
  • strengthen relations with clients
  • procure new clients
  • compiling databases of potential clients
  • strengthening links with current clients
  • educating the market through the five senses
  • get educated by the market gathering information, market research, feedback, collecting high-quality information ("tips")
  • demonstrating products and services
  • generating media interest and building brand name awareness
  • launching new products on the market,  demonstrate and promote products
  • positioning the company as a market leader

Additionally, the fair is a perfect place for:

  • finding new ideas, innovation opportunities
  • finding out about client expectations, demands
  • getting on-the-spot feedback about the company's products
  • recruiting local agents and product distributors
  • product presentations addressed to the five senses