Exhibitions occupy a special place in the marketing and communications
strategy of any company. There is no other means of communication which can be
tailored so individually and nowhere else is it possible to enjoy such direct
contact with customers, bringing into play all the five senses (sight, hearing,
taste, touch and smell) to make them aware of their need for information or, in
some cases, to satisfy an existing need for such information.
An industrial specialized exhibition is a meeting place for a whole branch of
industry and the opportunities it offers are almost limitless. A strategic
factor in any successful business is getting close to the customer and this is
crucial in both international and domestic markets. Another advantage of
taking part in an exhibition is that it affords an opportunity to maintain
contacts with existing clients. Research into exhibitions proves that
“exhibiting goods at a trade fair influences purchasing decisions six times more
than any other method and people remember exhibitions longer than adverts”.
Statistics prove that 57 percent of buyers purchase goods and services at
exhibitions and 90 percent of visitors use the information they obtain at
exhibitions when making decisions as to which goods or services to buy.
Among the advantages of taking part in an exhibition is that a company attracts
attention to its goods - and not just the attention of the specific group of
people visiting the exhibition, but also of the media and of state structures.
It also offers them quantitatively and qualitatively excellent contacts with the
targeted group at a relatively low cost.
Exhibitions afford the most direct form of sales: one-to-one contact with
potential clients and suppliers. The cost of conducting business through
exhibitions is almost half that (45 percent) of using more traditional direct
sales methods. Given the estimated cost of one visitor, the costs of exhibiting
are considerably lower than those of any other form of advertising.
To sum up, exhibitions offer participants many advantages, including:
- The cost of contact with one representative of a company’s target
audience at an exhibition or trade fair is markedly cheaper than any other
means of advertising.
- The unique “extra-territorial” nature of an exhibition makes it much
easier to establish contacts; in this environment you, your potential
customers and your competitors are all on neutral territory.
- An exhibition is the ideal place to learn about demand for new goods and
to conduct research into what your competitors are doing.
- An exhibition is an effective means of helping a firm to penetrate new
foreign markets or establish dealership networks.
- An exhibition allows you to show your new goods in action.
- The fact that media representatives attend exhibitions makes it a lot
easier to work with them and helps with the creation of PR material.
- Taking part in an exhibition allows you access to a fairly substantial
segment of the market in a short time.
- For any business an exhibition is a bridge linking customers, wholesale
and retail trading companies, suppliers and manufacturers and it offers a
competitive environment for making new contacts.
- The very best intellectual and material resources available for you to
take advantage of are concentrated in and around an exhibition for the short
period of its duration.