IKON international Global Trade Experts
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Importance of Exhibitions and Trade Shows

Exhibitions serve as an influential platform for companies, professionals and industry experts to come together, share information and build long-lasting business relationships. In established economies, exhibitions are a vital part of product marketing, along with direct selling, advertising, direct mail and the internet. In new and emerging markets, they serve as a major stimulus for industrial and commercial development.

Today; one of the most important problems that many companies face is that the physical distance between the producers and consumers has increased and these two groups can have limited communication with each other. Exhibition can bring producer and consumers together in today’s market circumstances, involve the purchaser and sales person together and create a mutual and face-to-face relation between these groups.

In the exhibitions, the companies have a stand in the same area with many of their rivals from the sector, sometimes even in front of or next to their rivals. Therefore, they get the chance to observe their rivals. Thus, they can perform very important researches for collecting information on the sector such as observing the current status of the rival, following the relations between the rival companies and the customers, their attitude towards customers and their working methods.

Besides its benefits that listed above, exhibition organisations can create important results and acquisitions for the companies in several points such as:

·       Supporting sales activities

·       Identifying new customer groups

·       Increasing profitability

·       Expanding distribution

·       New representatives

·       Finding dealers

·       Evaluating the success of a new product in the market

·       Evaluating the acceptability of the products thought to be presented to the market, developing media relations

·       Developing research and sales activities by information share

·       Evaluating exportation opportunities, etc.

As a result, we can say that commercial expertise exhibition is one of the most important elements that increases the efficiency of integrated marketing communication process and will be one of the most used communication and sale tool by the companies.

The question is whether you know how to be prepared to the trade show/exhibition in order to get all the benefits and increase sales or not. In this case, preparation is the key to success!

Nataliia Hinde