Why exhibitions

Trade Fairs: A Powerful Marketing Tool

Through out the ages, trade fairs have been recognized as one of the most efficient and powerful tools for effectively doing business. As a face-to-face meeting point, fairs and exhibitions are basically a target opportunity for achieving your trade objectives. They are a cost-effective means to reach your market audience - in one time and in one place.

Among the key advantages of tradeshow participation is:

Customer contact:
Tradeshows provide excellent venues for initiating contacts with new customers and developing new trade leads. Equally important they enable you to maintain and renew contacts with valued clients.Product and Service Launch Platforms:
Live presentations and Demonstrations of your products and services speak for themselves, accelerating the selling process and generating new sales.Marketing Communications:
Trade fairs focus media attention on your Company and products. Public relations efforts can be focused to raise the profile of your company image and brands.

"Trade fairs are privileged forum, offering us the opportunity to meet not only our customers and potential clients, but also the leading decision makers and journalists in our business sector."
Françoise Sortais, Manager, Show & Event Coordination, Michelin Company, France

Major studies prove that fairs and exhibitions are more effective than any other tools for achieving marketing goals.

A high return/expense ratio:Trade shows are known to have a high return/expense ratio. An EEAA (Exhibition Association of Australia) survey showed that an average expenditure of 9% of companies' marketing budgets in trade far events resulted in a return of 23% of business.

CEIR studies have shown that:

  76% of exhibition attendees arrive with an agenda;

  48% of exhibition leads don't require a sales call to close the deal;

  Exhibition leads cost 56% less to close than field sales calls;

  87% of exhibition attendees say they will share information obtained at exhibitions with their immediate superiors.

"Trade shows are an important marketing link to our customers today - more so than ever before. This can be attributed to the dynamics of the business economy, which continues to fuel downsizing throughout the industry; creating attendees who go to events with a strategic basic mission: to answer the age-old question 'How can I grow my business?' As exhibitors, we must be prepared to answer that question with clean, uncluttered messages and recommendations."
Jerome A. Gaither, Manager, Tradeshows and Conventions, The Coca-Cola Company      

Opportunities to Assess, Learn, and Interact

Trade fairs and exhibitions are more than just a marketing tool; they are your entire marketplaces at your fingertips. As a source of market knowledge and corporate positioning they fulfill your needs in a centralized site.

- Feedback from your clients is available immediately giving you real-time insight into market expectations.

- Research market potential and assess your competition. Stay abreast of Product advances and new technology.

- Identify new agents and distributors and recruit new staff. Initiate new Alliances and establish joint ventures and project partnerships. 

"We at United Technologies manufacture large items like aircraft engines, and exhibitions are the only effective way to show these products. There, attendees include not only top-level buyers, but also all the major players in the industry gathered in one place to compare exhibitors' products; and to get their questions answered fully and immediately."
Sal Cavallaro, Manager, Marketing Support Systems, United Technologies Corp. USA 

Nowadays, more than ever, exhibitions are significant for the restoration of economic ties in Russia, for strengthening and broadening contacts with foreign partners, and for the advancement of domestic products and technologies to foreign markets."
Stanislav Smirnov, President of the Chamber of Commerce and Industry of the Russian Federation, Moscow (1998)