III. Benefits of Exhibitions
B. Importance for Exhibiting Enterprises

Advantages of a trade fair participation for exhibitors27)
What are the reasons for such high ranking of exhibitions. If we look at the peaks of the evaluation there are three major advantages. These are:

  • To introduce new products and services
  • To initiate sales and
  • Relationship management with known and future customers.

Exhibitions are of high public interest. Important sellers and buyers visit a show. Media representatives use the events for publishing news about products and trends. Therefore trade fairs are useful for product launches. Because of these reasons sales are initiated, too. There exists a so called transponding-and-delay effect, which means an exhibitor may realize a turnover from a show more than 12 months after the closure of a show, particularly at an industry show.

The possibility to address potential clients directly allows face-to-face contacts. Within the company's Customer Relationship Management (CRM) trade fairs are important tools to build up confidence. They are used together with other marketing tools, i.e. internet, direct marketing, personal selling.

Trade fairs offer the chance to promote the company and analyse the competition. In this way, the existing high public interest can be used to meet objectives such as image-building, positioning and brand recognition. Trade fairs offer further advantages to business people, chiefly the ability to network within the industry while achieving major marketing goals.
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