III. Benefits of Exhibitions
D. Outstanding Economic Functions

These are some special economic factors connected to trade fairs:

• Lowering transaction costs31)
  The main reason for the existence of trade fairs can be found in the lowering of costs per transaction. Such costs can arise from factors, such as search for information, contracting, legal advice, insurance, and competition monitoring. A cost reduction is gained by the concentration of providers and attendees in one location at one time.
   
• Neutral sales area
  Trade shows are held at a location which is neither home territory of the exhibitor nor the visitor. The venue is a neutral area that makes it easier for the visitor to freely select from a pool of information offers, with no commitment. Both visitor and exhibitor are freed from interferences by daily company duties.
   
• Conditional location pull32)
  In many cases, a prerequisite for the usage of demanded services is that they can only be consumed at the place of their production. Due to this, the customer is forced by a conditional location pull, which means that he is fixed according to the place where the producer manufactures. This doesn't apply to trade fairs.