Trade shows and exhibitions are characterized by being an event of a social, economic and cultural type, which takes place in a venue and has a commercial objective, that is, to produce profits for the companies that participate in it. Business trade shows and exhibitions are meeting points for sectors and industries that should be taken into account in any commercial strategy. Experience has shown that the presence of companies in fairs and exhibitions, plus their active participation, are the most appropriate means to encourage and project new markets or maintain those already conquered. But attending or participating in these types of events does not guarantee the positive results sought, as, in all, the success of these investments will be in “knowing how to participate successfully”.
The advantages that a company obtains from being able to participate in a specialized event are highlighted below:
Networking – Attending an exhibition as an exhibitor creates the opportunity for you to make some very useful contacts with other businesses and individuals. These meetings may open the possibility of potential partnerships for ancillary services and open the possibility of potential business contracts. Participating in a fair, whether as an exhibitor or visitor, also allows you to contact many buyers or suppliers, in a short period of time and in one place. Thus, personal contacts with clients, current or potential, intermediaries and companies of the sector are facilitated.
The actual sales and sales leads – Having an exhibition booth/stamp at an event can also, create a very good chance for direct business support, sales, and contacts, following participation to the exhibition. Some events are intended only for trade and others are open to the public and each has its own advantages in terms of sales and networking. In addition, a huge advantage to exhibit at an exhibition is the opportunity to present your products or services directly to the public.
An opportunity to check out the competitors and know customers interest – Do not forget and underestimate the benefits that you could get in addition to exposure. You will also have enough time to analyze your competitors and compete. It also allows to evaluate the level of interest and the reaction of buyers: It gives a “feedback” since the exhibitor can see if its product fits or not to the market in question. The exhibition in other words also acts as an opportunity for you as an exhibitor and keep abreast of the latest trends and innovations in the company. Exhibitors can inform about new trends in the market, which can be very useful for the eventual creation of new products or for the evolution of the ones already offered.
Face to face contact – The beauty of exhibition is that you get to meet potential customers and business partners face-to-face and this can be helpful for future business transactions. By gaining the confidence of potential customers face-to-face, it can create some confidence that makes doing business over the phone and the Internet easier in the long run. It can also make you a business more to remember in that it is a face that people can put to the business. Subconsciously, this can make people more comfortable with you in the future.