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Why Exhibitions

Why Exhibitions?

Exhibitions are an influential, flexible and highly cost-effective business tool.

They are in fact a vital part of the marketing mix, alongside direct selling, advertising, direct mail and the Internet.

Exhibitions also have a major impact on local and national economies:

  • Generating direct spending on local hotels, restaurants, transport etc.
  • Creating employment – directly, in convention centres, hotels, restaurants etc, and indirectly, by assisting the development of small and medium enterprises.
  • Raising city/regional profile.

Why Exhibit?

Exhibitions are one of the most effective mediums for establishing and maintaining customer relations.

In an increasingly digital age, they are the only media where buyer, seller and product physically come together - a potent force for business.

Highly targeted:
With their focused profiles and carefully targeted audiences, trade exhibitions are highly cost-effective sales and marketing platforms.

Flexible: Exhibitions provide a highly flexible environment in which a wide range of sales and marketing objectives can be achieved, from generating sales leads and launching new products, to building brand image, maintaining customer relations and appointing new agents. With a wealth of exposure opportunities, from stand presence and sponsorship, to seminars and competitions, and awards, together with our web sites, exhibitions provide a dynamic environment for your sales and marketing activities.

A two-way communication process: Unlike magazines and direct mail, exhibitions involve a two-way communication process. Visitors can question, challenge and debate. Exhibitors can give and seek information. Most importantly, business is conducted face to face - the most persuasive form of selling, and of building customer relationships.

The buyer comes to you: Exhibition visitors are pro-active rather than passive recipients of your sales and marketing messages. They make a conscious decision to attend, and set aside valuable time to do so. Many are specifiers and influencers who it might otherwise be impossible to identify.

Neutral sales environment: The buyer feels under no great pressure to buy, while the seller is not apprehensive about visiting the buyer on his home territory.

A three-dimensional media: Whilst an advert, direct mailing or web page may say a product is the fastest, quietest, smallest or most advanced on the market, at an exhibition, buyers can see, taste, touch and try your product for themselves. Nothing beats the impact of a live demonstration.

Exhibitions combine the mass-reach of advertising, the targeting of direct mail, the persuasive power of face-to-face selling, and the networking benefits of the Internet, to create a unique environment in which a wide range of sales and marketing objectives can be pursued, either singly, or side by side.

Why Visit?

There are many ways of sourcing product and supplier information, but only exhibitions allow you to put a suppliers’ claims comprehensively to the test easily and cost effectively – by examining the products for yourself, questioning their creators, and comparing and contrasting their performance. Specifically, visitors attend exhibitions to:

●    See what’s new 

●    Keep abreast of industry and market developments 

●    To network/develop business contacts

Other common reasons for attending exhibitions include:

  • To consolidate business relationships
  • To solve specific problems
  • To find new markets
  • To appoint agents/seek principals
  • To discuss specific terms/conditions/pricing
  • To obtain technical knowledge
  • To discuss business needs in a neutral environment