is an exhibition?
What is an exhibition?
Is it an effective advertising action, a way to conclude
large-scale contract or simply parade of ambitions?
Exhibition is a beast very hard to train.
And undoubtedly the success waits for those who have seized
in perfection the art of the complex exhibition “machinery”.
"Who needs exhibitions? What shall
we be doing there? Useless waste of time and money,"
you can often hear such opinions from businessmen when
begin talking about exhibitions and fairs.
"We participate only because of
our competitor's presence. Besides, if we have not participated
our absence would sound louder then our presence",
the often reply to the question: "Why do you take part
in this exhibition?"
All over the world
exhibition is a good springboard to put on a demonstration
of high technologies. Any visitor can appreciate a novelty
at it's true value on his own, and company representatives
can explain how to use it.
One of the attractive properties of exhibitions is that
consumers contact you by themselves, and if they need
your products they will get in touch with you by all means.
Certainly, an exhibition is a good way to present new
goods and services to wide and special audiences. For
this reason the issue of many novelties in this or that
field is especially dated for a certain exhibition that
thus defines the "clock-frequency" of the market.
An exhibition is a
complex tool allowing advertise products, meet partners
and competitors, make an estimation of a state of the
market and your place in it, establish new business contacts
that can lead to numerous commercial offers. Exhibitions
strongly help in creating single-minded system of firm
promotion, connecting isolated not concerted actions in
a chain, directing them to uniform course. At an exhibition
you have a good chance of exposing and putting your products
in most favourable light. Besides, it enables you to estimate
competitive capacity of the new product. Is it really
good for buyers? Isn't it expensive? Is a new design needed?
Will it be in demand? You will find exhaustive answers
for these questions by participating in exhibitions.
The market competition leads to the necessity to reconsider
and improve achievements and technologies constantly.
Otherwise competitiveness of products and services is
inevitably reduced. At the same time the competition constantly
stimulates the search of new commodity markets. For the
Russian companies this problem has become especially actual
The exhibition industry
is huge, and modern companies have found themselves at
crossroads. Innovations with a view to more effective
marketing have been developing with space speed. Corporations
have been working out more and more subtle methods in
the marketing strategy that in turn leads to the growing
popularity of exhibitions.
The exhibition business has greatly
changed, the number of fairs has immeasurably increased
and the widening of the exhibition abilities has led to
a higher estimation of this good marketing tool.
At first sight it is rather easy to
take part in an exhibition. Exhibitors rent an area, place
their equipment in hope for making numerous contracts.
Though such miracles sometimes happen it is ridiculous
to wait in vain for it. For successful participation in
an exhibition at high business level the experience and
skills of the persons involved in this work become determinant.
If conducting the proper marketing strategy you choose
right place and train your staff duly the success is guaranteed.
Exhibitions are old
as the world but nevertheless today they are relevant
as never and may become the most effective marketing tool.
At an exhibition you both advertise
and sell as well as form the image of your company.