Globalization of markets means greater competition. This means managers are faced with increasingly demanding goals and increasingly tighter deadlines. In order to suceed, companies have to integrate more innovative and versatile marketing tools such as specialized trade shows as key elements of their global marketing strategies.


Despite the emergence of the Internet and e-mail communications, trade shows are still used as a major method of generating sales leads. This is because they give customers the opportunity to experience a company's products first-hand and communicate directly with the company's employees regarding any questions or concerns they might have.

Trade shows give exhibitors the opportunity to receive media attention and increase and enhance brand awareness without paying high marketing costs. In addition, the visitors to the trade show and readers of industry journals are often business leaders who are responsibility to make executive purchasing decisions. Therefore, trade show media coverage enables exhibitors to efficiently and directly reach their target audience.

Trade shows attract agents and distributors from around the world, which a company may not be able to reach using other methods. Communication with such visitors may lead to the development of new alliances and the establishment of joint ventures and project partnerships. Strong relationships with agents and distributors are very important when entering new markets.

With a decline in the information-conveying effectiveness of mass media (TV, radio, internet, newspaper, etc.) due to an overabundance of look-alike commercials, a lack of interest in indirect marketing (faceless billboards, intrusive internet banners, etc.), and a flood of indiscriminately posted direct mail (SPAM e-mail, junk mail clogging mail boxes, etc.), consumers today are interested in experiencing the product they wish to purchase first hand. The E-Bay revolution has allowed most anything to be bought or sold by people living on opposite sides of the world, however, when, for example, a businessperson is deciding on a trading partner that businessperson will look to trade fairs and exhibitions to bring the latest products and the latest technology to life right before their eyes.


Participating in a trade show as an exhibitor, enables a company to exchange and gather information not only with potential customers but also with other exhibitors as well. This allows them to better understand the market from the perspective of their customers and competitors. Using the knowledge gained from participating in the trade show, exhibitors will be better able to differentiate themselves from their competitors and gain market share in their industries.


Speaking with visitors to your booth and using tools such as surveys, allows exhibitors to receive real time feedback from current clients as well as potential customers. This information can then be used in immediately in marketing, product development and manufacturing strategies.


Trade shows provide a great opportunity for exhibitors to introduce their new products and services. Current clients and potential customers can see live presentations and demonstrations as well as samples of your products and services first hand which accelerates the selling process. In addition, the press and media will often pick up on your new products and services and mention them in their coverage of the trade show.

Exhibitions offer a means of directly connecting with a specific target audience that is likely to buy or promote your products. Exhibitions and trade fairs allow you to reach the largest number of members of this target audience with minimum time and resources expended.
Given that you have already had a chance to speak with your potential customer, present your products and services, and answer any of their questions, the cost to close a sale with an exhibition lead is much less than the same sale without such a lead. In addition to the decrease in sales costs, exhibitors can also expect a decrease in marketing costs given that they will have the opportunity to target a number of potential customers at the same time rather than sending individual direct mailings and spending large amounts on advertising.