Importance of Trade Fairs

Trade fair as such is an expensive channel where an individual must consider the logistic challenges where investments are concern. Once the logistic challenges have been sorted out, you can consider participating in the overseas trade fairs. There are challenges that are manifold and may include visa clearance, language barrier and on site promotion which needs to be sorted out. Despite having gone through all this, if you are still unsure of the return you will get on the investment then that means you are not clear with the basics.

Trade fair is currently on the rise all over the world. For instance, in the USA, there are an estimated 9,000 trade shows that takes place every year. Approximately about 60 million visitors are attracted per year on this type of trade fair. Of all the trade fairs that have been organized, one of the most successful trade event is the Canton fair in China, that have been organized since 1957. This type of fair is also quite popular among Indian manufacturers and exporters. More than 50 trade fairs are being organized every year.

As per a survey conducted way back in 2004, when the companies were asked to rate the importance of communication tools, the following result was found:



1. Trade Fair / Exhibitions 76%

2. Personal Sales / Field Service 75%

3. Direct mailing 62%

4. Advertising in Trade Magazines 59%

5. Public Relations 43%

6. Events 39%

7. Internet Promotion 39%

Based on the survey, it was found that among all the communication tools used, Trade Fair is the most popular. This is mainly because the trade fair is easy to find. If you ask any marketing expert why Trade fair is considered as the most important element, following are the reasons that make it the top priority:



It provides you with the opportunity to reach to the targeted group

It gives you the opportunity to reach out to the right buyers.

It gives a chance for direct interaction with the actual buyer and at the same time gives you a chance to get the feedback.

It also gives you an opportunity to build up your brand and PR exercise.

Trade fair may be a complex process and may also prove to be quite expensive but it is one way through which you can easily fulfill all your marketing goals. A well organized trade show can benefit you from business lead generation, market intelligence, PR exposure and direct interaction with the actual buyers. Getting to know how trade fair fits in your company is the key to work out for specific benefits and strategies.