WestAzBuild 2010

Exhibitions occupy a special place in the marketing and communications strategy of any company. There is no other means of communication which can be tailored so individually and nowhere else it is possible to enjoy such direct contact with customers, bringing into play all the five senses (sight, hearing, taste, touch and smell) to make them aware of their need for information or, in some cases, to satisfy an existing need for such information.

An industrial specialized exhibition is a meeting place for a whole branch of industry and the opportunities it offers are almost limitless. A strategic factor in any successful business is getting close to the customer and this is crucial on both the international and domestic markets. Another advantage of taking part in an exhibition is that it affords an opportunity to maintain contacts with existing clients. Research into exhibitions proves that “exhibiting goods at a trade fair influences purchasing decisions six times more than any other method and people remember exhibitions longer than adverts”. Statistics prove that 57 percent of buyers purchase goods and services at exhibitions and 90 percent of visitors use the information they obtain at exhibitions when making decisions as to which goods or services to buy.

Among the advantages of taking part in an exhibition is that a company attracts attention to its goods - and not just the attention of the specific group of people visiting the exhibition, but also of the media and of state structures. It also offers them quantitatively and qualitatively excellent contacts with the targeted group at a relatively low cost.

Exhibitions afford the most direct form of sales: one-to-one contact with potential clients and suppliers. The cost of conducting business through exhibitions is almost half that (45 percent) of using more traditional direct sales methods. Given the estimated cost of one visitor, the costs of exhibiting are considerably lower than t