The benefit of trade fairs is the chance they offer to develop customer relations. Relations can be maintained by a brief conversation on the stand rather than by spending large amounts of time and money on traveling.

Trade shows make it possible to combine several marketing instruments. If the company main aim is to bring in new customers, it has to launch a large scale advertising campaign ahead of a trade fair.

On the other hand, if its goal is to cultivate relations with existing customers then these must be stimulated to visit one’s stand beforehand. A basic evaluation of exhibition activities reveals that trade fairs represent a marketing instrument with a wide-ranging and far-reaching impact. All the previously mentioned factors underline the importance of trade shows as part of the marketing combination.


What unique value proposition does your product/service offer for this region of business? This is probably more important than a stylish exhibit with engaging exhibitor staff.

Being an exhibitor from another country, be sensitive and alert of cultural variations when attending or operating an exhibition… Your product, services, and exhibit design may perhaps be great, but how you engage with an international audience can make or harm your chances to meet your goals.

Marketing mix elements are made up of identifying a product, pricing and sales conditions, and implementing sales and communications actions.
These are the instruments a company uses to deal with its influence over the sales market.


Exhibitions and event marketing are always one of the most expensive elements in any companies advertising budget. The expense may be greater but surely must be viewed as an investment to reap rewards, and measure, the full benefits of face-to-face marketing.

The biggest mistake that companies make when taking their local exhibitions experiences abroad is assuming that their formula for success will work the same internationally. You will need an exhibition company to assist you with the preparation.

However, if your company is hosting an event, you may be inviting prospects in addition to current customers. The bottom line is to invite those you know will be interested in the chosen theme and topic of the event. Quite simply, to generate quality leads from your event, you need to determine your customers.

By carefully segmenting your database and reaching out to the most interested demographic, you can attract attendees that are future buyers. In addition, by executing pre- and post-event campaigns and scheduling on-site meetings with targeted attendees, you can return to the office
with a number of truly qualified leads.

Budgeting and preparation

The preparation process before participating in an exhibition is complete without a budget being written in good time. Admittedly, it is difficult to forecast costs the first time round, but after finding out the costs at the first exhibition one can make more effective calculations for a second event.

Soon after the fair has ended (approx. 4 months after the event), and once the expenses of each individual item has been determined, it is possible to make a final evaluation of costs versus advantagesand choose how successful the corporation was cost factors needed forattending a trade fair.

The expensescan be divided as follows:

Stand rental, utilities along with other operations (electricity, water, and disposal)

Stand construction and decorating, exhibition services

Servicesaround the stand and marketing communications

Transport and waste disposal

Team members and travel

other costs

Preparing the staff.

Ensure you have your better sales and development staff ready to attend the exhibition on the day and give them precise tasks. Have some on the stand itself and somemoving through the exhibition and enrolled in talks and other the possibility tobuild relationships with business distributors and leads. Avoid over staff your stand, as it can seemintimidating.