Neutral sales environment
The buyer feels under no great pressure to buy, while the seller is not apprehensive about visiting the buyer on his home territory.
Whilst an advert, direct mailing or web page may say a product is the fastest, quietest, smallest or most advanced on the market, at an exhibition, buyers can see, taste, touch and try your product for themselves. Nothing beats the impact of a live demonstration.
Fast market penetration
You can reach a large proportion of the market in a short space of time. Whether you are looking to raise your company profile, change market perceptions or generate sales leads, you can achieve more in four days at an exhibition than you might otherwise achieve in months.
Exhibitions are also one of the quickest and most cost-effective means of exploring and entering new export markets.
Individually, the benefits listed are not unique to exhibitions but what is unusual is their combination in a single, highly flexible promotional tool. Exhibitions combine the:
- mass-reach of advertising,
- targeting of direct mail,
- persuasive power of face-to-face selling,
- networking benefits of the Internet,
to create a unique environment in which a wide range of sales and marketing objectives can be pursued, either singly, or side by side.