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Trade fairs have existed since the Middle Ages, obviously in formats and with proposals that are very different from the current ones, except for the fact that the main objective is the same – to offer something you have in exchange for something you want / need or in a simpler way, Negotiate.
This practice, which spanned centuries, still exists for a number of reasons known by many and which we will discuss in more detail in today’s post.
What is a trade fair?
Obviously, our intention here is not just to answer what a trade fair is. Everyone knows, or at least has a pretty good idea of what it is, even if they’ve never been to one.
Unlike the first ones, a fair currently brings together companies and professionals who have some level of involvement in the area that is the central theme of the event.
As a result, the main objective is not to sell something to someone. Of course, when it happens, it’s great, but there are other intermediate objectives that often go beyond the commercial operation.
Regardless of the target sector around which it was organized and who are responsible for conducting it, nowadays such an event can feature lectures by specialists, discussion forums, business roundtables and a series of other actions that are not limited to offering an exhibitor area open to visitors.
That is, various types of actions are carried out throughout the event, which aim to create various opportunities for participants, whether exhibitors or visitors and which often take place beyond the space and period in which the fair takes place.
12 reasons to attend a trade fair
As it should already be clear, participating in a fair as an exhibitor or visitor goes beyond the normally associated paradigm of selling or buying something.
Even in the simplest events and restricted to the most traditional models, it is possible – and extremely desirable – to have several developments.
1. Networking
Exchanging information and getting to know people and companies that operate in the same market, the so-called networking, is the first and most immediate reason to participate in fairs.
The environment is conducive to conversations, in which those involved have the chance to provide information and gather information that one would not have in other everyday situations. The people there, among other reasons, are actively willing to relate.
The exchange of cards, commercial contacts, the printed material that is collected, the gifts, the experiences lived in the stands and the many actions in which one participates, are just the starting point for relationships that can be developed after the fair.
2. Market knowledge
It’s not uncommon, especially for those who already have a good amount of time working or experience in the market, to think they know everything about it, or at least, everything that matters to know.
This type of view can bring many limitations, since even the most conservative markets evolve and change over time, both in terms of consumer needs, desires and expectations, and in terms of competition.
It is in events like this that you have unique opportunities for conversations and information gathering that you don’t have under normal conditions.
How often and under what working conditions do you have the chance to have a competitor on the stand next to you and be able to have conversations that you normally don’t have? This very common situation can produce unexpected and surprising developments.
And what about your customers? How many will visit the stand and experience service situations that are very different from those of everyday life, no matter how personalized the service provided by the company is.
Practical examples of how much it is possible to improve knowledge of the market abound, as is the case with the next factor.
3. Research
Surveys are common and frequent at fairs and therefore, there is a prior willingness to answer them, especially on the part of those who accept to participate.
When not, gifts may be distributed as incentives or even special “prizes”.
Even when it is not done formally, the collection of information takes place through the assistance provided, clarifying doubts to visitors, in the many conversations and even as a result of observing the movement.
4. Suppliers
Events like this are also great to strengthen knowledge and relationships with established suppliers, as well as meet new ones.
In addition, it is common to discover suppliers that provide products / services that were never considered to be consumed, but that can add value to the operation, such as, for example, a system that automates a manual procedure of the company, with consequences in terms of productivity and costs.
5. Partnerships
Knowing companies with which it is possible to sew legitimate partnerships, that is, when the sum of efforts produces greater and better results than acting individually.
As there is no almost obligatory and implicit commitment from one company to “sell out” to the other, which exists in formal negotiations in everyday business, the interest arises in a more organic way.
6. Institutional
Rarely do you have an opportunity to develop as many Marketing actions as at a fair.
For each possible action (lectures, stands, forums, lunches, etc.)
Gifts, dynamics, presentations, contests, printed and digital material and whatever else the creativity, time and space of the event allow, end up constituting a true “bombardment” of Marketing actions aimed at the image of the company / brand.
7. Industry technology
Technology should serve as a facilitator for people and companies, and companies focused on offering technology know this and are increasingly keeping an eye on this type of event.
Finding new technologies to produce more, better and at lower costs is another attraction of the fairs.
8. Decision makers
Trade fair stands are a very appropriate place to meet and start commercial relationships with companies’ decision makers, be they potential customers or suppliers.
People with key roles, managers and sometimes even CEOs and top management of the company, are present and accessible, constituting a rare opportunity to negotiate partnerships, negotiate special contracts and issues that are not always possible or easy in everyday business.
9. Competition
Getting to know the competition better and seeing how it operates in the market, as we have already mentioned, can be a golden opportunity.
Observing behavior (what they do and how they do it), their Marketing actions, their strategies, taking a closer look at possible launches, mistakes and successes, among other aspects, is often only possible at an event like this and through the eyes of people who have decision power.
10. Mailing
Expanding the mailing itself, which in the case of a fair, allows it to be well segmented, is another indisputable benefit.
Many fairs, depending on how they were structured, provide mailings consisting not only of exhibitors, but also of participants in actions, such as, for example, lectures and forums that may have integrated the event.
When combined with surveys, mailings can represent a valuable arsenal of information.
11. Trends
As a result of some aspects above, such as knowledge of the market and technology, it is possible to discover trends, changes and innovations in the market in which it operates.
Staying attentive and up-to-date with these movements is essential not only to keep in line with expectations, but mainly to try to anticipate changes and, in the best of scenarios, to be responsible for dictating the direction of the sector.
12. Relationship
Another reason often explored by those who regularly participate is to build and expand relationships.
Having decision makers participating and seeing everything that happens, all the experiences and contacts produced, the information and knowledge acquired, the possible partnerships, in short, the resulting scenario, favor Relationship Marketing.
Conclusion
The environment of a trade fair is a privileged and unique situation for a company and professionals in the area, with unquestionable benefits.
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