FAIRS, EXPOSITIONS AND EXHIBITIONS
(Earliest type of market, direct selling)(generic terms,
interaction with buyers and sellers, displaying goods and
services)(international exposition, special segment of an
industry)(B–to-B exposition Trade visitors)(B-to-C expositon
General public as visitors)
An influential and highly effective business tool – as well as
being significant wealth generators in their own right. In
established economies they are a vital part of the
marketing mix, alongside direct selling and the Internet
(Why Exhibitions, 2010)
Who is who?TRADE FAIRS: Selling products, relationship
building, monitor competition, tradition, reinforce corporate
image, internationalise, demonstrate products, employee
motivation, establish brand or company awareness, launching
and testing a new product, generate sales leads
Evolution to BtoB strategy
Exhibition was mentioned as early as 1649 -> LATIN->
EXPOSITIO-> DISPLAY OR PUTTING ON A SHOW.
Exposition were held in facilities built specifically for them
Special types of Trade Fairs
Virtual Fairs
World´s Fair
Trade fairs:
They have been the primary marketing medium of
exporting countries.
The exhibits are confined to one industry or a specialized
segment of a special industry
Buyers are usually business members of a industry and
often must be pre qualified to attend the fair.
Trade shows:
Trade shows are b2b events. Companies in specific
industry can showcase and demonstrate their new
products and services.
They are attended by company representatives and a
members of the press. Some of them can be open to public
also
They are conceived of as vehicles of communication with
company exhibits fulfilling and advertising and display
function
Trade show are used by companies to multiple goals
beyond communications and selling
Exporting
Countries
One or a specialized
segment of one
industry
Buyers come
from the
same industry
New products
and services
Company
representatives
Communication
and display
