Trade shows and exhibitions can be used for both business to business and business to customer marketing of products. Trade shows have a strong appeal. They are very powerful in attracting traders and customers together at one place.
During the recent economic recession, many business firms stayed away from conducting trade exhibitions. This was mainly because of the high costs involved. However with the global economic situation returning to stability, many businesses have realised the importance of trade shows and exhibitions.
Trade exhibitions create a platform for potential customers and traders to interact in a more personalised manner. They help in increasing the brand awareness for the product.
Sometimes, certain types of awareness levels can only be generated through trade exhibitions. Other methods may prove to be useless.
Product specific exhibitions:
Exhibitions are specific to the industry they cater to. For instance, a business firm specialising in home interiors will conduct trade shows and activities related to home décor designs, the latest offerings and so on. This is done to ensure that the exhibition attracts the right demographic of people. The idea is that the correct target audience is exposed to the brand’s external communications.
Two way interaction:
Exhibitions allow two way communication between the consumer and the trader. It is an advertising tool which impacts all the five senses of the consumer at once.