5 REASONS WHY TRADE FAIRS
MATTER IN THE MARKETING MIX
Trade fairs remain one of the most important communication tools, especially in B2B environments. So why
do some companies still not consider taking part in trade fairs? The Association of the German Trade Fair In-
dustry (Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e. V. - AUMA) has looked into this
issue in some detail.
Reasons for not participating include costs, lack of
time and staff and the amount of organisation in-
volved. But how does participating in trade fairs bene-
fit companies? Why should they still consider this
tried-and-tested marketing tool, even now in the dig-
ital age?
1. TRADE FAIRS AS AN INNOVATION PLATFORM
Competition based on quality has dramatically inten-
sified in recent years, along with the pressure to inno-
vate, grow and succeed in the global economy. Trade
fairs provide an ideal platform for demonstrating inno-
vation and tackling competition head on:
They create high market transparency due to the
many competitors represented at industry trade fairs.
Participants get a comprehensive picture of the range
of products and services on offer as well as price/per-
formance ratios and market trends, helping to steer
Page 02 | Kids India Mag Issue IV : June 2018
them towards future business success. Cooperative
arrangements can be formed with other companies.
2. PRODUCT PRESENTATIONS WITH A PERSONAL
TOUCH AND HANDS-ON EXPERIENCES
For most companies, showcasing new products and
services is the main benefit of taking part in trade fairs.
Presenting products in person can boost sales suc-
cess in many respects:
All the senses can be appealed to, so that visitors
enjoy an immersive event experience. By actively
testing products at the trade fair, visitors can see for
themselves their functionality and quality.
Exhibitors can respond directly to customer queries
and requests and impress with their expertise and
passion. Offering both professional product presenta-
tion and hands-on product testing demonstrates a
focus on the customer.