Marketing refers to the planning, coordination and control of all business activities focused on current and potential markets. For this purpose, marketing policy instruments, such as bespoke exhibition stands, are used. These instruments are referred to as a marketing mix and consist of product design, price and condition adjustments as well as distribution and communication measures. Thus, a company controls its influence on the sales market.
Change in Trade Fair Formats
Trade fairs have long proven itself as an efficient medium of distribution or communication policy. In times of the internet, however, the formats of the fairs are under observation and are, in part, in the process of change. For example, capital goods trade fairs are increasingly changing from the previous major purchase event to an informative and communicative event with personal ties.
Measuring the Rhythm of Market Developments
A particular strength of the fair is that it usually takes place in line with the innovation intervals that exist in an industry. Therefore, no other instrument is able to produce the presentation of company and product so much through personal contact. At the same time, fairs describe the processes in the market and trace the nature and extent of the changes, including the direction and pace of developments. Marketing through measurement means concentration and rationalization in this regard.
Trade fairs can be used multi-functionally as a medium of their own kind and offer individual possibilities. Compared to an internet search, a newspaper ad, or banner, a sales letter, e-mail newsletter, brochure or catalog, all of which ultimately convey only an abstract idea, the product stands at the trade fair stand in the center of attention.
Machines and systems can be presented during the event. The personal information and the dialogue are inextricably linked with the technical and technical demonstration on the exhibition stand. Unlike with Internet marketing, there is the need-based, individual presentation. Because even the sophisticated services of online communication cannot replace the personal conversation at trade fairs.
On the contrary, different application alternatives make the purchase decision more difficult and the need for explanation of many products and services increases. The instrument of the fair experiences a completely new, high-quality positioning in the marketing mix of a company.