An exhibition is a knowledge-based phenomenon whose pillars rest on talent orientation, project- and
program-based activity, and work orientation. Throughout the six-thousand-year history of
exhibitions, this process has continued with a consistent essence yet in different forms, evolving
in every era compared to the one before it. Today, in the early decades of the twenty-first century,
this phenomenon has become a dynamic industry that plays a significant role in the economic
prosperity of nations.
Exhibitions are regarded as one of the most important and influential marketing tools in today’s
world of commerce. Despite the existence of scientific marketing methods and the high costs
associated with participating in exhibitions, presence in such events remains one of the key
strategies pursued by major companies around the globe.
For small businesses, exhibitions represent one of the best and most remarkable opportunities to
establish connections, build new networks, attract fresh customers, and discover innovative ideas.
They are specifically designed to create suitable opportunities for businesses to engage in
face-to-face interaction with numerous potential clients.
Exhibitions serve as the ultimate showcase of an industry, boosting the economy of the sectors they
host and bringing vitality to the markets they represent.
One of the greatest advantages of exhibitions is the presence of potential customers during their
visit. When a visitor dedicates one or more days to attending an exhibition, they are undoubtedly
considered a serious customer who has entered the exhibition environment with determination and
intent to establish a business relationship.
Another benefit of participating in exhibitions—beyond acquiring new customers and maintaining
existing markets and clients—is gaining access to the latest news and information about similar
products, such as quality, variety, pricing, and more, offered by competitors. In other words,
exhibitions are regarded as the best place for exchanging knowledge, information, and technology.
Producing goods in line with the needs of the target market and consumers plays a vital role in
improving quality and enhancing competitiveness. Face-to-face negotiations in a neutral environment
with buyers are also among the key advantages of exhibitions.
- Creating a suitable platform for communication between sellers and buyers with the aim of
concluding significant economic contracts
- Direct interaction with the seller and the company’s sales team, gaining insights into their
behavior and communication style
- Identifying buyers who are not recognized or mentioned in any management sectors worldwide
- Understanding strengths and weaknesses
- Recognizing market needs
- Becoming informed about the level of readiness of competitors
- Establishing communication, fostering interaction, and advancing major financial strategies for
renowned and active global companies
Visiting an exhibition also requires proper planning. The first step is to research and identify
exhibitions related to your field of work. Before attending, define your goals (for example, finding
a
new supplier or learning about innovative technologies). On the day of the exhibition, prepare a
list of
the booths you intend to visit and carry enough business cards with you. After the exhibition, make
sure
to follow up with the people you met.