Trade fairs

Trade fairs have taken deep root over recent years as one of the most powerful and effective marketing tools available to businesses, as reflected in the fair industry¹s escalating growth figures. The following pages contain an abstract of a brochure published by the Spanish Trade Fairs Association (AFE), summarising the key arguments that stimulate readers to take an active role in such marketing events.

Trade fairs...

• Are the most cost-effective and efficient way of gaining market share.
• Are the only comprehensive communication tools that bring about direct, "face to face" interaction between buyers and sellers, drawing the five senses into play.
• Cater for the transfer of a high volume of information in a short period of time.
• Are ideal places for establishing trade contacts, getting together with existing customers and acquiring new ones.
• Are highly appropriate for checking the satisfaction levels of real or prospective customers with our products and those of our competitors.
• Deliver immediate feedback when launching new products and/or implementing improvements in existing ones.
• Have a significant impact on the purchasing-decision process.
• Are fundamental for spotting export opportunities. Trade fairs provide exposure to international markets at the best price. They are a genuine platform for companies' internationalisation strategies.
• Contribute to the enhancement of your company¹s image.
• Are a unique opportunity for identifying possible suppliers, subcontractors, representatives, importers and distributors.
• Enable you to draw a clear picture of your competitors: who they are and what your company¹s position is in relation to them. They also give you the chance of getting to know who your competitors' customers are.
• Allow you to conduct research on your company¹s pricing policies in relation to your competitors'.
• Are the best way of sounding out the market and getting acquainted with current and future trends.
• Are unique opportunities for discussing problems and new trends with other industry players.
• Give you the possibility of taking part in conferences and parallel events that assist you in evaluating market evolution and trends.

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IFEMA agradece a la Asociación de Ferias Españolas (AFE) la autorización para reproducir parte del contenido de su estudio.

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