When making decisions regarding your attendance at the fair, it is very important to define a series of clear objectives that your company wishes to achieve through its participation at the event.
At IBERJOYA September 2009 these may include the following:
Sales:
To generate sales.
To build a solid data base of potential clients. .
Trade Contacts:
An opportunity to meet and mingle with current and potential clients.
To inform your clients regarding your products.
To exploit the distribution channel vertically, along with crossed sales.
To canvas client opinions.
To recover clients.
Sector Research:
To carry out market studies.
To test out new products and services.
To test out new marketing campaigns.
To test brand image and perceptions.
Brand Positioning:
To create and strengthen brand awareness.
To position and re-position brands.
To establish contact with investors.
To develop new markets.
Distribution Channel:
To identify and attract new partners and distributors.
To provide coverage for current distributors.
To build a reputation in order to secure future agreements. .
Media:
Keep open the channels of communication with publishers and journalists.
To promote the publication of news items regarding new products and services.
To achieve an impact in the general media.
Advantages of participating:
Trade fairs:
Are the most economic and efficient way to win market share.
Constitute the most complete communication tool where direct, face to face interaction takes place between the buyer and the seller and the five senses are put into operation.
Allow the obtainment of a high volume of information in a short period of time.
Are the ideal place to establish business contacts: to meet up with regular customers and to win over new clients, offering new services and/or products.
Enable you to monitor the degree of satisfaction of real or potential customers with your products compared to those of competitors.
Provide on-the-spot feedback on the introduction of new products and/or improvements in existing ones.
Make a considerable impact on the purchase decision-making process.
Are fundamental for seeking out export opportunities. Trade fairs provide access to the international market at the best price. They are a real platform for corporate internationalisation strategies.
Help to reinforce corporate images.
Provide a unique opportunity for identifying potential suppliers, sub-contractors, agents, importers and distributors.
Allow you to get a clear idea about competition: who they are and what the position of your company is compared to theirs. They also allow you to get to know your competition's customers.
Facilitate research on your company's price policy compared to that of the competition.
Are the best way to sound out the market, to find out about current and future trends.
Provide an excellent opportunity for commenting on problems and new trends with other trade visitors in the sector.
Enable participation in days and parallel events which help to assess market development and its trends.