The role of exhibitions in business development
Exhibitions are one of the few activities that provides an instant connection for the buyer and seller to interact with each other. For this reason, even in the Internet age, the importance of trade fairs has never diminished.
One of the major problems facing many companies is the physical and geographical distance between producers and consumers, according to Iran's International Stone Exhibition. Large companies have used various methods to reduce these gaps.
Customer-related practices such as market research, advertising, marketing, and public relations are efforts to close this gap, which has gradually diminished in importance and impact, and in need of continuous improvement to improve efficiency.
New approaches to expanding business space have emerged in the past decades, but most of these activities cannot establish a face-to-face relationship between the producer and consumer groups.
Exhibitions are one of the few activities that provides an instant connection for the buyer and seller to interact with each other. For this reason, even in the Internet age, the importance of trade fairs has never diminished.
In a sustainable economy, the exhibition is a major driver of industrial and commercial development and plays a key role in product marketing. This space is the perfect platform for companies and professionals to come together in an event, around industry and shared services, to share their information with each other. Thus, exhibitions have the potential to create long-lasting business relationships while helping marketers find new ways to help their customers stay loyal to their customers by showingcase their capabilities.
Companies at trade fairs achieve a wide range of economic goals. Identify new customer groups, examine strengths and weaknesses against competitors, expand brand leverage, increase profitability, expand distribution process, create new dealerships, evaluate a new product's market success, evaluate export opportunities, and understand customer perceptions, including specific tasks. Specialized exhibitions for participants.
In addition, attending specialized exhibitions is an opportunity to increase the volume of transactions and can create a turning point for the future of companies as people typically have the incentives to make deals when attending such events.
Developing research and sales activities, improving skills and acquiring knowledge are other values that a specialized exhibition will bring together for visitors and visitors alike. Most of these exhibitions include one or more side programs in the form of workshops, conferences, lectures, etc. to create a more rewarding experience for visitors.
These programs have a significant impact on creating and targeting audiences and can attract more favor to the industry. In addition, new brands have the opportunity to create an exhibition space and consolidate their brand in the audience's mind. This is a good time for new business owners, along with industry leaders, to be recognized as a reliable, serious and important market player.
In this regard, it is necessary for companies to always have a list of specialized exhibitions in their industry and commerce and to plan their active participation.
It is also essential to know your target audience before each exhibition, as visitors to the exhibition range from related industry owners to end users, and may be familiar with future professionals, fans and partners.
Thus, given the role each of them plays in the business field, information must be classified, summarized, and appealing in order to make it accessible to a tangible and acceptable audience.
* Ali Yarmohammadian, Managing Director of Isfahan International Exhibition Company
