The fairs have a long history. In the Middle Ages, they were held on major religious holidays. With the development of industrial production, fairs began to be held more often, and from the middle of the 19th century they began to combine products from different countries. Now fair activity is also popular and is dynamically developing both in Europe and the USA, as well as in Asia.
Why are fairs needed
The fair is one of the integrated communications tools that combine marketing, advertising and pr-activities. Working at a fair allows the seller to quickly establish trust with buyers. Direct contact with the product gives the visitor the opportunity to see it in action and get all the necessary clarifications if questions arise.
During the fair, the seller receives additional resources to promote his goods: seminars, sweepstakes in competitions, dissemination of information about the goods and services provided.
The main goals for participating in the fair can be:
• Promotion of goods and services of the organization;
• Conclusion of profitable contracts;
• Strengthening the business image;
• Increasing the competitiveness of products, services provided and the organization as a whole.
How to become a participant of the fair
First of all, it is necessary to decide why this participation is needed. To do this, you need to define a goal.
Further, the fair is selected on the basis of the similarity of the subject matter with the area in which the organization operates, as well as the presence of certain types of target audiences at it.
After determining the format of the fair, a search is made on the Internet for events that should take place soon. The website should provide detailed instructions on how to register as a participant in the fair: what forms you need to fill out for this and what documents to present.
Upon successful registration, you can proceed to the preparatory stage. Taking into account the scale of the fair and the number of planned visitors, it is necessary to determine the amount of goods for sale. In parallel, the selection and training of personnel is being carried out. These can be both employees of the participating organization and temporarily hired people. Future sales consultants must have good communication skills, learn quickly and clearly remember the necessary information.
On the other hand, attention should be paid to the informational part: to develop and conduct an advertising campaign, prepare printed materials, including press releases, catalogs, information and price lists.
Information about the fair is disseminated according to its goals and the selected target audience, whose presence is to be expected. Typically, this advertising campaign includes personalized invitations, direct mail and advertisements.
