Functions of modern trade fairs

The most direct marketing instrument available, yet the trade fair is more than just a marketing tool, however.

THE STRENGTH OF TRADE FAIRS LIES IN ITS INTERACTIVE CHARACTER

Modern trade fairs are multifunctional and allow both exhibitors and visitors to realise many objectives at one time and in one place.

Trade fairs are places where the following functions are implemented:

direct sales to potential clients
strengthen relations with clients
procure new clients
compiling databases of potential clients
strengthening links with current clients
educating the market through the five senses
get educated by the market gathering information, market research, feedback, collecting high-quality information ("tips")
demonstrating products and services
generating media interest and building brand name awareness
launching new products on the market, demonstrate and promote products
positioning the company as a market leader

Additionally, the fair is a perfect place for:

finding new ideas, innovation opportunities
finding out about client expectations, demands
getting on-the-spot feedback about the company's products
recruiting local agents and product distributors
product presentations addressed to the five senses

Fishing and Hunting

F&H – Fishing and Hunting

FeHoVa2016 3

We love and respect sports – even if my grandson said: “I prefer watch soccer on TV, it is not as tiresome as playing it.”

Fishing and Hunting Trade Fairs are becoming very popular. One may say, because we love to be outdoors. Or we can say that Fishing & Hunting are great sports – but ask the rabbit!

F&H trade fairs are often held together and though being patient is common requirement, yet I noticed major differences among the typical visitors. Anglers are more reserved - fishing is a lone fight – just me and the fish – while hunting needs an accord of team. A joint, common experience for hunters – at fairs they are jolly, loud, noisy – and happy together.

Therefore one can feel somewhat different atmosphere at the different areas of the booths if a joint fair is held. Hunters are ready to go a long way (to the fairs) to be together – while fishing fairs are much more often brought closer georaphically to the anglers – sometimes they are cloned and/or re-branded.

Did you see the latest ones? Season is just coming for that!

Károly Nagy

The Y generation

A couple of years ago I was at may if public fairs will have anything to do with traditional trade fair industry. We are exposed – and extremely so is the Y generation – to changing/new sales and marketing patterns, globalization of consumerism, and mostly, to digital world. Now I see it was a doomed vision: and surprisingly the digital world helps us a lot to restore the confidence that live events (or whatever we call today’s face-to-face) are much more attractive to the Y generation than I ever expected. Consider the growing success of GamesCon, and respectively Game Arena, Pyrkon, Majáles, PlayIT, GAMEon, Drone and Robotics etc - also in Central Europe.

Content is the king!

Recently CENTREX Union held a communication seminar where one of the focused topics was Content.

Of course, the 5Ws were also emphasized: and it starts with What.

Remarkable rebounce - Covid freak receding, exhibition mood rebounce

As a reconfirmation of the role in the society the trade fair centers and companies since long claim – the communities, local, regional and central authorities now realized this and highly appreciated. Not just the very existence of the facilities (temporary medical and storage, logistics centers) but increasingly availed with the organising capabilities, service experience the trade fair organisations could put at disposal – during and after the Covid period. And this trust and appreciation seems to last into the future.

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