Exhibitors can be rational, emotional or mature. A mature exhibitor is one who really appreciates the value of an exhibition and knows how to establish harmonious cooperative relations with exhibition organizers. Furthermore, a mature exhibitor knows that the promise of an exhibition deserves his trust and he will cherish the selected exhibition as if it were priceless.
Every mature exhibitor knows that such marketing objectives as attracting new clients, finding potential clients and saving money and time can be more easily achieved by attending exhibition than by other marketing tools, such as advertisement. Therefore, exhibition is considered as the best marketing tool. Many exhibitors consider attending famous exhibition as an important marketing strategy; therefore they will work out a plan of attending exhibitions one year ahead of schedule. However, not all enterprises know how to use this marketing tool with high degrees of professional proficiency.
There are all kinds of exhibitions everyday, but which kind is your first choice? Why are you going to attend these exhibitions? You receive countless invitation letters from different exhibitions, but which one is worth attending? A research shows that a mature exhibitor has a precise orientation in his mind: the ultimate objective of attending an exhibition is to sell products. But there can be many different aims. The aim of enterprises attending exhibition falls into the following categories: to introduce new products, to publicize, to sell and so on.
A famous research agency in Germany once carried out an investigation at a mechanical engineering equipment exhibition which is the biggest in scale among its kind. And it turned out that among all the purposes of attending an exhibition, aiming to publicize enterprises takes a percentage of 85%, to contact with existing clients and get to know new clients 70%, to publicize product market share 63%, to introduce new product 60%, to exchange information 50%, to find out clients’ demand 50%, to influence clients’ decision-making 33% and to sign sales contract only 29%.
While bearing in mind that the ultimate objective is to sell products and increase market shares, a mature exhibitor knows even more clearly that the power of an enterprise as an organization is stronger than that of any product.
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