Fairs are essential parts of marketing efforts in many type businesses ranging from multinational companies to small family businesses. Companies use these fairs as an opportunity to meet existing and potential companies for face-to-face meetings while developing new businesses. Particularly fairs aiming at food sectors host many innovations and visual feast. Paul Woodward, the General Manager of the Global Association of the Exhibition Industry (UFI) explains the importance of exhibitions as follows: “Even in the age of exciting multichannel marketing and internet-based communication age, the need for personal interaction has never been so important.”
Exhibitions serve as an influential platform for companies, professionals and industry experts to come together, share information and build long-lasting business relationships. In established economies, exhibitions are a vital part of product marketing, along with direct selling, advertising, direct mail and the internet. In new and emerging markets, they serve as a major stimulus for industrial and commercial development.
Expanding markets and globalization have made exhibitions as an inevitable part of marketing and promotions. Exhibitions offer a splendid showcase and opportunities unavailable to other marketing media. Exhibitions are an opportunity for a large numbers of buyers and sellers in an industry to come into direct contact with each other – at the same time. Exhibitions offer an unparalleled and ideal opportunity to showcase products and services to a highly targeted audience.
Exhibitions are a pro-active platform for buyers. They can examine and discuss products of their interest, and also compare one product with other company’s products, and return again for further examination- all within a short space of time. Product research is another dimension, which can be explored by the likely buyers. Expert views on new developments and ideas for improving existing products are invaluable. Suppliers can prominently display their products, which attracts visitors, buyers as well as the press. New products can easily be launched and the feasibility of a new product can be put to test at exhibitions. If the product does not appeal to the specialized trade audience at an exhibition, this will very soon become apparent. Exhibitions are one of the most effective mediums for establishing and maintaining customer relations.
Exhibitions provide the opportunity, to both buyers and sellers, to update their knowledge about the other. People new to an industry often use exhibitions to familiarize themselves with other companies and their products. Exhibitions provide face-to-face customer contact, which is the best way to build on relationships and form new ones with potential customers.
Fairs are essential parts of marketing efforts in many type businesses ranging from multinational companies to small family companies. Companies use these fairs as an opportunity to meet existing and potential companies for face-to-face meetings while developing new businesses. Paul Woodward, the General Manager of the Global Association of the Exhibition Industry (UFI) – an umbrella organization of exhibition industry, prominent national and international fair unions, fair organizers, and owners of fairgrounds – explains the importance of exhibitions for companies as the following way: “Even in the age of exciting multichannel marketing and internet-based communication age, the need for personal interaction has never been so important. There is an important value to meet existing and potential customers, to make this business between ‘real people,’ and to base this on trust.”
There are many fairs for the sector in Turkey. Organizations like the International Trade Fair For Bakery, Patisserie Machinery, Ice Cream, Chocolate, and Technologies (IBATECH), the International Flour, Feed, Semolina, Rice, Corn, Bulghur Milling Machinery Pulse, Pasta, Biscuit Technologies Exhibition (IDMA), the International Food Products and Technologies Exhibition (WorldFood), and CNR Food Istanbul Fair (CNR Food) contribute to the development of the sector. Additionally, there are regional fairs, too. Important exhibitions take place in Ankara, Izmir, Adana, Konya, and Gaziantep.