In today’s world, the developments in all sectors and new formations taking place in the market have created an environment where a dense competition takes place. Today, just producing qualified products and releasing it to the market are not enough for success or sales. Because in today’s conditions, the consumers may encounter the same product with different prices and shapes and also have the opportunity to select from a few alternatives of the product or service they need.
In the 21st century, there is a dense competition in the whole market and in this competitive environment the power of leadership arousing from the production is replaced by a leadership arousing from the success of marketing and advertising works. Because the fastest, most qualified and lowest cost production method created by a company thanks to the reasons such as the globalization process, fast developments in the information and communication technologies, the wide production opportunities creates a production standard for other companies in a short time; and the difference between companies in terms of production & service quality starts to fade.
In a period when these development and changes are experiences; the companies which can create a different place and value in the minds of consumers can protect their market
share and can make a progress. At this point, the marketing and advertising activities carried out by the companies have an important role. In such a market environment; attendance
to commercial expertise exhibitions provides important advantages and supports the companies for cooperating their marketing and advertising activities together.
Commercial expertise exhibition is a market where product and service manufacturers & consumers meet in a specific time and place. The exhibition’s having a specific subject gives the participant companies an opportunity to catch the “related demand” in the shortest time and in the most efficient way. Thus, it gives the companies the opportunity to acquire important advantages both in sales and advertisement. In this respect, the exhibitions have advertising scope; mediate for the sales graphics of the participants to increase together with their marketing relations.
Today; one of the most important problems that many companies active in different sectors encounter is that the physical distance between the producers and consumers has increased
and these two groups can have limited communication with each other.
Under these circumstances, within the competitive conditions that gradually harden; the companies try both to develop new and qualified technologies and to follow their competitors and also to reach their current and potential customers, try to identify these customers’ demands and expectations and therefore have difficulties in achieving these.
Due to the spatial and temporal distance between them, the companies carry out these activities by methods such as market analysis, market researches that identify consumer demands,
advertisement activity measuring researches and thus do not have a physical contact with the customer.
By attending the commercial expertise exhibitions, the companies cannot only meet their current customers and enhance their business but also can have the opportunity to encounter with potential customers that have the chance to create a connection for business in future.
The expertise exhibitions bring various companies belonging to the sector for which the exhibition is organized together in the exhibition area and provide the opportunity for
these companies to share their information regarding the future and to build business partnerships.
Potential customers that want to purchase the products and services belonging to the sector in the expertise exhibitions come to the exhibition area for this purpose, on their own and the companies benefit from the expertise exhibitions’ characteristic of “being able to draw the attention of related customer”. As the people who attend the exhibition as visitors want to be informed about the sector, the subjects they are interested in and the services and products shown in the exhibition and as they have the potential to create a business relation in the end; this becomes a huge ease for the participant companies.