The sales promotion effect of trade fairs and a case study

Nowadays due to, globalization, improvements in technology anddevelopments in communication sector, the competition has become fiercerand the companies are forced to efficiently use marketing tools in order tosurvive. Companies, which target costumer satisfaction in accordance withmodern marketing approach, are trying to reach their customers as fast andas effectively as they can. In this fierce competition era, reaching the targetmarkets in different parts of the world, reaching costumers and promoting theproducts which satisfy their needs, has become a vital issue for thecompanies. One of the best tools to reach this goal is trade fairs.Trade fairs are trade centers where one can find the latestdevelopments about new products, competition, the market and interact faceto face with its customers. Trade fairs represent an excellent method formarket research, product introduction, facilitating sales and establishingrelationship with customers, agents and distributors.The aim of this research is to find out the sales effect of trade fairs. Inthe first part of the research modern marketing approach, and basic conceptsabout the study is defined. In the second part, objectives for attending tradefairs, preparation for trade fairs, promotion activities before and during tradefairs and trade fair costs and incentives are explained.In the last part of the research, in order to find out the sales effect oftrade fairs, survey results obtained during and after ISK-SODEX Istanbul2004 International Fair (International Sanitary and HVAC Exhibition) arepresented.