Trade fairs as a promotional tool: Factors affecting companies' trade fair performance

In today's world where we witness rapid changes in every field, economic life as well as social life has changed and continues to change. In a globalized world, the impact of these changes continues in all spheres of life, from the way of doing business through intercultural interaction and cross-country dialogue to the understanding of trade. Biggest mistake that companies make internationally is determining the product, price, distribution and promotion activities according to local needs. Companies that want to be internationalized need to analyze their target countries needs and consumption understanding of the people living in these countries very well. Companies that set the srategy according to the local needs go into search to find partner for cooperation. At this point trade fairs known as promotional tool is the most important activities for companies. Companies' first step is making organization perfect after choosing the correct trade fair that ensure the meeting with target customer. The benefits of the fair should be measured during and after the fair, and the cost and return to the company should be compared. Thus, it is possible for companies to participate in fairs that are meaningful to them in line with their strategies. The aim of this study is to explain the importance of fairs as an international promotion mix and to show the effects of the activities performed in the fair processes on the fair performance. For this purpose, the data collected from 103 companies which states that they attend trade fair regularly by survey method. Regression analysis was used to analyze collected data. Findings indicate that pre, process and post company's trade fair performance. Keywords: Trade Fair, International Marketing, Promotion, Trade Fair Performance