Top marketers in virtually every industry have known it for Years. The right exhibition is the only marketing medium that
• Brings your most active prospects and customers to you
• Allows you to demonstrate products. answer questions. Overcome objections and meet your market face-to-face
• Harnesses all five senses to drive home your messages
• Allows you to further virtually all of your marketing goals at the same time: from long-term brand building to immediate sales; from researching the market to generating media coverage; from launching new products to entertaining loyal customers; from educating prospects to collecting high-quality leads.

These-are just a few of the things that exhibitions, and only exhibitions, bring to your marketing efforts in a measurably Cost-effective way.
Of course, exhibitions are only part of the entire marketing mix. But as more and more marketers are learning each year (and as an ever-increasing body of research supports), they're the most Effective part.
'Is face-to-face marketing important?
When asked what Exhibitions do better than any other medium, This is what most marketers came up with:
• Face-to-face Communication
• Interaction with people
• Meeting pre-qualified prospects
• Demonstrating products
• Direct communications
• High-quality communications
(SOURCE: BENCHMARK RESEARCH 1999)
Exhibitions are effective for:
• Personal selling to potential buyers
• Building prospects database
• Building relationships with existing customers
• Educating the market
• Generating sales leads
• Demonstrating products or services
• Generating media exposure
• Buildinig brand awareness
• Launching new products
• Positioning company as market leader
(SOURCE: BENCHMARK RESEARCH 1999)
80% of trade show visitors are personally involved in buying the products or services on show. And 29% never see sales reps other than at exhibitions

(SOURCE: AEO EXHIBITION EFFECTIVENESS RESEARCH .MULTI-SHOW STUDY 1999)
So, it is truly whether you sell industrial power plants or sticky puddings, the better you know your customer and the better your customer knows you-the more likely you are to make the first sale and the increasingly profitable sales that follows.

If you had to design from the ground up a marketing medium that is perfectly suited to this kind of relationship building and customer retention, it would probably look remarkably like EXHIBITIONS, the most direct form of direct marketing ever.