In the 21st\ncentury, there is a dense competition in the whole market and in this\ncompetitive environment the power of leadership arousing from the production is\nreplaced by a leadership arousing from the success of marketing and advertising\nworks. Because the fastest, most qualified and lowest cost production method\ncreated by a company thanks to the reasons such as the globalization process,\nfast developments in the information and communication technologies, the wide\nproduction opportunities creates a production standard for other companies in a\nshort time; and the difference between companies in terms of production &\nservice quality starts to fade.<\/p>\n\n\n\n
In a period when\nthese development and changes are experiences; the companies which can create a\ndifferent place and value in the minds of consumers can protect their market\nshare and can make a progress. At this point, the marketing and advertising\nactivities carried out by the companies have an important role. In such a\nmarket environment; attendance to commercial expertise exhibitions provides\nimportant advantages and supports the companies for cooperating their marketing\nand advertising activities together.<\/p>\n\n\n\n
Commercial\nexpertise exhibition is a market where product and service manufacturers &\nconsumers meet in a specific time and place. The exhibition\u2019s having a specific\nsubject gives the participant companies an opportunity to catch the \u201crelated\ndemand\u201d in the shortest time and in the most efficient way. Thus, it gives the\ncompanies the opportunity to acquire important advantages both in sales and\nadvertisement. In this respect, the exhibitions have advertising scope; mediate\nfor the sales graphics of the participants to increase together with their\nmarketing relations.<\/p>\n\n\n\n
Today; one of\nthe most important problems that many companies active in different sectors\nencounter is that the physical distance between the producers and consumers has\nincreased and these two groups can have limited communication with each other.<\/p>\n\n\n\n
Under these\ncircumstances, within the competitive conditions that gradually harden; the\ncompanies try both to develop new and qualified technologies and to follow\ntheir competitors and also to reach their current and potential customers, try\nto identify these customers\u2019 demands and expectations and therefore have\ndifficulties in achieving these.<\/p>\n\n\n\n
Due to the\nspatial and temporal distance between them, the companies carry out these\nactivities by methods such as market analysis, market researches that identify\nconsumer demands, advertisement activity measuring researches and thus do not\nhave a physical contact with the customer.<\/p>\n\n\n\n
When we look at\nthis issue from this perspective, the importance of the commercial expertise\nexhibitions for the companies can be clearly seen. Because commercial expertise\nexhibitions are one of the rare activities that can bring producer and\nconsumers together in today\u2019s market circumstances, involve the purchaser and\nsales person together and create a mutual and face-to-face relation between\nthese groups. Thanks to expertise exhibitions; the participant companies can\ncommunicate with their customers that they work with, have the opportunity to\nlearn the customers\u2019 thoughts about their companies and their products in the\nfirst place and can perform their advertising activities directly on their\ncustomers without the intervention of any person or mass medium.<\/p>\n\n\n\n
By exclusive\ntreatment such as the hospitality shown to the customers that is a key\ncomponent for the participant company in the exhibition area, taking close\ninterest with these people throughout the exhibition and reserving special\nrooms in hotels for these people, mutual meetings, the transportation of these\ncustomers to the exhibition area and taking care of their special needs; an important\nprogress is made for strengthening the current relations.<\/p>\n\n\n\n
Besides its\nbenefits for existing relations, the expertise exhibitions have an importance\nfor encountering new faces. The expertise exhibitions should be regarded as a\nrare opportunity to draw the visitors that have a high level of interest to the\ncompany\u2019s stand.<\/p>\n\n\n\n
By attending the\ncommercial expertise exhibitions, the companies cannot only meet their current\ncustomers and enhance their business but also can have the opportunity to\nencounter with potential customers that have the chance to create a connection\nfor business in future.<\/p>\n\n\n\n
The expertise\nexhibitions bring various companies belonging to the sector for which the\nexhibition is organized together in the exhibition area and provide the opportunity\nfor these companies to share their information regarding the future and to\nbuild business partnerships.<\/p>\n\n\n\n
Besides\nproviding the opportunity to communicate with other companies in the sector; in\nthe expertise exhibitions, there are professional visitors that work or want to\nwork with that sector and the participant exhibitions have the opportunity to\nperform the advertisements of their products and services directly to these\npeople.<\/p>\n\n\n\n
Potential\ncustomers that want to purchase the products and services belonging to the\nsector in the expertise exhibitions come to the exhibition area for this\npurpose, on their own and the companies benefit from the expertise exhibitions\u2019\ncharacteristic of \u201cbeing able to draw the attention of related customer\u201d. As\nthe people who attend the exhibition as visitors want to be informed about the\nsector, the subjects they are interested in and the services and products shown\nin the exhibition and as they have the potential to create a business relation\nin the end; this becomes a huge ease for the participant companies.<\/p>\n\n\n\n
The studies\nperformed on the exhibitions show that the expertise exhibitions provide\nimportant opportunities for performing marketing researches. For example; if a\nparticipant company thinks about releasing a product or service to the market,\nthey can develop an idea on issues such as pricing and distribution by\nperforming a research on the visitors of the expertise exhibition, and also can\ncollect information on basic features and benefits, quality standards the product\nshould have.<\/p>\n\n\n\n
Another reason\nthat the exhibition organizations have become a study that is important for the\nparticipant companies is that this kind of organizations brings several\ncompanies together; thus the companies have the opportunity to \u201cwatch their\nrivals\u201d. In the expertise exhibitions; the companies have a stand in the same\narea with many of their rivals from the sector, sometimes even in front of or\nnext to their rivals. So they get the chance to observe their rivals. Thus they\ncan perform very important researches for collecting information on the sector\nsuch as observing the current status of the rival, following the relations\nbetween the rival companies and the customers, their attitude towards customers\nand their working methods.<\/p>\n\n\n\n
At the same time,\nthe expertise exhibitions have an importance in terms of observing the\ncustomers of the rival, reaching said customers for various marketing and\nadvertisement activities performed during exhibition, being the organization\nthat provides the chance to communicate with these customers.<\/p>\n\n\n\n
The participant\ncompanies can have a more successful place than their rivals thanks to\nwell-educated stand personnel, active and successful before & after\nexhibition advertising works, supportive activities, remarkable exhibition\ndesign and carefully managed after-exhibition studies.<\/p>\n\n\n\n
Also, as the\nvisitors have the opportunity to compare the participant firms on the\nexhibition area; there is an important opportunity to highlight the products\u2019\nsuperiority in terms of price, quality and service. There is not another\nplatform where gathering information on the pricing and marketing strategies of\nthe rivals on their new products, listening to and observing the rivals can be\nperformed so easily.<\/p>\n\n\n\n
The companies\nattending exhibition organizations lease booths in order to promote their\nproducts and services, and organize all of their activities and studies from\nhere.<\/p>\n\n\n\n
These booths\nleased by the companies are similar to or in other words a small scale copy of\nthe companies\u2019 working areas. The participant companies decorate their booths\naccording to their demands and create a layout for the booth.<\/p>\n\n\n\n
Other\npromotional materials such as furniture, decoration materials, colors, posters,\nbrochures used in this layout contribute to the advertisement of the company.<\/p>\n\n\n\n
While the participant companies decorate the booths\nthey lease in the exhibitions organizations they attend; if they can combine\nand use:<\/strong><\/p>\n\n\n\n While companies\norganize a booth in the exhibition area:<\/p>\n\n\n\n As we mentioned\nat the beginning of this topic; the exhibition organizations give the companies\nthe opportunity to perform face-to-face promotions. However, the opportunity\nprovided to the participant companies by the exhibition should not be limited\nto face-to-face promotions.<\/p>\n\n\n\n Today,\nexhibition organizations and the activities performed here are newsworthy and\ndraw the interest of media organizations. Thus several press organizations\nconcentrate on the exhibition area during the exhibition and they give place to\nnews about the exhibition in their publications. If the participant companies\nperform successful shows, interesting promotional activities in their booths\nthey have the opportunity to take place in the media as news and thus to perform\ntheir advertisement in this way.<\/p>\n\n\n\n Except the\nscientific promotional activities performed by participant companies; the\nagency or company organizing the exhibition performs several advertising\nactivities. In order to draw visitors to the exhibition area, the organizing\nfirms carry out advertising activities such as advertising in magazines,\nnewspapers and televisions, sending invitations to the people and institutions\nin the sector, publishing adverts and news about the exhibition in sector\npublications, giving information about the exhibition organization by\nbenefiting from alternative advertising ways; thus they support the promotional\nactivities of the participating companies and contribute to the creation of a\nsynergic environment.<\/p>\n\n\n\n In a short and long term company planning concept, attending to an\nexhibition helps the company to make a decision about the future of the company\nin said market. Besides its benefits that we listed above, exhibition organizations <\/strong>can create important\nresults and acquisitions for the companies in several points such as:<\/strong><\/p>\n\n\n\n As it is seen\nclearly, the exhibitions which appear as one of the most effective marketing\nrelations tools in competitive market economies have become one of the most\nfertile ways of:<\/p>\n\n\n\n It is a widely\nknown fact accepted by all authorities that the companies should benefit from\nexhibitions together with other marketing and marketing relations activities\nfor preserving or developing their current status in the market and especially\nthe expertise exhibitions will continue to be one of the most important\nmarketing relations activities that the companies perform in the following\nyears.<\/p>\n\n\n\n Although\neconomic crisis is encountered in various areas of the world and accordingly\nthe sector has regressed recently; the study performed by AUMA for 2003-2004\nperiod gives hope for the future in the exhibition sector. The research was\nperformed on 500 German exhibition participants in September 2002 by Emnid\nInstitute and the participants were asked about their expectations for the next\n2 years.<\/p>\n\n\n\n It was\ndesignated that average annual exhibition budget of the German exhibition\nparticipants was 299.000 Euro and the budget had increased by 3% when compared\nto the previous year, thus this result was evaluated as an encouraging finding.\nWhen the value of this budget is compared to the values that the companies\nreserve for other promoting areas, the importance given for the exhibition\nbudget can be clearly seen. No increase of this percent is observed in the\nbudgets reserved for other areas (printed and visual media etc.).<\/p>\n\n\n\n Its Importance as a Mass Medium<\/strong><\/p>\n\n\n\n The exhibitions\nrepresenting a beautiful product of a huge development in the organization,\ncoordination and execution understanding of modern community life continuously\ndevelop and change in proportion to the life that continuously changes and\ndevelops.<\/p>\n\n\n\n In the direction\nof this development, the exhibitions make the world countries know each other\nin terms of:<\/p>\n\n\n\n The companies\nthat produce a product or a service need to sell said product or service and\nmake profit in order to carry on its life. In today\u2019s conditions, in order to\nsell the product or services to the related customer groups, it is needed to\nperform the advertisement of them in an efficient way and reach national and\ninternational markets in this way first of all. At this point, the importance\nand necessity of advertisement, public relations and promotional activities\nemerge.<\/p>\n\n\n\n The exhibition\norganizations have become one of the modern communication tools like\nadvertisement, public relations today and they have made a huge progress on\ngiving information to the target audience about the company and company\u2019s marketing\ncomponents, making the advertisement and strengthening company\u2019s image. While\nmanaging this, it also benefits from applications such as advertisement,\npromotion and public relations.<\/p>\n\n\n\n Its Importance In Terms Of Socio-Cultural Environment\nIt Creates Where It Takes Place<\/strong><\/p>\n\n\n\n The exhibition\norganizations create positive results not only for the organizing firms or\nparticipant companies but also for the city, area even for the country they are\nheld in.<\/p>\n\n\n\n Since the years\nwhen they were first organized, the exhibition organizations contributed highly\nto the socio-cultural development of the local people.<\/p>\n\n\n\n The exhibitions gain importance for bringing people\nfrom:<\/strong><\/p>\n\n\n\n In today\u2019s\nworld, the exhibition organizations seriously freshen up the areas where they\nare held. Throughout the exhibition period, thanks to the participants and\nvisitors coming from other cities and countries for visiting the exhibition,\nthere is a short-term commercial dynamism and economy is seriously supported in\nthis period.<\/p>\n\n\n\n The obligation\nof meeting the basic needs of participant and visitors such as accommodation,\nfood & drink etc. in the area where the exhibition is held supports the\nincome of several enterprises in the area.<\/p>\n\n\n\n Also the local\ncommunity get the opportunity to attend the activities performed during the\nexhibition period, can attend social and cultural activities.<\/p>\n\n\n\n Its importance in terms of marketing<\/strong><\/p>\n\n\n\n In today\u2019s\nmarket, the behavior of the customer transformed into a highly variable and\ncomplex structure; promotion of a product or service has become as important as\nthat product\u2019s production. In such an environment, it becomes visible that\npromotion efforts made for said products should be made in a more careful,\nmeticulous and complex way. Because, under the current circumstances of the\nmarket, no matter how good and qualified product is produced by a company, if\nthe company does not succeed in promoting that product in a good and accurate\nway, it cannot succeed in the sector where it carries on its business.<\/p>\n\n\n\n At this point,\nthe integrated marketing communications that a company carries on have a huge\nimportance. Together with the application of communication technics and methods\napproached within the frame of integrated marketing communications, a single\nand strong image belonging to the company is created and a synergic effect is\nacquired.<\/p>\n\n\n\n As it is\nexplained in the previous chapters in detail, there are several different\ncommunication methods in integrated marketing communication approach. All these\nmethods have superiority and weaknesses over the others. However; as during\nintegrated marketing communications the focal point is promoting the product\nand\/or services and the company in the best way possible, all these\ncommunication methods should be used in a way that they can support each other.\nAt this point, commercial expertise exhibitions constitute a very important\npart of integrated marketing communications process and help the increase of\nother communication efforts\u2019 efficiency.<\/p>\n\n\n\n Because of the\nimportant features that differentiate commercial expertise exhibitions than the\nother communication efforts, the use of this tool provides greater acquisitions\nfor the corporations in terms of some dimensions than the other communication\nmethods. For example; as a result of a study that compares the costs of sales\noriented calls that provide a mutual communication with the customer like the\ncommercial expertise exhibitions \u2013even if it is not face-to-face \u2013 with the\ncosts of face-to-face interviews made in the exhibitions performed between\n1980-1984 and 1988 by Trade Show Bureau; it is clearly seen that the\nexhibitions provide huge advantages in terms of costs.<\/p>\n\n\n\n The results of said study are shown below:<\/p>\n\n\n\n As it is seen in\nthe graphic, while the costs of the calls increase continuously, the costs of\nthe interviews made in the exhibitions increase at first, but start to diminish\nlater. This cost difference arises from the fact that although there is a need\nof 3 or 4 calls for making a sale in the telephone calls, there is no\nadditional cost for huge numbers of interviews made in the exhibition booth.<\/p>\n\n\n\n Certainly, the\ncost advantage of the commercial expertise exhibitions is not the only reason\nthat they gained a huge importance in integrated marketing communication\nprocess. Commercial expertise exhibitions have different effects on all\ncomponents forming the integrated marketing communications. Because today\ncommercial expertise exhibitions are not simple concepts where a few products\nor services are sold, they have become an information and communication source.<\/p>\n\n\n\n When we first\napproach the issue from the point of product which is the first element of\nmarketing and integrated marketing communication, it is possible to say that\nthe attendance to the commercial expertise exhibitions provides a huge\nopportunity for testing the product mix and thus the product itself. With this\nfeature, commercial expertise exhibitions provide the opportunity both to\npromote the products and to observe directly what kind of messages said\nproducts give and how these messages are perceived by the consumers.<\/p>\n\n\n\n Commercial\nexpertise exhibitions are also effective as they are organizations that bring\nthe product range of the company and the professional visitors together.<\/p>\n\n\n\n With attendance\nto the exhibition organization, important opportunities appear for gaining\ninformation on:<\/p>\n\n\n\n By attending\ncommercial expertise exhibitions, it is possible for the company to review its\ncurrent price policy and define with a new approach.<\/p>\n\n\n\n Because the\ncompanies can encounter with differences and innovations that can affect their\ncurrent price policies and can create new opportunities for themselves in the\ncommercial expertise exhibitions.<\/p>\n\n\n\n The connections\nmade in the commercial expertise exhibitions can result in important steps such\nas quantity discounts, various special discounts, and difference in price\npolicy. Except these; again happening in the exhibition organizations, as\napplications unique to exhibition period such as changing payment terms, credit\nfacility; they give the companies the opportunity to make short-term changes\nwithout damaging price policy. As it can be seen from these examples, commercial\nexpertise exhibitions are effective on the decisions made on the prices just\nlike the product decisions. Different from the other communication efforts,\ncommercial expertise exhibitions create an effect on the whole process and thus\nbecome a more important marketing communication element day by day.<\/p>\n\n\n\n When we approach\nthe issue from the marketing mix and at the same time from distribution\nperspective which is another element of integrated marketing communication we\ncan say that attendance to commercial expertise exhibitions has a huge\nimportance for the distribution function of the companies; because, expertise\nexhibitions support issues such as supporting the distribution policies of the\ncompanies and expanding their distribution areas.<\/p>\n\n\n\n In commercial\nexpertise exhibitions, the participant companies meet new dealers and\ndistributors and networking with them.<\/p>\n\n\n\n As expertise\nexhibitions bring various foundations from a specific sector together, they\ngive the companies the opportunity to meet dealers and the producer companies\nwhich needs them from different area and distribution areas which cannot be\nreached by the participant companies on their own.<\/p>\n\n\n\n As it can be understood from the above mentioned facts; expertise exhibitions are primarily communication study on its own. But they are also hugely effective on product-price and distribution factors that constitute the foundation of the integrated marketing communication, contribute to gaining data and parallel to all these, help the promotion of said elements in the same way. Thus exhibitions play an important role in the operability of integrated marketing communications process. The point where attendance to commercial expertise exhibitions are found as a part of marketing and integrated marketing communications is shown in figure 3.2 below.<\/p>\n\n\n\n It\ndifferentiates in terms of finding proper solution and expansions for issues\nsuch as reconstructing the sales power of the company, finding new seller and\nsales representatives, searching for new partners for stocking and transportation\nand its importance in the process increases.<\/p>\n\n\n\n As it is seen,\nthe expertise exhibitions have a different set-up than other marketing\ncommunications elements and except promotional activities, the marketing mix\nhas an important effect on the other elements\u2019 functioning and according to the\nnecessities of the campaign carried out, the exhibitions have typical features\nunique to themselves.<\/p>\n\n\n\n Basically an expertise exhibition is founded on an area where there are thousands of purchasers which can easily increase the demand amount when they are drawn or directed to a booth and with this feature; it plays an important role in the sales process. A person in charge of the exhibition booth of the company can approach to 40-50 purchasers a day which is approximately ten times more than other sales activities. Thus, expertise exhibitions have an important place and importance in the process for providing a dense sales support and giving energy to the integrated marketing communication studies of a company in a specific period.<\/p>\n\n\n\n As it gives more\nopportunities to convey more messages in a single activity; it is applied more\nthan other several marketing communications elements and thus contributes to\nthe operability and awareness of said communication methods.<\/p>\n\n\n\n Commercial\nexpertise exhibitions add a substantial dimension to the image that is tried to\nbe created for the corporation by integrated marketing communication. Instead\nof creating an abstract effect as it is in a newspaper ad, advertisement\nbrochures or in other advertisement activities; in expertise exhibitions the\nproduct and\/or services are taken as a central element, the substantial\ndimension of the image is supported by displaying the machinery, technology and\nproduction systems of the company.<\/p>\n\n\n\n Thus, integrated\nmarketing communication brings continuity to the operability of the process;\nbecause, other communication methods used within the frame of integrated\nmarketing communication create an abstract image, the perspective of the\ncompany towards its customers is tried to be reflected by messages conveyed\nregarding the promises made by the company, product and services.<\/p>\n\n\n\n On the other\nhand, commercial expertise exhibitions present a one-to-one application of this\nperspective which is tried to be reflected and supports the other communication\nmethods with a substantial dimension. Thanks to this feature, the expertise\nexhibitions play an important role in leading the integrated marketing\ncommunication studies to the conclusion.<\/p>\n\n\n\n In a study\ncarried on in 1997-1999 by Erdos & Morgan Research Company, headquarters of\nwhich is in New York the place of exhibitions in all marketing tools was tried\nto be designated.<\/p>\n\n\n\n In parallel with\nthe developments all around the world, the exhibitions take the 3rd place after\nadvertising and sales development methods in marketing communication tools and\nin the last 2 years it has made a huge progress by rising from 5 to 3.\nExhibitions\u2019 making such a huge progress in such a short time like 2 years also\ngives hope for the future of the sector. According to research results, tools\npreferred by the companies are shown below.<\/p>\n\n\n\n One of the entities that bring commercial expertise exhibitions into the forefront in integrated marketing communications is that it plays an important role in company to company and company to customer marketing studies. In other words, commercial expertise exhibitions especially have a huge importance for business markets.<\/p>\n\n\n\n The difference\nbetween the buying behavior in consumer markers and the buying behavior in business\nmarkets starts to take shape. The current and potential costumer number in\nbusiness market is less than the number in the consumer market. Thus a closer\nrelation between the purchaser and seller emerges. However; as the orders made\nare much greater than the ones made in consumer market, the loss or gaining a\nsingle costumer has a huge impact. Also in business markets where company to\ncompany marketing is performed, the buying behavior has a more rational,\neconomic, objective, advantage and efficiency origin features.<\/p>\n\n\n\n In company to\ncompany marketing works, in order to continue the relation with current\ncustomers in a healthy way and to convey information to the potential customers\nabout the company; especially personal communication methods are used and it is\nimportant to make a one-to-one contact with the customer. At this point, in\nintegrated marketing communications works made in business markets, commercial\nexpertise exhibitions should be defined as personalized and interactive\ninterview and communication way.<\/p>\n\n\n\n The expertise\nexhibition is a communication way that provides the communication between the\nparties during company to company marketing studies and especially provides\nadvantages for creating an environment where the comparison between rivals can\nbe performed.<\/p>\n\n\n\n Besides the\nfeatures mentioned above, commercial expertise exhibitions have an integrated\nstructure in itself. The expertise exhibition brings several different\ncommunication method and techniques together within the same organization.<\/p>\n\n\n\n The companies\nattending expertise exhibitions benefit from the advertisement works; publish\ntheir ads about their attendance to the exhibition on newspaper, magazine, TV\nand outdoors for drawing current and potential customers\u2019 attention first of\nall. Again in order to reach professional visitors, they benefit from direct\nmailing, develop their press relations by organizing various press meetings and\ncocktails for promoting their attendance to the exhibition, as the activities\nthat the company performed on the exhibition organization take place in the\npress the public relations works are supported this way, the reinforcement of\nthe company\u2019s visual identity is made through elements such as the booth\nprepared in the exhibition area and its decoration, and the personal sales\nprocess is supported by customer interviews made in the exhibition.<\/p>\n\n\n\n In the case of\nshaping all of the studies mentioned within a proper planning and using them in\na supportive way; it is possible to gain synergic energy expected from integrated\nmarketing communication process.<\/p>\n\n\n\n As a result we\ncan say that commercial expertise exhibition is one of the most important\nelements that increases the efficiency of integrated marketing communication\nprocess and will be one of the most used communication ways by the companies in\nthe future.<\/p>\n\n\n\n Source: <\/strong> MEGEP PUBLIC RELATIONS\nAND ORGANIZATION SERVICES AREA \u2013 EXHIBITIONS (Ankara 2008)<\/p>\n","protected":false},"excerpt":{"rendered":" In today\u2019s 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\u2019s conditions, the consumers may encounter the same product …<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"\n![\"\"](\"https:\/\/www.noyafuar.com\/wp-content\/uploads\/2020\/01\/marmara-makale-fuarlarin-onemi-sekil-3-1-en.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/www.noyafuar.com\/wp-content\/uploads\/2020\/01\/marmara-makale-fuarlarin-onemi-sekil-3-2-en.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/www.noyafuar.com\/wp-content\/uploads\/2020\/01\/marmara-makale-fuarlarin-onemi-sekil-3-3-en.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/www.noyafuar.com\/wp-content\/uploads\/2020\/01\/marmara-makale-fuarlarin-onemi-sekil-3-4-en.png\")
<\/figure>\n\n\n\n