A
company must have good reasons to exhibit, otherwise
it cannot plan a strategy that will benefit itself
or the exhibition. Therefore the first question it
must consider is whether or not it really does want
to exhibit. It is neither easy nor cheap to stage
a worthwhile and successful exhibition stand. As a
project, it can be a frustrating experience. Yet exhibitions
can be very rewarding when the planning and time spent
prove to be successful and trade buyers demonstrate
their approval by the enquiries they place with stand
staff. At a public show, orders are usually made directly
on the exhibition stand, and more immediate reaction
will be seen. Trade fair stand enquiries generally
require more time for processing and the results are
not so immediate.
