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Article: Connecting directly to your market: there is a new sense of purpose in the trade fair business, says Rey Chapman, and definite moves towards specialisation in this competitive and potentially very lucrative marketing arena.(Special Feature/Trade Fairs)
- Article from:
- NZ Business
- Article date:
- December 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Adrenalin Publishing Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Despite the economic trials and tribulations which have dogged the economies of the world for a couple of years now, trade fairs, appropriately selected and properly worked, are continuing to prove their worth as a stable marketing vehicle.
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At the same time, the compass of the trade fair genre has begun to change. There is a new sense of purpose in the trade fair business and definite moves toward specialisation. This is the new reality of participation in trade fairs.
The old way of trying to do business, hoping for the best and maybe finding a distributor, especially at the major events on the world calendar, is no ...