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Fairs and Exhibitions

Trade fairs and exhibitions are held over all over the world. Firms and companies are always eager to participate in them because they attract thousands of visitors, including many potential buyers. You will find no better chance to advertise your goods and make contracts and agreements with future customers. It is also a unique chance to establish new markets because nothing else makes your products or services better known outside your region or country. In this respect, international fairs and exhibitions are especially important, though domestic ones are also very advantageous. There are many advantages of fairs and exhibitions – making transactions, getting new orders, making contracts and agreements, advertising your products, contacting potential customers, expanding your market and opening up new ones. These advantages are not limited to the time an exhibition or a fair is being held, but continue on as inquiries are received concerning your goods and offers are made for the products in which your contracts were interested.

There is a difference between an exhibition and a fair. At a fair you do not only exhibit your goods but also may sell on the spot. At an exhibition you usually only exhibit, without selling directly – though every exhibition has a commercial center where one can make contracts and agreements for future supplies.

It is usually quite expensive to participate in a fair or an exhibition. The participation fee is often quite high. Next, you pay for the exhibition space – the greater the space is the more you pay. Then, you should prepare that space to exhibit your goods or services. That means installing a stand or a booth, which may cost quite a lot. Another expense is the booklets or brochures placed in your booth and bulletin boards, advertising or giving information about your company and its products. Firms and companies try to make their own presentations during fairs and exhibitions, and often organize receptions. These presentations and receptions provide opportunities to contact potential customers, advertise the products, and greatly stimulate contracts. But they are expensive. Therefore, nor every company can afford to take part in the most expensive great international exhibitions or fairs. Smaller organizations tend to limit themselves to local events of this kind that are much cheaper. However, international or country – wide exhibitions and fairs provide much cheaper opportunities.

Some fairs and exhibitions are traditional and are held annually. These have special centers built for item, designed just for that exhibition or fair. A good example is HELEXPO, the international exhibition in Thessaloniki, Greece. It was founded in 1926, and is now held during the first fortnight in September. The fair premises and buildings occupy a great area in the very center of the city.

There are also fairs and exhibitions organized periodically, which are devoted to achievements in a certain branch of economy. These are usually named accordingly, as are “International Tourism – 2008” and “Electronics –09”.

2. Comprehention check up. Summarize the information in the text:

a) the advantages of participating in fairs and exhibitions;

b) the cost of participating in fairs and exhibitions;

c) the difference between annual and periodic fairs and exhibitions;

d) the difference between fairs and exhibitions.

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