Often for small and Medium Business Trade Show is the first step on the path to the top exports. Since the largest exhibitions of tradition present key buyers and press, the companies use them as a platform for showcase the latest products and services. Many companies regularly submit their products to those or other trade shows. Exhibitions are a neutral territory for business talks. Here gather heads of various departments of companies, buyers of products, which increases the probability of meeting the exhibitors with the leadership of companies and decision makers about the purchase. Participation in exhibitions is particularly important for companies who are looking for opportunities to sell in another country, because they can establish contacts with major distributors, build business relationships with them and identify the best way to market their goods in this country. Exhibitions are of great significance not only for reputable companies who wish to enhance their image and present new products, but also for new companies, which may simply have no other means to offer their goods target audience. To demonstrate the new goods and public statements show – it's the perfect place.
International exhibitions have numerous advantages, and international marketers prudent to take them into account when planning their advertising campaigns. The Company may conduct test sales and learn what will be the reaction of potential distributors before launching a new product to market. Potential distributors are participating in exhibitions for the same reasons: they can become acquainted with the products of the company and observe the market reaction to it.