Participation at trade fairs
Participation at trade shows is often considered an important ingredient in a company's marketing mix. Trade shows bring together producers, exporters, importers and the public, and a number of other stakeholders. From the perspective of an African producer and exporter, benefits of trade shows could include the platform to acquire new customers, publicizing the product or brand, launching new products, demonstrating and promoting products, building and enhancing the company's image, increasing media interest, finding local sales representatives and even end-buyers, and even selling products by concluding commercial deals.
Trade shows also assist producers and exporters to obtain a better understanding on local tastes and requirements, to learn more about competing products and to build relationships.