Trade fairs are privileged forums for discussion, promotion and innovation, involving trade associations, research institutions, technological centres, the specialised press and the general press.
The focus on well-defined market targets and the excellent benefit-cost offered by trade fairs are the features that have contributed the most towards their sucess. These qualities are particularly important for small and medium size companies, typically with insuficient resources to carry out a traditional-style promotional campaign, and who find the great trade fairs to be the beast means of penetrating foreign markets.
For about the same price tag as small advertising campaign, it becomes possible to increase the sales volume considerably,at a reduced cost per contact made. As recent studies have shown, this cost amounts to two or three times less than the traditional visits by salesmen to clients. Moreover, 54% of contacts established at fairs develop into actual sales.
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