A strategic tool
Trade fairs and exhibitions are the natural place in which offer and demand in each sector can get together. It is a key moment for each market because, moving beyond the business transactions that actually take place there, they make it possible to "get a feel" for trends, to analyse expectations, test products, compare the offer, in short to gain an understanding of the market.

Just as much as a means to increase their market share, exhibitions are nowadays more and more considered by companies as a strategic tool.

Tom BEYER, UFI President, highlights the tradeshow sector’s unique marketing value when he states:
“ As today’s society assimilates hi-tech communications tools in their everyday activities, the unique personal contact opportunities provided through exhibitions are increasingly appreciated. No other media puts buyers and sellers together in a one-on-one environment the way we do. No other media fosters human interaction calling on the five senses in a focused market environment. There is no other media which can provide value-added benefits comparable to the exhibition industry.”