Customers are the top priority for all successful organizations in the corporate culture. And exhibitions are one of the most productive tools for creating and sustaining strong customer relations with the organization as well as the brand. There are many advantages, which are strong justifications for using exhibitions as a promotional tool for communicating to the target market.One of them is the crisp and definite focus in terms of the target market that leaves no chance of wasting time on irrelevant people who are not part of the target market. Secondly, the flexible nature of exhibitions make it a very attractive tool as it can accomplish an eclectic range of marketing and sales objectives from launching new products, building customer relations to creating brand image and consolidating customer contacts. Another advantage of exhibitions is, it is a two-way communication process where interaction between the buyer and seller is allowed in contrast to other promotional tools such as advertising and direct mail. Other plus points of conducting exhibitions are inclusive of providing a neutral market environment, a three dimensional media and a faster market penetration rate.
