Corporate South Africa largely sees trade exhibitions as a necessary evil, rather than a viable and productive marketing tool that can be used to achieve annual sales objectives. The surprising facts are:
In view of the above, it is a credit to the medium of trade exhibitions that they have shown spectacular growth in South Africa.
The ‘information age' is over and the ‘experiential age' has arrived as consumers are swamped with marketing messages they no longer trust; they would rather experience the product for themselves. Exhibitions have always out-performed the other marketing media because products can be demonstrated, touched, tried, tasted and tested.