1. COMMERCIAL EFFICIENCY: Trade fairs are at the second place in the ranking of efficiency in the sales process, just behind the sales force (according to the the US Center for Exhibition Industry Research - CEIR. in 1998). Fairs, thanks to their differentiating features, become a marketing tool which accelerates the sales process.
2. COST SAVING: Participation in fairs brings substantial savings because of two reasons: The concentration of buyers and suppliers in one place. It allows many marketing actions: sales force, advertising, promotion, Public Relations and Market Research.
3. SOURCE OF INFORMATION: According to a study of Simmons Market Research Bureau (1997), the fairs are the most effective source to gather information: Trade fairs provide a bidirectional information flow (supplier-client and vice versa). The fairs become the appropriate forum to discuss problems and analyze new trends with other professionals of the sector.