In order to make a strategic decision regarding trade fair participation a company must look at its marketing mix in terms of its products, pricing, communications and sales channels.
Trade fairs should not only be seen as an efficient communications and sales channel. They also influence product and pricing strategies, and as information technology evolves they naturally change too. The internet plays a major part here, providing access to information in any place and at any time. Thus, where capital goods are concerned, for instance, trade fairs have evolved from a large buyers’ event to places where information is exchanged and people engage in face-to-face meetings.