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216Sales Promotion And PublicityTrade shows strengthen customer relationships: current customers also attend trade shows, thus
providing an excellent opportunity for current customers to meet upper-level executives and offer input
regarding company policies, strategies and other decisions that affect customers. Personal relationships
can also begin between top executives and key customers through meeting at trade shows.
Customers also want to see product demonstrations. New products often make their first appearance at
trade shows. Customers, who were not part of the product development process, or have not seen the
final product, will want to view these at shows. Many companies also host customer appreciation events
at trade shows in such a memorable occasions, thus providing wonderful opportunities to strengthen
customer relationships.
Building relationships with trade press: with new product introduction and other key announcements
headlining every trade show, the trade press is there in full force. In addition to hosting press conferences
for new product announcements, exhibit managers try to create opportunities for key executive and
marketing personnel to meet and build relationships with members of the trade press. Trade press
representatives are often included in special events organized for the trade show. They may also seek
interviews with executives concerning hot or important topics and current issues in the field. These, they
can get easily because top executives participate in the show. Trade shows provide an important venue
for building and strengthening relationships with the media.