Big players from any industry spend a major chunk of their revenues in brand promotion and advertising through different mediums, with the aim to make inroads into the minds of the consumers, build brand and to increase their market share. Today every business is fighting a fierce battle to get to that top spot in any product category and regularly advertise / promote the 'uniqueness' of their product. Why I say fierce battle is because companies are going to any extent to beat their competitor. In the past, we have seen several spoof ads commenting on the weakness or strengths their competitors products. Recent in the list to rake up some controversy - is the case of UB group spoof ad against McDowell.

As it is only the "firsts" who stay for a long time in the memory of consumers, companies are launching new range of products or services, proclaiming to be the first one to do so. Anyhow, the big industry players can afford to spend millions on advertising and promotion. But small and medium enterprises (SMEs) who play an important role in the economic growth of any country are finding it difficult to compete with big companies, when it comes to advertising and promotion.

In this scenario, participation at trade shows and advertising on B2B portals come to the rescue and provide the ideal solution in terms of promotion for SMEs, These two methods are not only cost-effective, but also help in building new business relationships, enter new markets and give maximum product visibility at the global level.

Having said that, before participating in any trade show, the company must have a clear cut objective about its participation. It should do some initial research before it jumps into foray with full willingness. Knowing about its target audience, how much budget it should keep aside for its participation and what it wishes to achieve from participating at the trade show - these are areas which require intensive delving.



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