Exhibitions are the meeting points where the peak is shared for trade. Products and services for manufacturers and consumers come together in nature to carry a marketplace within a certain period of time and space.

Exhibitions which have a particular theme, enable participating companies produce significant gains in terms of presentation which is directly to the demand. Exhibitions provide significant benefits to the countries in terms of recognizing and developing solidarity state of the world trade, economic, social and cultural relations between each other. The companies having products and services have to sell them to survive and profit.

In the competitive environment, companies must follow the latest developments and act very dynamic, flexible, creative, harmonious. The ones which are cumbersome and slow have no chance to grow and survive. These companies should use some other factors as well as some marketing instruments effectively for success. That is one of the marketing tools, maybe the most important is a well-prepared exhibitions.

Nowadays, there is no any other marketing tool to fulfill the functions of specialized exhibitions. Because, well prepared, in other words both the organizers and participants of this tool to better and they are prepared using the exhibition an issue in all the four five-day period, and in particular a neutral field come together and it matters a great synergy to be created. Exhibitions, TV, press ads, direct and promotional efforts, such as the most important features distinguish from other marketing tools, all the senses, and similar products and services in the same environment can be compared is that it is collectively. Products or services can be seen by visitors, features, similar products or services can be seen from the difference and superiority.

Exhibition organizations also present advertising, public relations has become one of the contemporary communication facilities. Exhibitions, the company's target audience and provide information about the company's marketing mix, promotion, and to provide significant strides in strengthening the image library.

Exhibition visitors center and the majority of people coming from neighboring provinces creates a particular region or country and the product distribution network for companies that exhibition and sales development in terms of overall presentation is very useful. In addition, the companies entering to a new market are finding advantages in terms of dealership or distributor channels. Exhibition organizations also drastically also brings a vitality to the region where they held.

Exhibitions are also important to bring people together, to communicate between them and to help create cultural sharings from different countries and different cultures. Exhibition statistics show that our country has an important place and now at the level of developed countries in terms of exhibition organizations, products and services offered to the audience.

Especially in recent years parallel to the current globalization, exhibition industry is gaining a major importance. It was borned in Turkey in the mid-1970s and is a new industry compared with the other countries. Exhibition sector in our country gained a major impetus in the last 10 years and began to compete with the advanced Western countries. Exhibition organizers have reached and adopt international standards. The exhibitions especially held in İstanbul, left behind many European countries in terms of area and volume, as well as a bridge between Asia and Europe trade center. According to the city compared to exhibition locations, location and international image of Istanbul come to the fore, so that can be seen. In Turkey, this area has approximately 350,000 square meter exhibition area in Istanbul, one of three remaining areas in Izmir, Ankara, Antalya, Bursa, Adana and Konya in Anatolia as the city has been determined. This is not an effective distribution when we considered Turkey's geopolitical location.

The rapid development of international trade today, it is an undeniable fact that the exhibition brings vitality to the economy of its region's. For this reason, more exhibition areas should be built in other cities. Exhibitions have very important effects to serve the developments of local governments and will be a major contribution to the regional economy.

1) How many products are there that I have to exhibit and in which way should I follow?
2) What is the correct way of exhibiting my products?
3) Is there any obstacle which may prevent visitors to visit my stand?
4) How do I host my visitors in my stand?
5) Do I have enough staff in my stand and also for catering?
6) How will I distribute brochures, catalogs, materials, etc.?
7) Is my storage area sufficient?
8) Do I have enough visiuals to represent my company?
9) Which material should I use for my company name and logo?
10) Do I need a private conversation room for my meetings with important guests?
11) What should be done for stand lighting?
12) Which locations will I need electricity connection?

Stands are categorized into two main groups by means of material type which will be used.

1) Wood Stands: They are divided into two.
Wood Stands which are made of paint and fiberboard.
Wood Stands which are made of suntalam.

2) Modular Stands: They are divided into dozens of different systems. Mainly used systems are;
Max System
Octanorm (Aluset) System
Mero System

Types of Wood Exhibition Stand and How they differ from each other?

Wood Exhibition Stands are divided into 2;

1. Stands made of Suntalam: They do not require paint and dry faster acording to ones made from fiberboard and paint. The main drawback of this stand is the visible lines at the junction point. The biggest advantage of the stand is to be easy cleaning.

2. Stands made of paint and fiberboard: In plaster and then painted out on the raw chipboard made with the great advantage of this stands in no way stand in the joints does not appear. The biggest disadvantage is that setup time is longer. These stands are often preferred since they appears more elegant than chipboard stands.

What should be considered when building stand made form paint and fiberboard?

1) Ask forex for the implementation to be applied on a visual. In case of the implementation of the images directly on the walls in your stand, some roughnesses similar to orange peel, will be appear on your image.

2) In the beginning, select your color from pre-paint catalog. (RAL catalog)

3) Smoothless plaster will make your booth appear more elegant.

Modular Exhibition Stand Types and How they differ from each other?

Modular Stands are similar to lego because they are easily builded and divided. They also can be used again and again. The main materials used in modular stands are aluminum and MDFLAM / Suntalam. Besides these two main materials, some other materials could be used in some modular system stands. These different materials are generally used for MAX SYSTEM stands.

Modular systems are divided into different stands. The most heavily used systems are;

1) Max System: It is the most different and stylish one among the other systems. Aluminum profiles which are used in this system are much more elegant and expensive than other aluminum profiles. However, this kind of stands differ from other ones because they can be made from glass, tulle, plexi, and special wood modules.

2) Octanorm (Aluset): This is the most common system system which consists of entirely of aluminum and fiberboard. However, this system, which is relatively weak in design elegance, is offered as Standard Package in exhibitions. It is the cheapest cost systems, and the rental fee of this is relatively lower than other systems. However, price advantage turns into a design disadvantage.

3) Mero: It is structured in one-meter connections. Although strength of this system is very good, it is poor in terms of elegance. It is not usually preferable.

Let's Make a Good Stand!

We will participate in an exhibition. What should we do now? Now the only thing we will do is producing "a good stand". Here are just a small hint on an impressive stand for:

1. A good lighting: A good lighting system has a great importance on making stands more noticable and attractive. According to the surveys, lighting increases visibility of stands by 30 percent to 50.

2. An original approach: A different and non-ordinary stand design will definetly attract much attention. Your booth must have a specific theme. Diversification should increase according to the size of the company's. However, a small company can also find different ways to look different.

3. Easy to describe: Products or other materials which will be placed in the stands should be immediately detected by visitors.

4. Proportional: Every item in stand must be well balanced. An arrangement is necessary according to the size of the stand, Measurement of exhibition products should be well-proportioned with stand size.

5. Convenient: The materials of stand is as important as the product which will be exhibited. The modular systemy is very useful because they are very adaptive. Tables covered with cloth look cheap. Quality materials are really effective on potential customers.

6. Neat and Clean: Clean and tidy appearance is as impressive as simplicity. So, number of products to be exhibited shouldn't be too much.

7. Less is more: Words and shapes should be limited in eye-catching graphics so that is possible to increase the effectiveness. Very crowded or very small graphics don't have so much chance to draw attention, and it is very hard to keep audience interested.

8. Graphic Works should be at higher than people: If not, so many could not get what you are exhibiting because they couldn't see.

9. Color: Strong, striking use of colors will be easily noticable. Confused with the background color will be lost, unpretentious color should stay away from. As we already had a promise, colors and marketing were going to write on, We did not forget our promise. Now let's talk about a few words with colors again. White, purity and cleanliness and honesty, light gray, sincerity; yellow is conspicuous, but some may get angry, orange color, cheapness and simplicity, red, love the excitement but also fear of speed and danger, light blue, loyalty, security stability, green, environmentalism financial issues; coal gray, the trust will be free, but old-fashioned, black, power, and is associated with concepts like death. There will be judges choosing the color of your stand when they should not be ignored.

Colors, will appeal to the eyes. Sounds and music can reach the ear. One must also consider the nose: scents by selecting the appropriate people "air" anyhow possible to influence. Fragrance sales by trying to be effective on the bottom from the bottom actually is not a new thing. Retail stores to broker, until there are exhibitions as a means of affecting almost everyone is trying to use. Placed at the entrance gate a fragrant experience with increased sales in stores potborinin hard.

If you do not believe, the best selling brands in stores like a "insert your nose". Deliberately selected and placed what scents you'll hear. Prefer to use real estate agents were going to smell of vanilla. Because the smell of vanilla people "feel themselves at home to" help to die. When it comes to his relief and sense of home the feeling of relaxation in the consolidated benefit from vanilla. Customers at the exhibitions for visitors stand more likely to remain so for the supply of mint, citrus or floral fragrance is also reported to be effective.

"A Natural History of the Senses" Diane Ackerman, author of the book, "Fragrance, our goods and people will play an important role reviews." says. Our stand is also like the smell of the exhibition can not be done with you? That smell and some suggestive; peppermint, spice, citrus, alertness, energy, forest, flowers and citrus, freshness, vitality and happiness of feeling, vanilla and chocolate, relaxation and self-feeling at home feeling; flower scent with high levels of productivity and performance; corn chips smell suppress the hunger feeling miserable. (Source "Color and Smell of: Do not Overlook Them In Booth Desing," Business Marketing, p.4-5)

10. Full-Service: Everything in exhibition and stand is important for drawing visitors' attention. Clients who visit the stand can not be expected to serve themselves. "Full service" should be able to offer to the visitors. Brochures should be presented as a special item to each visitors seperately. Staff in the stand and other materials should be considered as a tool to communicate with the customers. Because, goal to participate in a exhibition is establishing positive relationships.

How to keep irrelevant customers away!

You have to select relevant customers not to lose time and effort for nothing. To achieve this, you should learn how to tell them “No” indirectly. It is not so easy but you should.

5 methods to keep them away without vexation:

No 1. The platform will be raised from the ground up to 10 cm and a color will be applied different from the main floor,

No 2. Products shouldn't be appeared from the beginning of the exhibit hall.

No 3. Visual materials and graphics you've placed your stand should be at a high technical level, which only will be recognized by serious customers.

No 4. Reduce the free distribution outside of your booth, and increase the distribution inside of your booth.

No 5. Ask technical questions to evaluate visitors' profile. (This article continues to be abundant source text says: "Tire-Kickers" Need Not Bother Stopping ", Business Marketing, June 1995, pS–6.)

Time is the most precious item in an exhibition and you don't have right to waste it with talking desperate candidates. If someone attempts to steal your time, just give him a brochure, shake his hands and say thank you, and say hello to a new customer. It will really help.

1) Product Catalog: You absolutely must have product catalog which includes information about all your products. People visit dozens of companies in a total of 3-5 hours time period and gets information about lots of products. Keeping in mind all of the information they can get is impossible. Therefore, visitors will keep this catalog in their offices, and will be able to reach you easily when they need your products. Remember that 6 customers out of 10 will forget about you unless you have a producat catalog.
2) Brochure Display Panel: The visitors who don't directly aim to visit your booth can get information about your company and products for any further relationship. In this brochure, there must be a brief information about your products as well as your company's presentation.
3) Fridge, Water Dispenser: You should keep mini refrigerators and water dispenser to offer hot and cold drinks for your visitors.
4) Visitor Registry: Ziyaretçi Kayıt defter : Gelen her ziyaretçinizin iletişim bilgilerinin yanı sıra görüşme notlarını kaydedeceğiniz kayıt defteri standınızda mutlaka bulunmalıdır. Fuar süresince standınızı ziyaret eden tüm ziyaretçilerin bilgilerinin yeraldığı bu defter fuardan sonra bir rapor haline dönüştürülerek firmanız içinde ilgili birimlere iletilmelidir.
5) Stationery Materials: Paper, pens, staples, etc. All of stationery items you may need, should be in your stand.
6) Hanger: Incoming visitors may need to hang their coats.
7) Catering Equipment: Tea, water, coffee, fruit juice, cookies, nuts, etc. and complete catering equipment must be provided on your stand.
8) Other: Business cards, mobile phone charger...

Electrical layout and lighting of your stand is very important in terms of both usability and stylishness.

No matter how elegance stand you have if you dont select true lighting systems. Your stand will be noticed much more with accurate lighting.

Right amount of lighting should be placed in the right spots.

You should show the same sensitivity when planning electric lighting layout of your stand just like designing your office. Another important issue is electric layout in your stand. You will need electrical power especially if you exhibit electronic produst. Don't forget to remind your stand design company about this.

Electrical layout in exhibition halls may not be suitable for placement of your booth. For example, right under your stand or electric power need not be a few meters away from the point you can. For your electronic products on the exhibit floor prior to a major electricity companies of your request to your stand to stand, from this point forward you have not installed electricity to withdraw stand your ground floor and stand over your cable will be del will withdraw. In this case you need even if it is against the stand of your images will not be stylish.

All topics in a brief rally;
1) You must notify your stand design company about all the points you'll need power.
2) Missing or extra lighting will be able to disrupt the visual relevance. And decorative lighting should be full resolution.
3) LED lighting application used for decorative purposes shouldn't lead to light pollution.

Exhibition is a neutral zone: A fine crafted demonstration area provides a sales office for exhibitors. While exhibitors are knocking the customers' doors at the outside, potential clients are acting as visitors in an exhibition hall.

Customers waiting in front of your stand, are spending money and time at their own requests, to buy or at least prepared to inform about your products. Recipients as a volunteer working to learn, wants to understand the seller's message. This approach greatly means order especially in the specialized exhibitions.

Right exhibition means potential buyers: The right exhibition which is prepared and accepted by exhibitors will bring a vast majority of customers. A fair is a great way to enter a new country or new market

Establish relations at the exhibitions: A gives you an opportunity like face to face relationships which is not available in other marketing tools. Visitors' outlook to the exhibition is positive: Visitors have lots of different intentions for visiting an exhibition. Nonetheless, they are positive to buy because they spend time and effort for this activity.

• To retain existing customers and sales
• To receive new orders
• To introduce innovations
• To create and enchance export opportunities,
• To generate new customers in the short and medium term
• To learn about competitors' innovations
• To compare the products with alternatives
• To find new distribution channels or representative
• To test the price rates
• To measure reactions to different product design
• To increase the brand awareness
• To train and motivate company staffs
• To inspire confidence to customers
• To protect existing customers towars to competitors participating at the exhibition.

You would participate in the exhibition?

Do you want to get out of an exhibition tour together? In this world, almost every day, somewhere, perhaps more than the exhibition opens. While reading this article you do not know what the exhibition will be open. But it seems to me that, either as visitors or associates as you want right now we can have a exhibition experience.

Why Exhibitions?

Until this day, lots of people have wondered why people and companies interested in the exhibitions, but Paula has 10 main reasons. According to Paula, exhibitions are the excellent opportunities to identify high potential customers, to introduce new products, to strengthen customer relationships. Let us have a closer look to the main reasons influencing them to participate at the exhibition.

1) More revenue will be provided. One of the ways to increase business revenue in the same job is done to lower costs. A company will do the most basic job was not to find clients? That for the job exhibitions are one robe. You could wear clothes. And not so common, most effective way to reach qualified customers are exhibition. According to a study (Exhibit Surverys Inc. have done this research), while the average cost of a sales reached 295 dollars ,the average cost per person at the exhibition is just 177 dollars. (Reached the cost per visitor figure, stand-rent construction personnel and expenses such as travel expenses, including expenses. Per visit average cost, the direct selling expenses, bonuses, commissions, travel, accommodation and entertainment costs are included.) So you save 118 dollars per person when you select to participate at exhibition.

2) Sales accelerate. "Experience has shown that... " You have heard this phrase before. It is now time to prove. Experience shows that it was originally introduced in the exhibition prospect of the subsequent negotiations, can convert to sales within a period shorter than met elsewhere. Do you want numbers. That figures: (Still Exhibit Surveys conducted by) According to a study, interviewed at the exhibition business with a customer to connect a 0.8 average is sufficient to have a conversation, while sales at the end of the visit was met with the client business to connect, on average, made 3.7 visits. In addition, According to McGraw-Hill Research Foundation's study, after a exhibition 54 percent of orders don't require any following.

3) Enter to untouched fields. Like a bee call to flowers, Exhibitions can also help to find the new customers as well as qualified visitors. (Exhibit Surveys have done more research) only 10 percent of visitors had been communicated before exhibition in last 1 year period. This means that 90 percent of visitors at the exhibition for the company is one candidate for new customers. Also 88 percent of visitors are people who are capable of buying.

4) Stand out in competition. It will be true to describe the marketing as a basic tool that the companies used in competition. Here is a powerful competitive tool in this regard is exhibition. Companies, different from each other outside of exhibitions and shall strive to be superior. However, exhibitions, company image and products to be exhibited by rival companies out there that provides the opportunity to be different and superior. Well-trained exhibition team, which was carried out in an effective manner before and during the exhibition with the eye-catching promotional arrangements with booth after the exhibition and wise to follow the company itself from its competitors in this regard is also a superior ability to find out. A number of visitors and brand the company together under one roof to find the ease of exploit. This simplicity itself in the eyes of customers within the company "re-positioning" may have the opportunity. Which is superior in this exhibition can reveal.

5) Strong customer relationships are updated. Statistics, to find a new customer than to keep a current customer is five times higher indicates a cost. This is true in the face of strong and continuous relationship with customers is important to establish. Exhibition of the company to report important and lock their gratitude to their customers, strengthen relationships with them provide the opportunity for serious. These customers, interests anyway, so you join you as a visitor to the exhibition are the future. Here the special and important customers to benefit you that the best way to meet these needs can help in the matter. Among them, exhibition private transportation services, accommodation, free meals etc. can be considered...

6) Demonstrations are scheduled. Whatever you sell, customers want to form a physical link with the products in the sale with looking, smelling, touching, using etc. Clients need to bring the demo to the point. (Bread factory, tannery machines, weaving machines, etc..). These demos visitors first-hand, they find the opportunity to see what has happened.

7) Market developments are monitored closely. Exhibitions enable visitors to follow the latest developments in the sector. Selected staff of company including administrators will have the opportunity to make speeches face to face with real customers. The company's managers from different functions will be in the same stand together with customers and makes it easier to keep the pulse of the industry. Because they have closer relationships with their customers,they learn how to find solutions to the problems.

8) Information about competitors is taken. Exhibitions offer a tremendous opportunity to review the competitors. There are so much information about Competitors' prices for new products and promotions. You can learn a lot of valuable information at a time by just making observations, by ear swelling, with a little attention. Which stands crowd of competitors? Attract more customers which is what kind of competition? Are closer to customers? What types of products are being exhibited? Focus on what points are for sale? etc...

9) Relationship with media is established. Exhibitions are also very attractive events to get opportunities for taking part in media. You should have innovative ideas to draw attention of media. For this purpose, important names of the press should be invited to your stand before the exhibition. Well-planned press conferences and other activities which will be held at the exhibition, can help to convey the effects of the exhibition very large areas.

10) Research is done, information is taken. Exhibitions bring opportunity to get very important information, with a very low cost. Market research can be done also without spending much. For example, you are thinking of a new product, you can search that visitors were interested in goods, services, prices, distribution forms, products, etc. of the features and benefits. Imagine the ease of finding them ready all in one place at a time!

In conclusion; We have 10 different reasons to participate in exhibition. Perhaps you have also different reasons. But I have to remark a point: Exhibitions always may not be the best way for your company's marketing program. Exhibitions should not be considered as a single sales channel. Exhibition should be used within a certain integrity with marketing communications, advertising, direct mail, promotion of public relations in a relatively wide range of activities.

Nowadays, it is getting harder to reach the consumer to sell your products or services because of the increasing alternatives and consumer conciousness... For this purpose there has been various activities. At this juncture the most important method to introduce your products and services is to participate the exhibitions.

• To contact directly with the potential customers and target audience.
• To redouble your sales using cash budget and minumum time.
• Build up new business connections
• To beef up your current sales operations
• To launch new products and developments to the consumers directly
• To increase your brand equility and awareness
• To invigorate your business with secoral companies and sector professions
• To stand in the forefont in the marketplace
• To take one step forward in the changing market structure with increasing competition
• To introduce your new product and/or service at the meeting point of the sector
• To strenghthen your company aginst your competitors
• To come together with dealership, granted dealership, with a mass that is going to be given franchising
• To inform about why your products are better than the competitor firms' and tell the advantage of your products directly
• To meet the buyers all around Turkey and other countries
• To choose new partners in Turkiye and new markets
• To convey information about your products' performance to the installers,
• To stand out at the projects
• To follow the latest industrial developments

From time to time, I'm getting some complaints at the exhibitions. Participants say that not so many customers or guests are visiting my stand. Then I am asking questions them like what have you done for taking visitors to your stand. Did you make a custom stand design? Did you organize any stand activity?

Answers to this question is generally negative. After that, I am talking to the exhibition organizer companies and telling them about this problem. I would see that they do their duty. There are enough visitors. Then problem is at exhibitors' side.

So what to do? I think the first answer to this question, is making an original stand design which will be different from the other stands and competitors. So in other words to be able to draw attention among the crowdedness. All others remain behind this first answer.

Participators always ask themselves as Should we make special stand? If there are no restrictions in organizer company's regard, a custom stand must be absoletly designed.

Specially designed course is a little expensive. But it is worthed just for gaining your positive image. However you should be careful not to spend too much or use visuals in excess amount.

Same thing, followed by the preparation of stand design, while the interior decoration of the stand is also valid. You should stay away from excessive use of furniture not to disturb visitors. Therefore, colorful, lively, attractive as well as having simplicity furniture will be suitable for this type of organizations.

At custom stand designs, tower usage dramatically increased the attractiveness of the stand is known. But I think the most important function of the tower, is making your company name and your brand visible even from far away. Therefore, I strongly recommend you to insist your company about adding a tower to your stand.

The colorful lights, vivid, striking colors attention can be used at the stand outside, outer panels and towers, but inside serenity will be provided with a soft lighting, pastel colors to let visitors find a peaceful stand. Light blue, open green and earth colors that can be used in this sense as the most appropriate colors are studying.

Issue at this stage we're bringing an interesting information about these three colors as I would like to share with you. Blue color is a symbol of the sky and wide horizons of the sea. Immensity and distant view icons. Represents peace and calm. Arabs believe that blue slow the flow of blood, so that is why evil eye bead is blue. Therefore, overreaction and negative opinions may be reduced through a blue colored stands.

On the other hand, light green is the color relaxing eyes and body and represents mean and trust. That is why banks' logo is mostly light green colored. That makes you feel cool in hot weather. Sense of hope to the people themselves vaccinated as well as feel provides psychological and physical. People coming to our stand themselves to feel comfortable and we want them to trust us and use our products in the future to be comfortable or to improve their business prospects than we want to carry a light green for exhibitors according to objective opinion as a color can be.

When it comes to earth colors, brown earth colors are defined as the color of realism, plans and systems. These tones will mobilize people and accelerates decision-making process. This is why fast food shops often use brown tones. Quickly select menu, eat and go. With the expectations of exhibitors is precisely overlap. I see my stand, my complimentary benefit, my decision not to solder and go, which would deal with other visitors.

Language of colors such, but of course the effect is not a one to one, when used in conjunction with other applications for benefits are to some extent. Then again, the heart of our subject, that we return to the blandishments raising measures, design and decoration work is required, but effectively and in increasing the attractiveness alone is not enough. Subject as a whole to look and to take all measures can be taken everything can be done, and the decision is in accordance with the condition, is necessary to do.

The stand visuals are located as important elements that increase the appeal. However, these visuals must not distract the visitor's interest. Therefore, instead of many small small digital visual elements, inside and outside usage of a few large digitals will increase the majesty and prevent distractions.

Another element that can increase the appeal to the stands is surely music,that must be used carefully. According to Wall, the music has soothing and stimulating effect on the human spirit. Music increases the subjects interest in human and ensures the continuity of care. Therefore, using a relaxing music contributes to the attractiveness of your stand, helps to keep visitors in there and get the positive results of your sales.

Regarded as a last point I want to mention is related to the hostesses. Hostesses, especially famous ones, are known to play a major role in increased interest on the stand and even the attention of media.

Prof. Dr. A. Bülent Göksel

When economy and trade has been revived, interest on particating in national and international exhibitions and exhibitions rise and so organization of this type of events increases.

Exhibition is surely very important as a marketing tool in the promotion and sales. Exhibitions will make it easier for companies to meet and create connections with their customers. However, they also bring significant cost. Most business owners have doubts to particiate or not, before every single organization and try to find reasons to justify their decisions. They expect new customers and sales just after the exhibition.

Exhibition is a good opportunity to promote products and services to potential customers, enhance corporate image, develop relationships with existing customers. At the same time, it helps to identify companies in the sector, evaluate different aspects of vision and competitives' positions. Companies will participate in exhibitions to come into contact with many new customers as possible, to test customers' reactions to new products or services, to compile new ideas, to attract potential customers and competitors.

Of course, all the objectives and expectations related to the exhibitions take place in case of the effective sales, promotion and implementation of follow-up customer services. The place and the visual quality of your stand, product variety, arrangement and exhibition of the appeal is very important. However, all the time, effort and investment will be wasted unless you have well qualified sales team. So, you should also take care of training your staff.

The size of the stand at the exhibitions, visitors and the nature of the density, diversity and complexity of the products depending on factors such as the correct number and characteristics to create a team in need. Sales staff, support staff and administrators should make an appropriate division of labor must work within the team concept. Everyone's job and duty to know each other and give the necessary support to be in continuous improvement efforts is important for success at the exhibitions.

Therefore, the sales staff who will take part in the promotion and sale are expected to have elements of knowledge, skills and attitudes to three different sizes. The existence of these three dimensions complement each other, is the direct determinant to receive effective results in the performance of their employees. This competency development requires different approaches, methods, and time.

The first of the competence is related to knowledege. Since an experienced person from within the company's product features, advantages and benefits will return you as time advantage. In fact, exhibition officials should be selected among the company's sales and promotion staff not to spend time for training.

The second competency is about sales skills of presentation, dealing with objections, and persuasion. These skills are even supported by training through applications. Therefore, skills requires longer periods of time.

During the exhibition, the most important needs of promotion and sales staff is about attitude. Positive mental attitude, constructive and creative thinking, problem solutions and not to focus, confidence, courage, determination, work ethic to love and work with attitude, is also necessary. A person who does not have the appropriate attitude, will not feel the enthusiasm and excitement for his job. As a result that there will not be successful.

They should also know about compilation of visitor information, interest and determination of severity, assessment of daily activities, method development and following up of the visitors after the exhibition.

Many customers who couldn't be reached during the exhibiton because of the elements such as the visitor density, shortness of time, may provide positive responses after the show to telephone, letter, e-mail etc. Visitors can usually tolerate this kind of negative behaviors during the exhibition.

In consequence, customer follow-up techniques are necessary in a training program as well as company product information, sales-presentation skills, positive mental attitude. Education requires time, effort and money. However, the cost of any education is not higher than the cost of lack of education.