PRACTICAL RESEARCH RESULTS OF A SUCCESSFUL COMPANY’S APPEARANCE AT THE FAIR
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Trade fairs represent a hot subject in the contemporary theory, as well as in the contemporary
practice of modern successful international and local enterprises, organisers and owners of
exhibition space. The domestic literature provides certain sources and papers which discuss
the topic in theory, but there is an evident lack of strategic approach towards trade fairs as
the instrument of sales improvement, as well as the obvious lack of practical approach of
enterprises at trade fairs, and the lack of real measurement of the results obtained.
This paper proves that the representation on a trade fair had positive effect on the sales
results, as well as on the creation of interest and the increase of awareness of the existence
of a company and its products. The analysis proves that under certain conditions the gain
rate on the investment is calculable and quantifiable, in the case of trade fair representation.