Trade Fairs in Türkiye: Marketing Opportunities

In today's globalized and technology-driven economy, increasing competition has not only intensified business rivalry but also transformed marketing into a core strategic function—often taking precedence over traditional production processes. While earlier economic theories like Say's Law emphasized that “supply creates its own demand,” such assumptions have become outdated in the face of rapidly changing consumer behavior, digital advancements, and global trade dynamics. Modern consumers demand not only quality and utility but also personalization, emotional connection, and immediate access to goods and services. Consequently, production alone cannot ensure success; effective marketing strategies have become essential for survival and growth (Torun et al., 2012).

Firms are now required to develop comprehensive marketing plans that integrate traditional tools like advertising, sales promotions, public relations, and direct marketing with digital innovations such as influencer marketing, search engine optimization, and content marketing (Aycı, 2011). These efforts are geared toward creating value, generating interest, and maintaining long-term customer loyalty. In this competitive landscape, physical platforms like trade fairs have retained and even expanded their relevance. Fairs offer a unique opportunity for businesses to showcase products, build brand awareness, network with industry stakeholders, and directly engage with both existing and potential customers.

This article focuses on the strategic role of fairs in modern marketing, particularly their relevance and benefits for firms operating in Türkiye. Drawing on recent data, case studies, and industry reports, it evaluates how trade fairs contribute to branding, market expansion, innovation diffusion, and business-to-business (B2B) interactions. The rising popularity of specialized and international trade fairs in Türkiye reflects a broader trend where experiential and relationship-driven marketing is gaining ground. By analyzing the growing economic and strategic importance of fairs, the article highlights how these platforms are evolving from simple exhibition venues to integral components of dynamic, multichannel marketing ecosystems.

The Concept of Fairs

The term "fair" originates from the Latin word fariae, meaning carnival or festival (Koldaş, 2006). Historically associated with cultural gatherings and religious celebrations, fairs have evolved into vital commercial and promotional events where tradeable goods, services, and innovations are exhibited to stimulate sales, build new market linkages, and foster technical cooperation. They serve as dynamic marketing communication platforms that allow businesses to present their products and services to targeted audiences, including consumers, distributors, partners, and investors (Okay, 2000). Today, fairs represent a strategic convergence of commerce, networking, and branding.

On a global scale, approximately 10,000 fairs are organized annually in around 150 countries, reflecting their central role in international trade and business development (Sülün, 2004). Europe leads the global fair industry, with Germany standing out as the frontrunner by hosting between 400 and 450 high-quality exhibitions each year, followed by France, Italy, and the United Kingdom. These events span diverse sectors, from agriculture and textiles to defense and digital technology, highlighting their adaptability and reach (Sülün, 2004).

In recent years, Türkiye has significantly advanced its fair infrastructure and international outreach. Cities like Istanbul, İzmir, Bursa, and Konya have become prominent centers for hosting specialized and multisectoral trade fairs. According to the Turkish Exporters Assembly (TİM, 2023), Türkiye organized more than 250 international fairs in 2023 alone, drawing over 2 million visitors, including buyers from across Europe, Central Asia, and the Middle East. This indicates the growing significance of fairs in enhancing Türkiye’s export capacity and global market visibility.

As a powerful marketing tool, fairs have gained importance in an era marked by product diversification, rising consumer expectations, and global competition. Unlike other marketing channels, fairs offer immediate, face-to-face interaction between producers and consumers, allowing for product demonstrations, real-time feedback, and stronger brand recognition. They also serve the functions of public relations and advertising, positioning them as multi-dimensional instruments within broader marketing strategies. In this context, fairs not only facilitate direct sales but also provide critical insights into market trends, competitor strategies, and customer preferences, making them indispensable for businesses aiming to remain competitive in domestic and international markets (Koldaş, 2006).

Key Benefits of Fairs in Marketing

Fairs serve as dynamic marketing platforms that provide substantial advantages for both exhibitors and visitors. One of the primary benefits is enhanced customer engagement. Unlike conventional sales visits that may be limited to scheduled or regional client interactions, fairs offer an inclusive and accessible setting where businesses can engage with a broader, often previously unreachable audience. According to Kotler (1994), 85% of visitors make purchasing decisions during fairs, spending an average of 22 minutes at each stand, which highlights the effectiveness of this face-to-face interaction in influencing buyer behavior.

Fairs also offer significant cost advantages. Compared to individual client visits or advertising campaigns, they are more cost-effective while yielding a higher return on investment. Herbig et al. (1997) identify fairs as the second most impactful promotional tool after direct sales. Their multifunctional nature, combining advertising, public relations, product demonstration, and direct selling in one venue, makes them particularly valuable for small and medium enterprises (SMEs) with limited marketing budgets.

Additionally, fairs are instrumental in helping businesses expand into new markets. Exhibitors benefit from opportunities to discover untapped market niches, evaluate industry competitiveness, build strategic partnerships, and introduce new technologies. Visitors, on the other hand, enjoy the advantage of product comparison, price benchmarking, networking, and even placing direct orders. The environment fosters real-time feedback, which can guide product development and market adaptation strategies.

A compelling example is the 21st Konya Agriculture Fair, held from April 8 to 12, 2025. This event demonstrated the growing role of fairs in Türkiye’s agricultural economy. With 436 exhibitors from 20 countries and over 251,000 visitors, the fair highlighted Konya’s significance in agricultural machinery, a sector in which it accounts for 70% of national production (Konya Chamber of Commerce, 2025). The fair also emphasized academia-industry collaboration, with Selçuk University’s Faculty of Agriculture offering expert consultations and research insights to visitors. This integration of knowledge sharing, innovation showcasing, and commercial networking further reinforces the strategic value of fairs in contemporary marketing.

Conclusion

Fairs remain a cornerstone of modern marketing, offering unparalleled opportunities for businesses to engage customers, showcase innovations, and expand market reach. In Türkiye, the growing prominence of trade fairs, such as the Konya Agriculture Fair, demonstrates their critical role in driving economic growth, fostering industry collaboration, and enhancing global competitiveness. These events provide a unique convergence of branding, networking, and direct sales, making them indispensable in an era where experiential and relationship-driven marketing dominate.

For businesses, fairs serve as cost-effective platforms to assess market trends, gather real-time feedback, and establish long-term partnerships. The success of Türkiye’s fair industry, evidenced by rising international participation and visitor numbers, underscores its potential as a catalyst for export growth and sectoral advancement. As digital and physical marketing ecosystems continue to merge, fairs will evolve further, integrating technology to enhance engagement while retaining their core value: human connection in commerce. Moving forward, leveraging fairs as strategic marketing tools will be essential for businesses aiming to thrive in both domestic and global markets.

References: AUMA; Aycı, A.; Koldaş, M.; Kotler, P.; Sülün, E.; Torun, A. et al.; TİM; Konya Chamber of Commerce; Herbig et al.

Please note that the views expressed in this article are of the author and do not necessarily reflect the views or policies of any organization.

The writer is affiliated with the Department of Agricultural Economics, Selcuk University, Konya-Türkiye and can be reached at mdirek@selcuk.edu.tr

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