What is a Fair?

Commercial activities generally occur directly between the seller and the buyer, in non-shopping situations between the supplier and the seller, and in broader situations among several business people and companies. Fairs, which bring together these activities under one roof, are large markets established at certain intervals throughout the year, where hundreds of customers in various industries can conduct their commercial activities simultaneously. In these fairs, which are established for specific purposes to promote trade, business agreements, large or small sales, and many different types of trade are carried out.

When we look at the history of fairs, which have become more recognized by large crowds in the 21st century, we can see a significant history. For many years, large markets where these commercial activities took place have always existed, even if they were not called fairs. Today, large fairs are organized on every continent of the world, reaching from Europe and Asia to America and Australia, enabling buyers and sellers to reach large crowds.

What Are the Activities of Fair Organizing?

Fair organizing activities are those that arise from trade events and serve as a bridge for establishing new collaborations between buyers and sellers. Fairs, which are of great importance for product and service developments, see many organizations working simultaneously to promote both products and brands and to sell products and services to large audiences. Fairs are generally established by separating sectors under specific themes. Companies in these sectors set up stands for their products and services, promote their products to visiting customers and other business people, and make sales. Even if no sales are made, fairs are of great importance for the promotion of companies and monitoring the business environment.

Fair activities are divided into certain categories. These categories are referred to as horizontal and vertical fair activities. In this context, large fairs that encompass all sectors are called horizontal fair activities. Fair activities that serve a narrower region and target specific audiences in a certain sector are evaluated under vertical fair activities.

How is a Fair Organized?

Since fairs involve a large area and a significant number of people, it is necessary to proceed in a very planned and organized manner to organize these fairs. Fairs are usually organized by fair organizers. These organizers are individuals who create the necessary and appropriate space for companies, sectors, and customers, undertaking all organizational processes to ensure that the fair is a good experience.

In the organization of fairs, the organizers first proceed by paying attention to the size of the fair and where it will take place. Fairs can manifest themselves in many ways, such as regional, international, local, national, etc. Afterward, legal and official procedures come into play. It is necessary to gather and submit various documents such as application and authorization forms to the relevant institutions. After the official procedures have been handled, strategic planning begins. After planning aspects such as the fields of sectors and which companies will participate, the fair will be established in general terms. Other details include conducting market research, planning the environment where sellers and buyers will meet, budget planning, content management, and paying attention to many other issues.

What Is the Importance of Fairs for Companies and Firms?

Fairs provide an opportunity to meet thousands of customers from many regions, enabling buyers and sellers to establish new relationships and get to know each other. Fairs are very important meeting places for sellers to meet many new customers, promote themselves, monitor other companies, conduct market analysis, make sales of products and services, and have general knowledge about the market. For customers, participating in fairs is important for benefiting from new business opportunities, acquiring products and services, and signing high-efficiency deals.

What Are the Main Types of Fairs?

As mentioned, fairs are examined in specific categories. This makes it easier to choose and classify participation. Fairs are divided into two types: horizontal fairs and vertical fairs:
● Horizontal (General) Fairs: Horizontal fairs, also known as general fairs, are fairs that operate on a more comprehensive and larger scale compared to vertical fairs. In horizontal fairs, agriculture, industry, and all kinds of consumer goods, both together and in their various forms (finished goods, semi-finished goods, and services), are exhibited. Sales are fundamental in horizontal fairs, which generally focus on promoting products and services.
● Vertical (Specialized) Fairs: Vertical fairs, or specialized fairs, focus on specific sectors and cater to a smaller audience for displaying products or services compared to horizontal fairs. The most important purpose of specialized fairs is to provide information flow within the sector, enabling companies, customers, and business people to get to know each other and see their positions in the market. Vertical fairs are also divided into large and small specialized fairs.

What Are the Other Types of Fairs?

When we look at other types of fairs, we can see many types of events. The types of fairs and events under the categories can be summarized as follows:
● Exhibition: The aim of exhibitions is to promote products and services. Related products are displayed on stands for the buyer to see and choose. Along with products and services, countries' unique industrial, agricultural, etc., non-sector products can also be included in exhibitions. Artistic works and cultural elements can also be found under the event scope with exhibitions.
● Fair: The fair event resembles an exhibition in terms of process. Specific products and services are exhibited at the fair, but it is also important that traditional products are present. These fairs, usually held in towns and local areas, sell a wide range of cultural items.
● Festival: Festivals are celebrations held on days designated by a local community, showcasing traditional products, arts, and activities. In these types of fairs, local foods are usually distributed, traditional and cultural songs are sung, and dances are performed. Traditional products related to these cultures are sold during the promotion.
● Symposium: Symposiums are more formal environments compared to other types of fairs mentioned. Various speakers participate in discussions generally focused on scientific topics, where the general public consists of experts related to the subject. Discussion topics are determined, and relevant discussions are held. There must be at least three speakers at a symposium. At the end of the symposium, the chairperson summarizes the topic and conducts a Q&A session.
● Conference: Conferences are similar to symposiums, but there is no designated chairperson or organization in conferences. One person or even ten people can give speeches, and there are no restrictions for this. The topics discussed at conferences generally focus on scientific subjects.

How to Visit a Fair?

To attend fairs as a visitor, a fair invitation is required. These fair invitations are generally provided free of charge by fair organizations and organizers but can occasionally be sold. These invitations, accessible through online channels, can be obtained from the relevant websites of the fairs and organizers. If you wish to participate in the fair by setting up a stand, you can also do this for a specific fee and upon application.

Why Should Companies Participate in Fairs?

Companies should participate in fairs to promote their products or services, increase brand awareness, and meet with other companies in the market. They should conduct competitor analysis and product or service comparisons, as well as get the opportunity to meet potential customers face-to-face. The purposes for brands participating in fairs may vary seasonally.