• online fairs are visited by potential clients who generally have a lot of interest and wish to purchase and who are part of the generation of active Internet users;
• visitors of the fair are open, prepared to form contacts, receive the information offered and plan cooperation – they are at the fair voluntarily;
• through concentrated and gripping visual information provided at the online fair, the visitor generates memorable impressions and experience, which will let them better remember brands and companies and their products and services;
• an online fair allows to provide a concentrated image of the market situation of the field in various countries through market reviews and articles;
• an online fair helps increase and improve the transparency of the market and eases the making of decisions for visitors, because information is public for everyone;
• it is easy to compare prices and terms of sale at an online fair and quickly haggle over them;

• an online fair helps find new opportunities for sale and to enter new markets easily and without risk;
• information exchange between participants at an online fair is preserved digitally and it can be analysed again repeatedly;
• an online fair is the safest and most neutral “place to meet”;
• an online fair “balances” the size, turnover or production volume of organizations and creates equal opportunities for presentation and attention for smaller ones – the size of a stand has no dominant meaning and a successful presentation is largely based on the activity and creativity of the team and the skill of drawing attention instead.

• Taking part in the right fairs is an excellent opportunity for all companies to get to know their target audience, stay visible and interact with new contacts directly.
• When taking part in a fair, wording the goal is important. Most often, this is either sales activities or collecting quality contacts in the target group and asking for various feedback. All this to be even more personalized and efficient in post-fair marketing and sales.
• Fairs also give a good opportunity to get to know the activities of your competitors and learn from the successful ones.
• At online fairs, all this can be carried out more effectively, productively and measurably.

• An online fair saves a lot more time and money compared to offline fairs;
• there are no travel expenses involved in online fairs;
• there are no unforeseeable expenses in the budget, or these are negligible;
• even small companies can afford to take part regularly, also helping generate a fair experience;
• an online fair allows to plan taking part in international fair in several countries at the same time;
• there is no need to hire extra staff;
• measuring results and assessing the profitability of investments is easy – everything can be honestly measured in an online environment;
• at an online fair, trying out various offers and activities is a simple and highly recommended activity – changing displays daily, cooperation with interactive activities in various online media (FB, Twitter, vkontakte etc.) to attract the clients’ attention together with presenting the entire product portfolio is easier and cheaper than ever before;
• interacting in an online environment is more free and often more anonymous. There are no fears and barriers of communication. The exhibitor can direct the conversation to an available service person of the online environment who is most proficient in the topic of the client’s interest. The entire interaction can be recorded digitally and later analyses and follow-up activities for correcting mistakes are much easier in an online environment, so the risk of losing clients decreases.
• you do not waste any time on people who are just browsing and do not actually want to interact.

• What do you want to achieve by taking part in the fair (goal)?
• Which fairs should you take part in (choice of fair)?
• How to take part (manner of participation)?
• Which expenses and influence do you want to take part in (success at the fair)?

A fair plays an important role in achieving the communication goals of the company. The increasing trend from product competition to communication competition significantly increases the role of a fair in interaction and information exchange of a company. In order to better understand and make use of all opportunities, we address communication targets in separate groups by goals set for taking part in the fair. After all, communication targets largely depend on the goals set for the fair.