Businesses always have to watch their spending because their goal is to make a profit. Small businesses often suffer from cash flow problems. Their budgets for advertising are generally very small. Advertising is costly for companies because they are basically buying publicity. Marketing instead of advertising stretches an advertising budget much further. It relies on making dollars work harder but using interaction instead of passively paying for publicity.
Business conferences and exhibitions are good ways to interact with potential customers. These shows offer small companies a chance to rent a booth space where potential customers can come to them. Once the conference attendees arrive, the company staff at the booth can then speak to these potential customers to learn their needs and how the company can assist them. Because this is an interactive format, a company professional can answer questions and receive feedback from potential customers.
