Exhibitions present a range of properties like no other marketing instrument in this form and connection: they are unique platforms to develop and cherish customer relations; they offer possibilities of sales and sales promotion as well as positioning of company and product brands; they create networks between all relevant market participants; they leverage medial attention for the whole branch, in a way that can’t be reached by companies on their own; they also act internally by concentrating all marketing activities in a purposeful way.   

The Benefit Model not only shows the variety of benefits of an exhibition. It also represents a valuable help for defining the individual exhibition participation concepts which can be derived from the aimed benefit-emphasis.