Congresses and Exhibitions are still relevant, even though we live in a context where digital seems to have become the basis of marketing strategy. Digital channels offer cost-effective and targeted ways to reach key audiences. There is simply no limit to the opportunities for brands to engage with a wide range of audiences in an increasingly personalized way.

But when it comes to interaction - the main ambition of modern marketing - we cannot ignore the power of face-to-face events to deliver genuine results.

Exhibitions are powerful "markets." They represent a direct marketing channel that involves an active and highly motivated audience in a face-to-face interaction. People who attend these types of events choose to be there and want to relate to the products or services on display; they are involved in the buying cycle and have the authority to buy or influence the decision.

Usually aimed at an industry and the professionals involved or interested in it, this type of initiative becomes a way to communicate to a perfectly oriented target market and create brand awareness.

When a Congress or Exhibition is open to a broad and sometimes diverse segment of the public, a platform is created to promote the product or service to a wider group that may have little or no prior knowledge of the offering.

Depending on the type of business, these shares can also be the ideal stage for product testing and for obtaining general or industry feedback on the offering. Being involved in a face-to-face event offers the opportunity to branch out trade and build a customer database of visitors.

The key to any marketing strategy for a face-to-face event is preparation. There are numerous details to be addressed, ranging from the design of the booth, to the message to be used, the promotional material to be made available or the products or services to be presented.