Establishing Relationships

* Helps in Establishing Relationships: As TRO is interested in marketing its products to prospective clients; Trade shows are the perfect place for TRO staff to establish relationships with their target audience. Because Business marketing is more concerned with lead generation and developing long-term relationships with organizations. This means that B2B marketing has more personalized promotional marketing.

* Branding: Participating in trade shows gives a face to the TRO brand. This enabled TRO who is established in the industry the ability to reinforce its premium branding and therefore pricing. This is a Business Marketing tactic. Often B2B companies focusing on the quality of the brand, creating a larger buzz around their name within the B2B market. As Buyer behavior is focused on value, logic and rational in B2B's this appeals to the buyer.

* New Audiences: Targeted Trade shows will give TRO the platform for selling their new product "TRO Discovery Progressive Lenses. The product, which allows the use of "virtually any frame shape or size", gives TRO the ability to showcase the product to prospective clients. Individuals who attend Trade Shows go with the purpose of learning and purchasing products, which is the end goal of TRO, as the want to expand in different areas.