Abstract:

The aim of this publication was to evaluate the use of sensory marketing by exhibitors of a selected trade fair. The research was multi-stage. In the first place, a review of domestic and foreign literature on sensory marketing, ecological fairs and their importance was carried out. It was found that few studies are being conducted in this area. And this publication contributes to filling the gap in this regard. Then, the main research was carried out during a selected trade fair event, which took place in Warsaw in October 2024. The selection criteria were the location and nature of the fair. These studies were exhaustive due to the size of the general population. In total, they covered all 112 exhibitors from Poland and abroad. In the research of the exhibitors, the method of observation with the use of a measuring instrument - an original observation sheet and natural measuring instruments - sight, hearing, smell, touch - was used. It included the assessment of the stimuli used by the exhibitors to affect the senses of the participants of the fair event. Based on the research carried out, it can be concluded that none of the exhibitors tried to affect all five senses of visitors at the same time as part of the adopted individual marketing strategy. A detailed analysis showed that over 90% of exhibitors took care of the possibility of direct contact with the offered product, which should be assessed very positively (sense of touch). Slightly fewer, three-quarters of the exhibitors decided to use additional lighting at their stands, which should be assessed positively (sense of sight). Much fewer, 46% of exhibitors took action to affect the sense of taste and smell. None of them, on the other hand, used various sound effects at the stand. This type of procedure should be treated as insufficient. The more senses we are able to engage in relation to a specific brand, the greater our chance of acquiring a customer. The results of the research may be useful for entrepreneurs in the eco industry in creating marketing strategies and indicate a new direction of scientific research in the ecological industry.