ba230-marketing communication exhibitions and trade shows

BA230-Marketing Communication

Exhibitionsand

Trade Shows

Exhibitions and Trade Shows

Temporary events for the purpose of displaying and/or selling products; usually based around a particular theme, product category or customer grouping.

E&TS provide a temporary forum for sellers of a product category to exhibit and demonstrate their product to prospective buyers.

They are principally designed to bring together potential buyers and sellers under one roof.

Exhibitions and Trade Shows

• Selling exhibitions (marketplace where buyers and sellers meet)

• Non-selling exhibition (exist purely as promotional vehicles: like Motor-shows)

Reasons for Exhibiting

• Meet new customers• Enhance company image• Interact with customers• Promote existing products• Launch new products• Get competitor intelligence • Keep up with competitors• Interact with distiributors• General market research• Take sales orders• Meet new distributors

Stages in planning an exhibition or trade shows

1. Set objectives

2. Select which exhibition/trade show to attend

3. Plan for staffing the stand

4. Plan support promotions

5. Decide stand layout and contents-design stand

6. Plan follow-up activities

7. Plan the “project”-logistics

8. Evaluate and follow-up

1. Set objectivesIs to decide the objectives of exhibitions.

• Selling• Non-selling

The objectives need to be realistic (bearing in mind the visitor profile of the exhibition), they need to be achievable (within the context of the firm’s resources) and quantifiable (and mechanism must be in place to monitor their achievement.

Must cover SMART objectives Specific

MeasurableAchievableRealisticTimed

2. Select which exhibition/trade show to attend

This decision will rest on following factors:

• The number of available exhibitions to choose from.

• The visitor profile of exhibition.

• The cost of exhibiting

• The availability of suitable space in a good location

• The timing of the exhibiton relative to the firm’s business cycle and other communication projects

• The profile of exhibitors (i.e. which competitors will be exhibiting and which will not)

• The profile of visitors and their role in decision-making unit

• The prestige level of exhibition. (It would be hard to imagine any major car manufacturer not exhibiting at the Auto Show).

3. Plan for staffing the stand

1. Temporary staff

2. Sales person

3. Technical people

4. Models and host/hostes

4. Plan support promotionsPlanning the support promotions before, during and after

• Direct mailshots to potential visitors and advertising campaigns in advance of exhibition

• Press releases in the trade or consumer press as appropriate;

• Extra activity by salesforce both before the exhibiton (inviting existing customers to visit stand) and afterwards (following up) new enquires.

• Joint promotions and sponsorship with the exhibition/show organisers

Checklist for organising the stand

• Ensure that displays are easily accessible and informative

• Brief stand members

• Have clear objectives and set targets

• Have a private area• Ensure an adequate supply of water and refreshments• Establish a staffing rota• Have a record-keeping system for leads and contacts• Have a feedback system for visitors’ comments• Set up ‘fun’ activities for stand staff.

5. Decide stand layout and contents-design stand

Since the visitors are usually information gathering, the stand needs to be eye-catching and attractive but also should convey solid information.

• Latest offerings need to be on the stand (esp. Launching new product).

• It is often useful to have an area that is away from the public view so that potential customers can discuss their needs with salesperson in private.

• Refreshments area can be available.

• The quite area can also serve as a rest area for stand staff

6. Plan follow-up activities

• Business-cards must be taken.

• Follow-up calls/visits.

• Should not be delayed (in a month

after the exhibition).

• Delay allows the competition to get the business.

7. Plan the “project”-logistics

Ensuring that the equipment, furnishings, promotional material and staff are all transported to the exhibition at the right time and arrive in good condition to make exhibition a success.

8. Evaluate and follow-up

Once the exhibition is over;

• Follow-up sales and promotional activities need to be carried out

• The success of the show should be evaluated (by formal market research, or by counting the number of leads generated, or number of visitors to the stand etc.).

Alternatives to exhibitions

• Private exhibitions

• Road shows.

Auto Show

Auto Show

Auto Show

Auto Show

Tüyap Book Fair

London Boat Show

http://www.youtube.com/watch?feature=player_embedded&v=uQeQI5_cg8w