Exhibitions Fairs, Markets, Shows

Definitions A temporary forum for sellers of a product category to exhibit and demonstrate their products to prospective buyers Blythe (2000) ‘ The opportunity for your company to meet thousands of genuine sales prospects in person. A self-selecting audience whose buying power is guaranteed. In just three days an exhibition can enable you to reach your market in a way that no advertisement or direct mail can.’ Recman publicity 1993 in Morgan 1996

Expenditure on trade shows 20-25% of the budget for business communications goes on exhibitions (Dudley 1990, Gopalkrishna, Lilien et al 1995) the largest proportion of marketing expenditure after sales force and advertising

Is it money well spent? “The major reason we go to trade shows is that our competitors are there.” “The only ones to get anything out of trade shows are the show management the hotels and the prostitutes!” Burton L Solomon in Bonoma 1983)

Exhibitor Objectives Sales Relationships Marketing Communications Intelligence Gathering Exhibition Exhibitor priority Visitor priority

Which is most important? Shipley et al (1993) Meet new customers Enhance company image interact with customers promote existing and new products Get competitor intelligence

keep up with competitors enhance staff morale general market research take sales orders

Visitor Objectives Not much research but this is probably typical To seek information and literature 98% To find out what is new, to compare 95% To discuss business 15% to make or renew business contacts 7% to place orders 3% Group Organisers to Days Out Fair STB 1988 in Morgan 1996

Shipley et al (1993) Which is the best way to: Meet new customers Enhance company image interact with customers promote existing and new products Get competitor intelligence Direct Marketing Trade magazines Personal selling Product launch events Exhibitions

Advantages and disadvantages Self-selecting audience 3D multi-media display Demonstration and negotiation Synergy of a big event Opportunity for IMC Creation of new leads Opportunity to enhance relationships with key customers Dependent on the organiser to attract genuine buyers High costs of staff, materials etc Competitors also there Needs prompt and effective follow-up

Types of exhibition de Pelsmacker Public Fairs General interest Special interest Trade Fairs Horizontal Vertical Conference - linked Trade mart The division between sellers and buyers objectives is often hard to make

Trade Show Selection Reach - quantitative and qualitative profile of visitors Fit with product, company, market Reputation and fame of event Presence of competitors ‘be seen to be seen’ Potential media coverage Supporting activities - seminars, seminars, networking social events past experience

The recipe for success? Prompt and effective follow-up of sales leads Friendly helpful staff, hospitality and entertainment to build relationships PR, ads, DM to tell people you are there Stand design, competitions and promotions to attract visitors. Effective literature. Exhibition Exhibitor priority Visitor priority Sales Intelligence Gathering Relationship Marketing Communications

Evaluation Distribution of literature visitors to stand leads sales resulting cost per lead/sale

What steps to evaluate success? 21.9%None 13.4% Debriefing meeting 30.8% Number of visitors to the stand 10.4%Enquiries received after event 7.5%Appointments made as a result 40.3%Resultant orders (more than one answer possible)

References De Pelsmacker et al (2001) Marketing Communications Prentice Hall ch 15 Shipley, D and Wong, K.S. (1993) Exhibiting Strategy and Implementation International Journal of Advertising 12, Blythe, J in Pickton and Broderick (2001) Integrated Marketing Communications Prentice Hall Morgan, M.E. (1996) Marketing for Leisure and Tourism Prentice Hall