1. Exhibiting? In 21st century?
Károly Nagy 2008

2. Content New definitions and perceptions („B2L”?) Return on Investment
Research results
Education
Károly Nagy 2008

3. Why doubts? Changes in perceptions in business, faster, fiercer fight
Changes towards role and sense of fairs and in expectations and
Has / can be / should be basically business role
Károly Nagy 2008

4. Exhibitions, trade fairs today
Real, original 1-to-1 marketing!!!
Marketing tools
Marketing communication tools
Business / sales tools
Innovation-marketing tools
Károly Nagy 2008

5. Marketing tools In marketing objectives like
Nem product, market, tagreg group, strategy
CRM
Personal, direct market research
Assessment of marketability
Obtaining new ideas, concepts (exhibitors and visitors alike)
Károly Nagy 2008

6. Marcomm? ’B2L’? Medium, but also sales – business channel
Neither in ATL, nor in BTL
however p.c of marketing costs in German engineering cos
Medium, but also sales – business channel
Tool of direct communication
Local environs is determining – on contrary to globalised approaches
Károly Nagy 2008

7. Further specialities Complex tool – in space and time alike
Both sides makes preparations and consciously spend a lot on forwarding and receiving advertisements, messages
Itself is the ACT of communication
Specially dialogue operation!
Károly Nagy 2008

8. Exceptional features ‘Immediately consumed durable good’
Each and every contact is a different exhibitions!
Guaranteed quality
Specially suitable and cost-effective for smes
Károly Nagy 2008

9. „Record attempt”
Not repeatable, not replayable, not storable: you must run the record there and then
Its evaluation, and content is relative: hugely depend on preparedness! - you must make preparations to run a record
In a very short time everybody with everybody
Not a regular business situation
(„we shall continue in…”)
Károly Nagy 2008

10. Sales tool? Evidently – direct sales (too)
Direct place of business contact build-up – CRM!
Dialogue suitable for direct feedback:
To produce and offer what the client really needs!!!!!!
This is part of sales process, the specification of product
Károly Nagy 2008

11. Innovation marketing Exhibitors have own R&D department:
2004: 57% : 58%
After fair participation introduces innovation:
2004: 49% , : 57%
Károly Nagy 2008

12. Visitors objectives CE
Károly Nagy 2008

13. Discrepancy of exhibitors’ and visitors’ objectives
Exhibitor objectives
Only 10% is willing to introduce new products
Visitor objectives
Károly Nagy 2008

14. Measuring media values
We have measurements! Credible audited data - CENTREX
Measurements of real market values:
No and geographic stretch of exhibitors
Dimensions of trade fairs
number and geographic spread of visitors
Károly Nagy 2008

15. Return On Marketing Investment (ROMI)
Measuring return has become utmost important:
Measuring ROI is also required by its sales channel feature
With prior established measuring procedures yield and business value of contacts can be followed up
Only if targets were established in advance and returns measured can you correctly assess efficiency and productivity – Expensive or not!
Károly Nagy 2008

16. Process of measuring exhibitors efficiency
Clear targets - business, marketing, exhibition
Paralelly and in accordance with preparing, implementing and follow up and assessment of exhibition participation
Where we start from
Possible measuring points
Possible measuring methods
Elaborating measuring instruments
Implementing trade fair, measuring the measurable
Summerizing and analysing measured data
Establishing efficiency rate
Károly Nagy 2008

17. Examples
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18. Practical experiences
„Survey among INDUSTRIA 2006 exhibitors”
About survey …
95% repetitive exhibitor
47% exhibits more than once a year
Károly Nagy 2008

19. INDUSTRIA 2006 – Preparedness
Cost calculation: 95%
Assessing previous experiences: 89%
Setting exact targets: 44%
Elaborating measuring instruments: only 12%!
Károly Nagy 2008

20. INDUSTRIA 2006 - Expectations
As exhibitors:
Market aspects
Business contact aspects
Sales aspects
As visitors:
Quick,efficient information collection
Competition assessment
General overview of supply
Contact buil up
4,02
4,14
3,2
4,64
4,45
4,27
4,18
Károly Nagy 2008

21. Exhibiting? In 21st century?
Thanks for your kind attention!
Károly Nagy 2008