Exhibitions

1. Exhibitions Fairs, Markets, Shows

2. 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

3. 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

4. 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)

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

6. 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

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

9. 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

10. 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 Shipley et al (1993)Which is the best way to:

12. 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 Advantages and disadvantages

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

14. 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

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

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

17. 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)

18. 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, 117-30 • Blythe, J in Pickton and Broderick (2001) Integrated Marketing Communications Prentice Hall • Morgan, M.E. (1996) Marketing for Leisure and Tourism Prentice Hall