Exhibition planning and management are time-consuming activities, and the marketer will face far more frustrations and problems if the exhibition is actually based in a foreign market. Therefore you will need to concern yourself with:
As a starting point it is essential to define your exhibition objectives clearly so that you then participate in only those exhibitions likely to reach the right audience. Some typical objectives might be:
As a supplementary exhibition activity,exhibitors have the opportunity to update themselves on competitive activity and products,learning of their prices, promotions,new developments and marketing activities.
The numbers and frequencies of exhibitions seem to be proliferating. The sales manager may have the options of trade-only exhibitions,aimed at domestic and international buyers for the particular product group, or consumer exhibitions (often promoting products with an international ‘lifestyle’ theme).
As the sales and marketing budget is probably quite limited, and human resources even more limited, selection of the exhibitions to include in the marketing programme might take account of such factors as:
Successful exhibitions do not just happen;they are the result of long and careful planning.
The sales manager will probably be working with marketing colleagues in planning and participating at exhibitions. With that in mind a few guidelines might be helpful.
The major post-exhibition problem encountered by most exhibitors is follow-up on leads and contacts generated. Some of the enquiries may have been of a very general nature, needing conversion to a specific product or service. Others will require technical data from other departments. Some may need follow-up visits and meetings; others just need postal (or facsimile or telex) communication.
After the exhibition the sales manager or marketer in charge should:
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