Marketing and selling in favourable economic conditions:

Exhibitions marketing

Prasanna PERERA, Marketing and Management Consultant, Chartered Marketer, CIM U.K.

Every weekend there are different types of exhibitions held in Sri Lanka at the BMICH and the Sri Lanka Convention Centre. Techno, Infotel, Hotel Show, Bridal Fair, the list goes on. Many organizations participate in these different exhibitions, but my concern is, do they get the maximum benefits. Hence, this brief article will address exhibition marketing and tips to maximize benefits of participation.

What exhibitions should we participate in?

The following factors need to be considered.

2.1 The Venue - Is it popular and the infrastructure suitable
2.2 The Organizer - Their reputation and experience
2.3 Sponsors - Who are they?
2.4 The target audience expected to attend
2.5 The duration and timing
2.6 The cost of participation - All costs not only the stall fee
2.7 Manpower required and the availability of same
2.8 Past experience in participation and the effectiveness
2.9 The publicity provided by the organizers to attract good participation
2.10 The prestige and status of participation

Deciding on what exhibitions to attend is often difficult, given the options available. Further, exhibitions need to be integrated into the overall marketing strategy of the organization.

Pre-planning

There are several aspects that need to be planned in advance.

3.1 The stall design and layout. This is very important to project the correct image.
3.2 Roster of staff to ensure that no individuals are overworked.
3.3 Budget approvals, covering all expenses, including incidentals.
3.4 Marketing collaterals such as required brochures, leaflets, name cards.
3.5 Products required for display purposes.
3.6 Pre Publicity of participation through advertising and promotions.
3.7 Invitations to be sent out and the timing of invitee visits to the exhibition stall.
3.8 Any side events being planned to coincide with the main exhibition.

Pre planning is critical to ensure the maximum mileage from the exhibition and the ROI (Return on Investment). Starting early and working together as a team (task force) is the key.

At the exhibition

Once the exhibition commences your booth becomes a “theatre” and all actions are noticed by other participants and visitors. Hence, a professional outlook must be presented at all times.

A few important points to note are given below.

4.1 Never leave the booth unattended, since you might miss on important customers and clients.
4.2 As visitors approach your booth, professionally invite them to take a look.
4.3 Collect name cards of all visitors for follow up purposes.
4.4 Using audio - visual material is useful to stand out from the clutter and get noticed.
4.5 All visitors to your booth must be attended to, by someone representing your organization.
4.6 Make sure that the roster is followed and any contingencies are taken care of.
4.7 Shop your competition and find out what they are up to. Exhibitions are very useful to gather competitor information.
4.8 Liaise with the organizers and try and get maximum publicity for your company booth. (Through PA Systems and advertisements)
4.9 Avoid spending too much time with friends, who may visit the exhibition.

Exhibitions are expensive to participate and maximum benefits must be obtained through professionalism.

Post exhibition

Many activities have to be carried out, post-event. They are listed below for easy reference.

5.1 A team review needs to be carried out, for learning purposes. These outcomes must be documented for future reference.
5.2 Communicate with the organizers and highlight the positives and the negatives.
5.3 All visitors should be thanked personally and their requests for information, quotations followed up. (Within 48 hours of exhibition ending).
5.4 All expenditure should be reviewed against budgets. Any over runs should be justified.
5.5 Estimate the benefits of participation, quantitatively and qualitatively. Potential orders received, number of inquiries, advertising and mileage obtained.
5.6 Take a decision objectively about participation in the future. It is better to take this decision when all details are fresh in your mind.

Participation in exhibitions is time consuming and resource draining. Further, there is an opportunity cost of participation. Planning is the key, followed by a team based execution strategy.