The fair is a
fundamental tool in industrial enterprises marketing strategies, since one of
its strong points is adapted to the specificities of the markets business to business.
Due to the technical complexity of products subject to exchange, demonstration on
site of the possibilities that offer industrial products becomes a key value of
exhibitions against other commercial tools. The high interdependence between
suppliers and industrial customers can be enhanced by the social nature of
events, thus facilitating the establishment of business in a more relaxed
atmosphere. The complexity of the industrial purchasing process has much to do
with the high number of individuals with influence or decision in the same
capacity. The fair allows, at a reasonable cost, establish contact with many of
these people. However, today many companies regard attendance at a fair as a
punctual Act, which must be tackled, not infrequently, as a lesser evil. This
lack of planning leaves betray a lack of confidence in the potential of the
fair as a business tool, giving the paradox that complain about companies that
do not establish goals for events in which are involved or not defined systems
of follow-up of contacts generated in the contest, then, that the investment in
trade fairs is not profitable.
Optimizing the
presence in the contests implies to consider this tool, from a point of view
strategic, which implies, align the objectives fair with business objectives, establishing
measurement systems of trade fair participation. This allow not only to justify
the investment fair, but above all improve the future exhibition action, deal
comprehensively with all and each of the decisions taken by the Exhibitor
before, during, and after the fair, taking into account at all times the aims
pursued. Considering the fair, as a multidisciplinary tool that allows we to
take advantage of the synergistic effect of various tools of marketing
available to industrial enterprise to comply with the objectives of fair and
which requires a comprehensive planning process.
In this sense, the precepts applied
to the Integrated Marketing communications are perfectly valid for exhibition
planning. Under the name as an extension of integrated marketing communications
and communications integrated exhibition, precepts that have to be taken into
account when developing the exhibition program can be defined: consider the
fair as a two-way communication process, so important is the communication
initiated by the company as to which part of the visitor. We have to be aware
of the importance of managing each contact maintained with public order to the
Exhibitor, whether before, during or after the exhibition. The fair can become
an ideal tool to keep members of the exhibiting company, from managers to the
staff of direct labor, direct contact with the market players, such as
customers, press, distributors, and transporters, among others.
The possibility
offered by the fair to develop custom actions requires a thorough understanding
of the target audience. The Exhibitor should exploit the information available
on the recipients of the fair campaign and, at the same time, demand fair
entities data environment to the visitors of the event as well as other
quantities of interest. The fair schedule does not finish with the fair. The
follow-up of contacts enables us to leverage efforts, while the evaluation of
the trade fair activity will help the exhibitor to improve future decisions.
Develop a fair plan in writing that serve to ensure that staff know what is
intended and can be tracked. In short, the fair is a tool with a great
potential but that requires a process of rigorous and systematic planning with
clear and defined objectives from the company's global marketing strategy. The
application of the concept of integrated communications exhibition aims to
ensure Exhibitor optimization efforts, maximizing the value of various
Marketing tools can contribute to the fair calendar.
The need of
training to personnel that can implement the new tactics of marketing for small
and medium-sized enterprises of Tampa Bay continues to increase. The
possibility of adaptation of enterprises to the new marketing strategies
through the Internet specifically the virtual fairs, is accentuated. With these
tactics the entrepreneurs can, at a low cost show their products and/or
services in other markets and which can at the same time, acquire raw
materials, finished products and/or technologies, coming from other markets.
Jose Ramon
Sanchez was born in Caracas, Venezuela, with over thirty years of experience in
the business world, mainly in the fields of Graphic Arts and the Agroindustry.
He is a University professional visionary, inspiring, competent and consistent
with his ideals. Highlight in him a leadership capacity, and a solid knowledge
of his profession. His Bachelor's degree is in Business Administration, specialty
marketing (BBA, Major: Marketing). He has extensive experience in Project Management
and in the understanding of the business issues.
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Electronic
Addresses Regarding to Fairs and Events
www.aeo.org Asociación de
Organizadores de Ferias
www.afe.es Asociación Española
de Ferias
www.aimfe.com Asociación
Española de Marketing Ferial
www.auma.de Asociación alemana
del Sector de Ferias y Exposiciones
www.ceir.org
Center for Exhibitors Industry Research
www.eventoplus.com Sitio con
ideas, consejos, herramientas, proveedores y noticias
www.exhibitsurveys.com
Consultoría especializada en estudios sobre el sector ferial
www.iaem.org Asociación
Internacional de Gestión de Eventos
www.tradeshowresearch.com
Estudios e investigaciones referidos al sector ferial
www.ufinet.org Unión de Ferias
Internacionales
Appendix
A: Solicitation and Electronic Questionnaire
Interview among Small and Medium Size Enterprises
in the Tampa Bay Area
|
SOLICITATION:
Hello!
My name is José Ramón Sánchez and I am conducting an interview among
small and medium size enterprises in the Tampa Bay area as part of my Master’s
Degree research project at the Universidad Metropolitana, part of the Ana G.
Méndez University System, Tampa Bay campus. This qualitative research has as
objective, to explore the attitudes and perceptions about trade shows among
small and medium-size business owners. The results of this study will be used
specifically for academic purposes. You can ask for these research results by
contacting jsanchez67@email.suagm.edu this is a multiple-choice exploratory
questionnaire of 17 questions. Please, answer each question sincerely. You
can withdraw from this research at any time without any penalties or harm to
your persona.
|
|
#
|
Question
|
Type of Question& Measurement
|
Measurement Units
|
|
1
|
Define in your own words and experience what is a trade
show
|
Open
|
N/A
|
|
2
|
Have you ever participated in a trade fair event?
|
Binomial
|
Yes/No
|
|
3
|
If you answer YES to question #2, choose from the
following reasons why:
|
Multiple Selection
|
It is a good
place to make business contacts
It is ideal
for professional networking
It is where
we can go to hear the latest commercial trends
It allows us
to update the goods of our company
Other
(please specify)
|
|
4
|
Have you participated in a trade fair event during the
last two years?
|
Binomial
|
Yes/No
|
|
5
|
If you answered NO to question #3, choose from the
following reasons why:
|
Multiple Selection
|
It is a waste of time
I do not
consider it beneficial to my business
It is
expensive to attend
Not aligned
with my line of business
I do not
have the personnel to leave my place of operations for several days
Other
(please specify)
|
|
6
|
Do you know about the existence of Internet Trade Fairs?
|
Binomial
|
Yes/No
|
|
7
|
Do you think virtual fairs could help your business
develop?
|
Binomial
|
Yes/No
|
|
8
|
Have you ever participated in a virtual trade fair?
|
Binomial
|
Yes/No
|
|
9
|
If you answered yes, to question 7, which have been your
experience in that (those) event(s)
|
Binomial
|
Yes/No
|
|
10
|
If you answered NOT to question seven, choose from the
following potential reasons why you have not participated so far
|
Multiple Selection
|
The
technology is not for me
I do not
have personnel to handle the technical aspect
I would
rather prefer to have personal contact with people
I do not
have enough information on the subject
Other
(please specify)
|
|
11
|
Do you think that virtual fairs could outgrow the
popularity of traditional fairs?
|
Binomial
|
Yes/No
|
|
12
|
If you answered yes to question 11, why do you think
virtual trade fairs will outgrow the traditional ones?
|
Binomial
|
Yes/No
|
|
13
|
If you answered NOT, choose from the following options the
reason why:
|
Multiple Selection
|
Computers
would never substitute personal contacts
There is no
control over potential attendance
Does not
provide a good way to follow up with consumers
Other
(please specify)
|
|
14
|
How your company uses the Internet? (You could choose more
than one)
|
Multiple Selection
|
Administrative
purposes
Buying/Sealing
Researching
Communicating
with potential clients
Communicating
with existing clients
Promoting
your company
Social
networking activities
Other
(please specify)
|
|
15
|
In what sector of the industry your business you operate.
(e.g., education, health care, design)
|
|
Yes/No
|
|
16
|
What is your sales average in a year?
|
|
Less than $20,000
Between $20,001 to $40,000
Between $40,001 to $60,000
Between $60,001 to $80,000
$101,000 or more
|
|
17
|
How long are you in your current business?
|
|
Less than 5 years
Among 5 to 10 years
Among 10 to 15 years
More than 15 years
|
Appendix
B: Question 1 Interview Transcripts
|
Answer
# 1
|
Define
in your own words and experience what is a trade show:
|
|
Responder
# 1
|
A special activity where people
go to look for new technologies and organizations participate to expose their
new products or services
|
|
Responder
# 2
|
A place in which I can make
business contacts and learn about industry trends
|
|
Responder
# 3
|
My experience have been very
interested because this is the good place to make business and meet any
persons
|
|
Responder
# 4
|
I have been participated in many
trade show along my life and I have had good experience because is a good
place for meet any business contact
|
|
Responder
# 5
|
It is an exhibition organized by
groups of companies on a particular topic in order to display their products
or services.
|
|
Responder
# 6
|
A trade show is an exhibition
organized where companies in a specific industry can showcase and demonstrate
their latest products, services, study activities, projects, and examine
recent market trends and opportunities. I think is good opportunity to meet
people or professionals in you are of expertise and create business relationship
or alliance.
|
|
Responder
# 7
|
No familiar with it
|
|
Responder
# 8
|
It is a show where expositors
share their information to customers
|
