QUALITATIVE RESEARCH COMPARING MARKETING TOOLS BETWEEN TRADITIONAL AND INTERNET FAIRS (VI-final)

Chapter VI: Strategies, Plans, and Actions

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.

 

By:

Jose Ramon Sanchez

Author Note

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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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