Marketing Communications

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Marketing Communications

• Exhibitions and Trade Fairs

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Exhibitions and Trade Events

• Role of exhibitions and trade fairs in the mix of
  sales promotion tools
• Assessing the effects of exhibition activity
• The main issues in planning an exhibition
• Strengths and weaknesses of exhibiting
• Which marketing objectives do exhibitions best
  address?

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Exhibitions

• An effective way for buyers to meet sellers and
  vv
• 1,769m annual expenditure (UK, 2006)
• Difficult to measure effectiveness
• Particularly relevant to business-to-business
• Neutral territory easy to meet contacts

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Reasons for exhibiting

• Meet new customers
• Enhance company image
• Interact with customers
• Promote existing products
• Launch new products
• Get competitor intelligence

• Get edge on non-exhibitors
• Keep up with competitors
• Enhance personnel morale
• Interact with distributors
• Take sales orders
• Meet new distributors

(Shipley, Egan and Wong, 1993) in order of
importance
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Planning an exhibition

• Define objectives
• Research previous history
• Visitor profile
• Exhibitor profile
• Catalogues / Show Guides
• Staffing, The Stand, The Literature, Support
  Promotions
• Follow up
• Logistics

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Managing the Stand

• See module guidebook
• Location
• Layout of the stand
• Stand behaviour

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UK Exhibitions

• The National Exhibition Centre, Birmingham (21)
• Earls Court (4)
• Olympia (2)
• The Royal Agricultural Show, Stoneleigh, Warks
• G-Mex, Manchester
• Excel, London
• Kempton Park

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Earls Court Exhibition Hall, London
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Plan
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List of Exhibitors
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First Stand
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Location
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Enter Here?
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Lectures
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Seminars
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Evaluation of Effectiveness
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Acquiring Data
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Try not to look bored!
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A time and a place!
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Have something interesting to show and say!
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Assignment Structure

• Company Profile
• Divisional Profile
• Market
• Customers
• Competitors
• Trends
• Objective(s) Message(s)

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Assignment Structure

• Communications Plan
• Methods proposed, and how they will be used
• Sample Direct Mail letter or extract from
  Prequalification Document or Advertisement copy
  (one page maximum)
• Gantt chart an idea of timings
• Budget Costs (very approximate)
• Methods to measure effectiveness
• Punctuation, Grammar, Spelling, Layout

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Marketing Commnications A European Perspective

• Situation analysis and marketing objectives Why?
• Target groups Who?
• Communications objectives What?
• Tools, techniques, channels and media How and
  Where?
• Budgets How much?
• Measurement of results How effective?

De Pelsmacker, Geuens, Van den Bergh, 2007, p31
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Future Programme

• Lecture 8 19th March - Lecture notes on
  internet no lecture Topic - - Branding, Sales
  Promotion
• Lecture 9 26th March - Personal Selling
• Easter Break
• Lecture 10 23rd April - Direct Mail
• Lecture 11 30th April Corporate Identity
• 7th May Assignment Review no Lecture