2.

What is the role and importance of trade shows in Integrated Marketing

Communications (IMC)? How can IBSS help? What booth size / employee
attendance will maximize IBSS potential?

Trade shows were a unique sales and marketing medium and a typical trade show
run for two or three days and most of these face-to-face events were aimed at
business audiences. The reason buyers attend the trade shows is to see new
technology or products. When buyers were asked to identify the most useful sources
of product information, exhibitions were the most often mentioned (90 percent),
followed by the direct sales and field sales (75 percent), public relations, internet,
direct mail, trade advertising and telemarketing.
In United States, firms spent $7.5 billion on trade show exhibit space and 42million
visitors attended.B2B marketers viewed face-to-face events as the most effective
tactics for generating leads and building brand images.
The main importance of trade shows are:
1) Because of the trade shows, the most active prospects and customers come
to the exhibiting company to know about the products
2) Companies could demonstrate products, answer questions, overcome
objections and interact face-to-face with their current or potential customers.
Trade shows helps the customers to get an interaction with the company,
clear the doubts of the customers and helps in identifying the useful
information about the product which makes the customer feel comfortable
about the product.
3) Companies could build on all five human senses in order to deliver impactful
and memorable messages. This makes the customer remember the product
as they have seen it and experienced face-to-face and feel more connected.
This may create a positive image in the customers about the product.
4) Multiple marketing goals could be pursued at once i.e. from long-term
relationship-building to immediate sales lead generation.
5) Most of the customers are planning to purchase the directly by attending the
show as there will be more products where the price can be compared with
the other products which has some direct buying influence
Because of Trade shows, the majority of the attendees were planning a purchase in
the next 12months and had some direct buying influence. Trade show interactions
had an impact beyond the show itself. Estimates suggested that show attendees
would share the information they had received at the show with other people in
their own companies. This is important that exhibitors created positive and
memorable show experiences.

Following up on trade show leads could be effective and efficient. In the absence of
prior trade show interaction, it took on average one initial sales meeting and 2.7
follow-up field sales meetings to close a sale.

The International Boston Seafood Show:

The IBSS was held annually at the Boston Convention & Exhibition Center and was
the largest seafood show in the United States. The shows covered the full range of
industry players. The show drew decision-makers from food retailers, food service
providers and distributors. This helps in bringing more and new customers as the
most visitors will have purchasing authority and are looking for new products.
81% said that they found new products at the show, 73% had planned purchases
after attending the show and 88% wanted to return from year to year.
The above figures gives the information that the consumers are attending the show
to find more new products and purchase the products there itself as they will have
some direct buying influence.
Because of the above uses, the IBSS helps in bringing more customers to the shows.
The space and size needed for the booth are:

Square Footage needed for Exhibit

Density Target
Open area needed for interactions
Space for kitchen
Space for exhibit elements

Boothsize needed
Total staff needed
Based on visitors flow
Kitchen staff
Extra staff

Total Staff needed

4
600
350
250
1200
10
3
4
17