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21-Nov-23 11:32:12 AM

Trade Fairs and Exhibitions | Product Promotion |

International Marketing

Contents:

1. Meaning of Trade Fairs and Exhibitions

2. Types of Fairs and Exhibitions
3. Objects of Participation in Fairs and Exhibitions
4. Preparation for Fairs and Exhibitions
5. Advantages of Fairs and Exhibitions
6. Disadvantages of Fairs and Exhibitions

1. Meaning of Trade Fairs and Exhibitions:

Fairs and exhibitions constitute the means of presenting goods and services in
an attractive manner with the aid of colour, light and motion in order to catch
the imagination of the visitor, attract his attention and get him interested in
the goods or products displayed. They help in reaching the public who may
not be reached in any other way or who by nature would disregard other
media of publicity.

In other words, exhibition is a congregation of showrooms of different

manufacturers under one roof. Exhibition is a huge gathering of businessmen
and manufacturers from different parts for the purpose of display,
demonstration and booking orders. Trade fairs are also huge fairs where the
display and demonstrations are combined generally with entertainment.

Trade fairs and exhibitions play an important role not only in domestic
markets but in international marketing too by bringing potential buyers and
suppliers/ manufacturers in contact and imparting information about the
relevant developments around the world. In certain cases, they have a special
significance.
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For example, in Libya where media advertisement for products is not

permitted, the annual Tripoli International Trade Fair is very important and
popular means to promote products and business.

Organising international trade fairs and exhibitions is not new to humanity

but they are now becoming increasingly popular. Basically, these are the
publicity tools where goods are displayed by the manufacturers in an
attractive manner in order to catch the imagination of the visiting public and
attract them with a view to get them interested in the objects or goods
displayed.

In trade fairs and exhibitions, generally, the goods are displayed and their
working is demonstrated, if the goods are of technical nature with a view to
create the demand in the market. Generally, goods are not offered for sale,
they are only displayed but very often consumer goods of small value are
sold there on cash terms.

The items of daily use, foodstuff, electronic goods and auto products are
advertised effectively through fairs and exhibitions. Trade fairs are organized
in India by the Trade Fair Authority of India with the help of different
industries and associations of manufacturers at different places of the
country. These trade fairs are now organised on different themes such as
Auto fair, Book Fair, Stationery Fair, Furniture Fair, Handicraft Fair, Good
Living Fair, Packaging Fair, Leather Fair, and Plastic Fair.

Agro Product Fair, defence Fair, Transport Fair, Science and Technology
Fair,” Gem and Jewellery Fair, Small Scale Industries fair etc. Besides them
fair general trade fairs are also organized by Trade Fair Authority of India on
annual basis on fixed dates such as India International Trade Fair, Delhi.

Though fairs traditionally have been the medium of trade since time
immemorial, the use and popularity of trade fairs and exhibitions has
increased tremendously now-a-days. So has increased the number of trade
fairs and exhibitions. International trade fair is a popular marketing tool in the
recent years. Over 2000 trade fairs are conducted every year in over seventy
countries. Some are so popular that exhibitors book space for them years in
advance.
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There is no clear demarcation between an exhibition and trade fair and these
terms are commonly interchanged. A trade fair, however, as its name implies,
is target directed. It is staged for the purpose of selling goods or
demonstrating new ideas or techniques. An exhibition, on the other hand, is
not specifically for trade but for the public. However, in the new concept of
exhibition sale is witnessed.

2. Types of Fairs and Exhibitions:

Fairs and exhibitions are of following two types:

1. General or Horizontal Fairs and Exhibitions:

In general fairs, almost all types of goods—consumer as well as industrial—

are exhibited. The participants in the fairs come from domestic and
international markets. The general fairs attract visitors of all ages, tastes and
types and therefore require good place to show consumer goods or new
products.

Separate pavilions may be set up for each nation or domestic manufacturers

or for a group of national or international manufacturers.

Exhibits of one group may also be displayed in one pavilion. Such

exhibitions and trade fairs are generally visited by business firms as well as
general public. This is a good medium of disseminating information or to
make the public aware of the newly manufactured product which is about to
enter the market.

The examples of such fairs are India International Trade Fair organised
every year in Delhi and Milan Trade Fair, Milan.

2. Specialised or Vertical Fairs and Exhibitions:

These fairs and exhibitions are highly specialised in the sense that only
specific products are displayed there.

For example, the leather fair in Paris or the Book Fair in Frankfurt,
International Book Fair, New Delhi, Auto Expo, New Delhi, Mumbai Sea
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Food Fair, Hanover Engineering Fair etc. These fairs are intended only for
trade and industry and not for the general public.

The main purpose of organising such fairs and exhibitions is not only to
conclude deals immediately but also to have first-hand knowledge of
technical developments in that field in various countries or to identify
business partners on a long term basis or to get ideas for product development
and planning.

Such fairs and exhibitions may be organised by the government company or

specialised promotion institutions.

Specialised fairs and exhibitions may be classified into following two

categories:

(i) Solo Exhibition:

‘Solo’ exhibitions are organised by the government of a country in another

country where the market prospects of its export products are bright.
Generally the Commodity Boards, the Export Promotion Councils or other
government agencies organise such exhibitions.

The exhibition may be a specialised one where only a limited number of

products are displayed or it may be a general exhibition to display all the
important export products of the country organising the exhibition. Indee-79
is the best example of a specialised ‘solo’ or ‘national’ exhibition. It was
organised by the Engineering Export Promotion Council in 1979 in Indonesia
to exhibit Indian engineering products.

(ii) Company Exhibition:

Such an exhibition is organised by an exporting firm in another country to

exhibit its own products. The exhibition may be open for traders or for both
traders and consumers.

3. Objects of Participation in Fairs and Exhibitions:

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The aim of modern International Fairs and Exhibitions is not merely to

increase the sales but it has also widespread objects:

(i) To find the prospect in international markets.

(ii) To develop a long term market on international level.

(iii) To study competitive products and services.

(iv) To offer an opportunity to the customer to make comparative study of

different producers and products and services.

(v) To motivate transfer of technical knowledge.

(vi) To see the manufactured goods of other countries by the producers of a

country and to know their experiences.

(vii) To provide the consumers information personally about the new

products and if a product has more than one use it should be exhibited.

(viii) To exhibit the heavy products physically.

(ix) To open path for commercial agreement with other countries.

(x) To make agreement of collective adventure with the producers of other

countries.

(xi) To present proposals of foreign financial cooperation.

(xii) To show the picture of progress achieved in one’s country in various

fields before the foreign consumers and producers.

Therefore fairs and exhibitions are important methods of sale promotion.

These fairs and exhibitions are organised on local, regional, national and
international levels. Fairs are often held on historical or religious base and
they have fixed place and fixed time. But the exhibitions have no fixed time,
no fixed place and no fixed organiser.
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5. Advantages of Fairs and Exhibitions:

Fairs and exhibitions have important place in sales promotion. New products
are displayed. To promote the business of a country the government itself
organises commercial fairs and on the basis of government policy,
Departments of the government and companies have to participate in them. In
these fairs not only the traders and businessmen are invited but also the
common people.

The success of participation depends on the position of the stall, exhibition of

products and other products of attraction. It is necessary to draw the attention
of the consumers because they often visit these fairs and exhibitions just for
amusement. Therefore customers are given many types of concessions and
facilities. They are attracted by giving free calendars, samples or diaries or a
cup of tea or coffee.

The main advantages are as follow:

(i) Small Manufacturers:

Small manufacturers who are not able to advertise in foreign countries on

large scale find an opportunity to exhibit their products. They also get an
opportunity to know the reaction of customers on a large scale.

(ii) Display of Heavy Items:

Many items which are heavy and occupy much space cannot be taken to
places of customers for displaying. So they can be easily displayed here.

(iii) Feedback:

The manufacturers of new products not only advertise their goods through
exhibitions but also get the feedback and proposals of customers.

(iv) Wide Contacts:

Through these exhibitions an advertiser comes into a wide contact at one

time.
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(v) Fuller Explanation:

In exhibitions an advertiser can explain all the things about his product in full
detail.

(vi) Wide Business Contacts:

While participating in these exhibitions business circles widen. Not only have
the exporters participated in them but also the suppliers of raw material,
technicians and manufacturers of machinery.

(vii) Knowledge Regarding Competitors:

One gets knowledge regarding other competitive products and knows about
good and bad quality of the product. One comes to know about the thoughts
of other traders.

(vii) Other Benefits:

The businessmen who visit these fairs get information about government
policies, government incentives and prospects of business. For example, Sea
Food Export Association and Marine Development Authority provide full
information regarding export to the traders who visit India Sea Food Fair.

6. Disadvantages of Fairs and Exhibitions:

The following are disadvantages of fairs and exhibitions:

(i) Irregular:

This medium of advertisement cannot be used regularly because they are held
irregularly.

(ii) Cost:

Much expenditure is incurred on such advertisement because fairs and

exhibitions are arranged separately.
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(iii) Limited Effect:

This advertisement affects only those customers who visit the exhibitions.
Small traders feel insignificant before big advertisers. Moreover, they are not
successful in attracting many people towards their stalls.

(iv) Others:

The officials of the business have to face additional burden due to their
participation in these fairs and exhibitions. Due to these fairs they have to
leave their other tasks and have to remain present in these fairs. They have to
complete many formalities also.

Developing & Planning a Successful

International Promotional Campaign
A promotional plan is a valuable marketing tool when it comes to launching a
new service or product or expanding your market reach into new verticals or
demographics. When planning a promotional campaign, keep in mind that a
successful campaign achieves all of the following desired outcomes and
goals:

Your promotional message reaches your intended and targeted audience.

Your audience understands your message.
Your message stimulates the recipients, and they take action.
The question is how you achieve these outcomes with your campaign. The
process is natural, but it takes "planning" time. Here are seven steps that will
get your campaign off to the right start.
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Assess Marketing Communication Opportunities

It's essential to examine and understand the needs of your target market. Who
is your message going out to? Current users, influencers among individuals,
decision-makers, groups, or the general public?

What Communication Channels Will You Use?

In the first step of planning, you should have defined the markets, products,
and environments. This information will assist you in deciding which
communication channels will be most beneficial. Will you use personal
communication channels such as face to face meeting, telephone contact, or
perhaps a personal sales presentation? Or will the nonpersonal
communication such as newspapers, magazines, or direct mail work better?

Determine Your Objectives

Keep in mind that your objectives in a promotional campaign are slightly
different from your marketing campaign. Promotional objectives should be
stated regarding long or short-term behaviors by people who have been
exposed to your promotional communication. These objectives must be
stated, measurable, and appropriate to the phase of market development.

Determine Your Promotion Mix

This is where you will need to allocate resources to sales promotion,
advertising, publicity, and, of course, personal selling. Don't skimp on either
of these areas. You must create awareness among your buyers for your
promotional campaign to succeed. A well-rounded promotion will use all
these methods in some capacity.

Develop Your Promotional Message

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You will need to sit down with your team and focus on the content, appeal,
structure, format, and source of the message. Keep in mind that appeal and
execution always work together in promotional campaigns.

Develop the Promotion Budget

You must now determine the total promotion budget. This involves
determining cost breakdowns per territory and promotional mix elements.
Take some time to break down allocations and determine the affordability,
percent of sales, and competitive parity. By breaking down these costs, you
will get a better idea of gauging the success potential of your campaign.

Determine Campaign Effectiveness

After marketing communications are assigned, the promotional plan must be
formally defined in a written document. In this document, you should include
situation analysis, copy platform, timetables for effective integration of
promotional elements with elements in your marketing mix. You will also
need to determine how you will measure the effectiveness once it is
implemented. How did the actual performance measure up to planned
objectives? You'll need to gather this information by asking your target
market whether they recognized or recall specific advertising messages, what
they remember about the message, how they felt about the message, and if
their attitudes toward the company were affected by the message.