Participating in an exhibition part 1

 

A to Z of participating in an Exhibition - 1

First step towards partcipating an exhibiton is home work. Clarity on the objective and direction are key requirements. Since exhibitions are platform that can be used for multiple objectives, one needs to be clear about the individual objectives first. For example, exhibition can serve as platform to find new customers or to get in touch with old ones. Much of these things are dependent upon present position of brand or business, direction planned, and immediate result expectations.

Objectives can be one or more of below:

Brand awareness.

Sales.

Consumer interface.

Research.

Support for distribution chain.

Once overall objective is worked out, then the position of brand on product life cycle curve comes in (newly launched, growth phase, established product, etc). Depending upon broader objectives & brand position, more specific question needs to be answered such as:

Who are our target audience?

Who are we trying to attract, new customers or existing customers?

Sales conversions or enquiries?

Once the objectives are clear, the entire exercise of participating in an exhibition becomes highly rewarding, as not only the objectives but expectations too are precisely defined.