This is another novel way of marketingnot that it is new but that its relevance in promotions cannot be ignored. Fairs and exhibitions serve as a wonderful forum for technical discussions, delegations to discuss various commercial aspects and serves as a one-stop shop for discussions, negotiations and closure of sale. The article brings out the potential benefits in this approach.
The foundation of the modern consumer-oriented marketing concept rests on human need. A successful marketing strategy involves, addressing a specific segment based on Maslow's hierarchy of needs, to ensure that adequate want and demand are fostered. Promotion, which is one of the four P's of marketing mix, plays a major role in this regard. Its prominence increases many times in a tertiary economy.
An exhibition is generally defined as a temporary, time sensitive marketplace organized by an individual or multinational, where buyers and sellers intermingle for the purpose of purchasing displayed commodities or services, either at the time of presentation or a future date. Exhibitions can either be international or national, trade or consumer, commercial or non-profit or combinations of the above. An exhibition is also an organized display of works of art, science and industry.
One of the primary functions of an exhibition stand is to make a calculated impression on target visitors. Designing an exhibition stand is purely an artistic exercise and the designer should design keeping in mind the visitors visual tastes. Aesthetic reactions vary from country to country, culture to culture and person to person. Hence, the exhibition stand design must help the exhibitors to achieve their objectives. The design must also meet the physical needs of the people, with enough room for a comfortable efficient environment.
Keeping a track of potential customers and dissemination of information are major functions of an exhibitor. Depending on the needs, the exhibitor may record the names and details of serious business visitors. Display of sales literature, brochures, leaflets, and information material help visitors to have an insight into the company or product details. |
