OBJECTIVES AND TARGET GROUPS 465decided to reposition the fair for a younger public by changing the activities and offerings at the fair and by branding
and communicating it differently.
Flanders Expo felt that the fair needed more short adventure vacations on offer and decided to work more on
excitement, kicks and adrenaline. It implemented new activities at the fair, such as a four-wheel drive section, an
outdoor bungee jump, an evening event where visitors could watch travel movies and listen to traditional music
from abroad, a rope and obstacle course, etc. The fair now offers adventure to the elderly but also to the young
public looking for kicks. In order to reposition the fair, the organisation has chosen to strengthen the brand in the
consumers’ minds but also to take in a new, unoccupied position that consumers could value and appreciate. The
fair is still the fair it was before, but the organisation has extended and renewed it. The limitation of the first
positioning was that the organisation over-positioned the fair, installing too narrow an image. The repositioned
Adventure Affair is now a concept that attracts a young as well as an older public.
The organisation has changed the fair and communicated its repositioning by means of a new media campaign.
First of all, the organisation worked together with two radio stations, Studio Brussel and Q Music. Studio Brussel is
an alternative rock radio for younger people. Q music is a more general radio station but also attracts a younger
public. A print campaign was also developed in an innovative and attractive way: a woman was pictured in the
mouth of a shark. All the communications tools conveyed the message that the fair was an event where people
could find extreme kicks, and that it was not just a fair for adventurous travelling. Another marketing tool used by
the organisation was to co-operate with a popular adventure-type TV programme in Belgium, Expedition Robinson.
In this programme 15 people go to live on an uninhabited island. They have to survive by searching for their own
food, and the contestants also have to do tests. The person who can stay the longest on the island becomes the
Robinson. In 2005, the selection for the candidates who wanted to participate in the programme took place at
Adventure Affair. Applicants could register their interest in advance on the website and then had to take part in an
adventurous activity while at the fair. The organisers also actively encouraged visitors to register via the website.
While doing this, they could indicate what their interests were, meaning that they could receive relevant newsletters
during the year.
The repositioning was a success. The level of appreciation from the visitors as well as from the exhibitors was
higher after the repositioning than before it. In 2003, the number of fair visitors was 15 239; in 2006, there were
17 066 visitors. The number of exhibitors increased from 96 in 2003 to 112 in 2006. The surface area of the fair
increased from 2559 m^2 in 2003 to 5153 m^2 in 2006.^15Exhibitions are a part of a company’s relationship marketing programme with its customers
and are also a PR tool to support the corporate image of the company and the quality and fame
of its brands. Companies not participating in certain exhibitions or trade fairs may send out
negative signals to the market. Customers and prospects will have questions about the
absence of a company at a trade fair, and competitors will try to profi t from its absence.
Multinational companies may increase their international brand awareness and sales by par-
ticipating in foreign trade fairs. Th is could lead to new contacts and sales contracts in new
foreign markets. For instance, Russian and Asian trade fairs may help European companies
develop markets outside Europe. Oft en they will be able to enjoy fi nancial and organisational
support from governmental export departments. Overseas trade shows are the least costly
and most effi cient way to check out international opportunities for franchisers with expansion
plans who want to determine interest in their concept before making further investments.
National franchise exhibitions in Birmingham, Valencia, Brazil, Hong Kong, Singapore and
Milan have all averaged between 15 000 and 30 000 attendees.^16
Th ere is no quicker way to learn about the new products and policies of competitors
than by participating in exhibitions and trade fairs. Competitor analysis and comparing own
products and prices with those of competitors could also be an objective for participating
in an exhibition. Trade fairs oft en off er the opportunity to build relationships with customers.
Clients feel important if they are treated as VIPs (champagne, food, personal demonstrations
of novelties, etc.) at fairs and exhibitions. Companies oft en have special guest suites and
activities reserved for their best customers. Sometimes, exhibitions and VIP arrangements forM14_PELS3221_05_SE_C14.indd 465M14_PELS3221_05_SE_C14.indd 465 5/6/13 3:00 PM5/6/13 3:00 PM