Marketing Communications

OBJECTIVES AND TARGET GROUPS 467

were discarded and the stand was divided into zones by changes in colour, furniture, textures

and materials. Large screens and chill-out areas enabled visitors to see the message.^19

What is the perception of marketing managers as to the suitability of exhibitions to reach

these objectives, compared with other communications mix instruments? Th is is illustrated

in Table 14.5 , which shows that exhibitions only score higher than competing media on

competitor intelligence goals (observing the competition). To support company awareness

and image, trade fairs also get high scores; nevertheless, half of the surveyed companies stated

that advertising in specialist magazines is equally valuable in reaching that specifi c objective.

Th e results of this study suggest that exhibitions tend to be weaker in attaining the formulated

goals, even in those that were regarded as particular strengths of exhibitions, than other mar-

keting communications instruments.

Exhibitions and trade fairs can be directed at a number of quite diff erent target groups,

each having its own expectations and information needs. Th is will have an infl uence on

designing the stand and choosing what kind of information is presented in what way. Target

groups include customers, prospects, competitors, suppliers, own personnel and journalists

(media). All this depends on the type of exhibition.

Visitors may have a number of reasons for attending an exhibition. Th ey may want to

increase their knowledge about products, services and companies, discover novelties and

evolutions, contact other people working in the same area and prepare specifi c purchases.

As a result, areas of interest and typical questions of exhibition visitors are:^20

z comparing diff erent suppliers and having an overview of supply;

z technical novelties and trends;

z scientifi c information;

z product and system information;

z technical information;

z user conditions;

z prices and sales conditions;

z competitor analysis;

z who the preferred supplier is;

z who may be potential partners;

z training.

Th e more heterogeneous the target groups of the exhibition, the simpler the stand concept

will have to be.

Table 14.5 Trade fairs as instruments to reach specific marketing communications objectives

For objective X Competing medium Y is Worse Equal Better

Meeting new customers Direct marketing 12.7% 32.9% 54.4%

Enhancing company image Magazines 6.8% 52.7% 40.6%

Interacting with customers Personal selling 2.9% 20.2% 76.9%

Promoting existing products Personal selling 15.5% 24.1% 60.3%

Launching new products Own events 3.7% 14.3% 82.5%

Getting competitor intelligence Magazines 29.9% 46.4% 23.7%

Discovering market trends Magazines 19.7% 37.6% 42.7%

Increasing company awareness Magazines 7.4% 58.8% 33.7%

Reaching as many people as possible Magazines 17.9% 32.8% 49.3%

Increasing brand awareness Magazines 5.3% 44.2% 50.4%

Reaching people in an effective way Personal selling 15.5% 24.1% 60.3%

Source : Based on Shipley, D. and Wong, K.S. (1993), ‘Exhibiting Strategy and Implementation’, International Journal of Advertising ,

12, 117–30.

M14_PELS3221_05_SE_C14.indd 467M14_PELS3221_05_SE_C14.indd 467 5/6/13 3:00 PM5/6/13 3:00 PM