Marketing Communications

470 CHAPTER 14 EXHIBITIONS AND TRADE FAIRS

In the next phase, budgets, time and capacity are checked and one person is made respon-

sible for the planning and implementation of the trade fair. Th en, a strategy and exhibition

goals are defi ned, together with the budget, back-timing and briefi ng for the development of

stands, animation, etc. Th is is developed further in the next steps. Later, the participation is

evaluated through the tools discussed in the next paragraph.

Th e promotion stage is one of the more important exhibition-supporting activities of the

planning process. A direct mailing or e-mailing to invite clients and prospects (with free

entrance tickets) is oft en employed. Advertising on radio and TV may be used to bring the

exhibition and stand to the attention of the public. Ads in the exhibition catalogue and on its

website will help visitors fi nd a stand and have an important aft er-fair promotion eff ect. Free

entrance tickets, direct mails and ads in the catalogue are frequently used as pre-promotion

tools. Press releases and ads in above-the-line media are also used.

Companies which successfully develop integrated marketing communications programmes

emphasising trade shows do so because these trade fairs create sales for them. Th ese companies

create a competitive advantage through their use of shows in two ways: they are twice as

likely to close sales from their trade show exposure; and they are able to gain these sales more

effi ciently, at a lower cost per sale. Th ey also obtain up to three times more exposure because

they can exhibit in more shows at the same cost. Th ese companies have additional expertise,

enabling them to make better use of trade shows. In addition, responsibility and authority

well drilling, etc.), traffic engineering (signage and signalling systems, mobility and traffic management, traffic signs

and signals, road and yard signage and signalling systems, building signs and signalling systems, traffic signs along

connecting roads, etc.) and energy (energy supply, renewable energy, energy saving and recovery). Also, suppliers

of pumps and compressors, transmission components, crane and lifting equipment cables, pipes and tubes, pipeline

systems, mains networks, and so on, are invited.

In preparing the new fair, the organisation found out that the number of contracts awarded by public tender

is increasing. In recent years, the Belgian government has started making major investments in road construction

and public transport. There have also been investments for expanding regional airports and investments in water

management. The total volume of contracts awarded in 2007 reached €50 billion. This information shows that the

market is increasing. A booming market is necessary to start up a fair. The next step is to analyse the exhibitor

market to see if there is a good market potential. For Infratech Belgium, Flanders Expo hired a market research

agency that carried out an analysis of the Belgian market. The market research is based on surveys with different

companies which could be potential exhibitors or visitors to the Infratech fair. The organisation explains the concept

of the fair to the companies and does the survey afterwards. The organisation has also done a SWOT analysis on

the market situation before launching the Infratech fair concept. Based on this information, the organisation saw

that there was a place for Infratech on the fair market.

Flanders Expo also studied the match between the Infratech offer and market structure and demand. A success-

ful fair has to correspond with the existing market. This means that a fair has to show a good balance between all

the market players and all the products of a certain industry, in this case civil engineering, hydraulic engineering,

road construction and traffic engineering. The organisation defined a typology for the different potential exhibitors.

This typology is based on the different positions of the exhibitors in the market and their individual developments.

According to a market study, the organiser reaches an ideal mix of exhibitors: trendsetters/market leaders (8%),

international and national brand companies (27%), competitive compulsory exhibitors (41%), hangers-on (17%)

and newcomers (7%). Infratech is especially aware of the importance of newcomers and market leaders at the fair.

Newcomers are very important to keep the fair innovative, and market leaders are very important to attract the

national market industry. If the market leaders are not present at Infratech, other exhibitors will evaluate the fair as

less important. Internationalisation is important because more management decisions are being taken in foreign

countries. Potential exhibitors should be aware of this. On the other hand, many visitors take local decisions.

Visitors detect trends in foreign countries, but they will order similar products and technologies in Belgium.

Therefore, a local Belgian fair such as Infratech is useful.^23

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