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Sales Promotion And Publicity
Other reasons for choosing a show may include the amount of press participation and whether
competition is there. Sometimes, not exhibiting may send negative signals to a market. So, companies
can get locked into exhibiting at some shows just to show that their business is healthy. In addition,
buyers go to shows because of the opportunity to examine a large number of vendor’s offerings in one
convenient place. The more competitors present, the more buyers who will attend, thus going where
competitors go can be a wise decision.
Choice may also be made on the basis of show type. There are several types of shows in which to exhibit
such as:
- Trade association conventions versus for-profit shows.
- Regional versus national and global shows.
- Horizontal versus vertical shows.
ASSOCIATION SPONSORED VERSUS FOR PROFIT
Association-sponsored shows are exhibitions that occur as a sideline to a conventional and conference
of a trade or professional association. Sometimes, companies exhibit in association shows to support
the organization.
Some shows are created and run by for-profit companies. For example, Lagos Chamber of Commerce
can produce exhibition for contract manufacturers. Seminars occur in conjunction with the show, but
the primary focus is on the exhibition. The exhibition portion of an association conference can be a big
money-maker for the association. Attendance at the conference may be higher than at a for-profit show,
but actual attendance, through the exhibitions, can be low if participants come only for the seminars. On
the other hand, many marketers also seek to be present at the seminars, thus increasing their visibility.
REGIONAL VERSUS NATIONAL OR GLOBAL
Regional trade show means that several versions of the show are held in various locations around the
country. Regional shows attract both regional exhibitors and regional visitors. Regional shows are
usually the least expensive to participate in because they consist of smaller booths with many exhibitors
displaying their offerings. Choosing a regional, national or global show depends on the firm’s market
and marketing strategy.