1 / 14

SALES PROMOTION, EXHIBITIONS, & TRADE FAIRS

SALES PROMOTION, EXHIBITIONS, & TRADE FAIRS. CHAPTER 15. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013. 1. Reasons for Exhibiting.

casey-perez
Download Presentation

SALES PROMOTION, EXHIBITIONS, & TRADE FAIRS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SALES PROMOTION, EXHIBITIONS, & TRADE FAIRS CHAPTER 15 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

  2. Reasons for Exhibiting Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

  3. Importance of Trade Show Aims Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

  4. Exhibitions as Communication Fig. 15.1 Exhibitors’ and visitors’ strategies and tactics Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

  5. Breakdown of Job Titles Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

  6. Reasons for Attending the Exhibition Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

  7. Exhibitions & Key-Account Management Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

  8. Why Exhibitions Fail • Unclear strategies. • No set objectives. • Inappropriate objectives. • Not evaluated activities. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

  9. Planning an Exhibition • Decide the objectives. • Select which exhibition to attend. • Plan the staffing of the stand. • Plan the support promotions. • Decide on the layout of the stand and its contents. • Arrange the follow-up activities after the exhibition. • Plan the logistics of the exercise. • Put an evaluation system in place. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

  10. Organizing the Stand • Ensure that displays are easily-accessible and informative. • Check that stand members have a clear brief. • Have clear objectives in place. • Have an area where prospects can be taken for a private conversation. • Ensure an adequate supply of drinking water. • Establish a manning schedule for stand staff. • Have a record-keeping system for leads and useful contacts. • Have a feedback system for visitors’ comments. • Set up some “fun”activities for stand staff. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

  11. Alternatives to Exhibitions • Private exhibitions. • Road shows. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

  12. Sales Promotions • Create a short-term increase in sales. • Typical of push strategies. • Deflects attention away from price as a competitive tool. • Encourages trial. • Encourages trade-up. • Encourages loading-up. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

  13. Categories of Sales Promotion • Promotions aimed at the sales team. • Promotions aimed at middlemen. • Promotions aimed at the customer. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 13

  14. Summary • Buyers are in the minority at most, if not all, exhibitions. • Most visitors are on an information search, not a shopping trip. • Most exhibitors focus strongly on selling. • Exhibitions and trade fairs offer an unrivalled opportunity in key-account management. • Dissonance between exhibitors’ aims and visitors’ aims often results in disappointment for both parties. • Exhibitors need to establish measurable objectives. • Sales promotions are useful as deal sweeteners or facilitators. • Sales promotions can be used for the sales force, for customers, or for the customers of customers. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 14

More Related