BACKGROUND OF STUDY
Many research shows that the meaning of trade show is fairs, exposition and also trade fairs (Morrow 2002; Kirchgeorg 2005). According to Kirchgeorg, Springer, and Kastner (2010) nowadays trade shows have been used as important tools in communication mix for most of the companies. Besides that trade shows are an important medium for the promotional strategies for marketers to promote and sell their products and services for many companies (Smith, T.M., Hama, K. and Smith, P.M. 2003). Involvement of companies at the trade show can be a primary part of the firms marketing plan if it is been implement in the correct way. Trade show offered a unique opportunity by giving the customer an interactive message through the firm’s booth station, graphic display, the communication of salesperson, the support material available and the product or services demonstration (Cavanough, 1976; Konikow, 1983)( Kerin and Cron, 1987).
A lot of approved studies done to measure the understanding of trade show performance in food shows (Hansen, 2004) in small firms (Tanner 2002; Gopalakrishna & Cox 1993) and as well as industrial firms (Bello, 1992). As to provide successful and appealing trade show there are some previous studies that suggest managers to build specific plan to reach the marketing objective based on the show (Godar & O’Connor, 2001; Sharland & Balogh, 1996).
Based on the report from Malaysia Convention and Exhibition Bureau (MyCEB) the visitor on the trade show would likely have a higher disposable income and willing to spend more. Approximately 1.3 million international business event visitors were welcomed in Malaysia in the year of 2010, and generating roughly RM11billion to the local economy. According ...
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...dapt the framework from the research and will examine it on trade show on MATTA Fair.
SALES RELATED ACTIVITIES
The sales related dimension value all sales activities that consist on site sales and sales after the trade show such as acquire prospective buyer, selling new products, conveying and advertise the features, value of products and dervices and closing the sale (Kerin and Cron 1987; Shipley et al 1993). Mostly the previous model that focus on sales related activities are clearer. Carman and James (1968) use the production of new products as the motivator to the trade show performance. Furthermore the early studies on the researcher only listed the activities contains in the sales activities that mostly being done at the trade show for instance close sales, test market products, demo products, advance the buying process etc (Cavanaugh 1976).
The purpose of this thesis statement is to analyze the case study i.e. ‘Pillsbury Cookie Challenge’ and recommended marketing strategies essential for improving its performance.
can take a closer look at it. It has its foundations in the discipline of
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
This part of this paper is directly concerned with providing advice to Mammut on the most important elements for devising their trade fair stand. As Mammut aspires to ideally represent their brand values and thereby increase their brand awareness, all elements are presented with recommendations tailored to Mammuts brand values. To create this recommendations, data of the literature review, the expert interviews and Mammut’s brand code were used. (Its content concerning the different brand values can be found in appendix 7645) The elements presented are the as part of research objective 1 recognised critical success factors. Based on the performance analysis room for improvement was furthermore recognised when it comes to the use of all 5 senses.
Hopefully, you have announce, inform and advertise your presence at the Trade Shows beforehand to generate interest and traffic to your targeted audience over internet and print media. Doing this efficiently will give you enough prospective visitors to discuss your franchising opportunities face-to-face during the event.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Marketing is integral and pervasive to every business level. Strategic promotion portrays the marketing exercises which influence the commercial, and promotional arrangements of the companies. Vital marketing exercises comprise three fundamental activities. To begin with, promoters help to establish organizations and start association towards business sectors and clients. Consequently, they help in assisting the associations in execution and promotion of key planning procedure. Secondly, promoters help to collate and analyze existing data and identify deviating patterns in the promotional activities, and evaluate the possible potential effects. Such analysis supports with vital decisions required for making commercial and promotional arrangements.
Bonoma describes trade shows as a marketing tool whereby organizations and vendors are invited to participate to showcase their products and services in an exhibition setting (Bonoma, 1983). They are events organized solely for the purpose of marketing and information sharing, where competitors and partners are in direct contact with each other. As mentioned in the last paragraph, organizations are actively collecting information on each other’s strategies and operations. This allows them to identify trends and predict changes in their environments in order to become flexible and remain in operation (Calof, 2004; Cherry & Gardner, 2002). Trade shows are important for this reason, they provide organizations with “…the best opportunity for coll...
The traditional business meeting presents the biggest part with a total of EUR7.812bn. Conferences came to a EUR4.72bn and exhibitions to EUR3.255bn. Incentive trips are less popular and only contributed EUR488 million. This number could mean, that the visitors spend a lot of money on the incentive trips, even though they are only 3% of the overall type of trips
In addition, this barrier to entry essentially results from many profitable event planning businesses incorporating trust, reliability, credibility, and responsibility. Besides, advertising is a very keen objective that serves a grand purpose in brand loyalty. Likewise, many established businesses have more opportunity and awareness through advertising. The role of advertising serves as a barrier to entry within my market in that it strengthens buyer preferences for the products/services of recognized existing firms (Thomas & Maurice,
Business tourism is recognized as a most advantageous format of tourism development at destination worldwide. To compare with business tourism, conference and tourism meetings are growing faster (Beioley, 1991).
Please let’s return to the examples supporting the event management industry growth. According to a PriceWaterHouseCoopers report [3] devoted to the economic significance of meetings industry to the U.S. economy, it turned out that this industry (which is, of course, a notable part of the events industry) generates $115 615 millions per year and creates 1 787 thousands full and part-t...
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
Global events benefit regional, tourism and community development. Take for instance the Commonwealth Games and the Olympics. They both are events held globally that increase visitor’s expenditure and length of stay while improving destination awareness and increasing civic pride. Janecko, Mules and Ritchie (2002) explain events in small regional destinations are obviously beneficial and often play an important role in tourism development and thereby in regional development however, differ due to size and scale of the event. Global events create employment and increase labour supply, expenditures and even the standard of living. ‘As local economics have adapted to changing to global dynamics, the hosting of international events has become more commonplace and can play a significant role in local development, acting as a catalysts for jo...
Event marketing shouldn’t just take the place of traditional or community marketing, but should also be a tactic which is supplemental for both. Most of the companies choose to participate in the events for various reasons. A small company may want to expose that a live webinar event can provide while in case of the large company, it may need face-to-face interaction that a trade show can afford.