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Trade fairs need preparation
19.08.2010
Although the internet has raised a question mark over events such as trade fairs, meeting a client face to face still can’t be underestimated, according to Tom Trainer, chief executive of the Marketing Institute of Ireland.
Face-to-face events can bring huge benefits once companies are clear about their own objectives, do plenty of preparation beforehand and put time into following up leads and requests afterwards.
“There is no doubt that the ease of information availability on the web can replace some of what was previously provided by the trade fair,” says Trainor.
“However, the trade fair still trumps the web in opportunities for the buyer to efficiently speak with suppliers, view and sample new products, and form a view of the credibility of potential suppliers. So, in a sense the web is more likely to enhance the efficiency of the trade fair rather than diminish it.”
Trainor warns, however, that doing a trade show in isolation is a waste of time and money. “It can only be justified as a component in a defined marketing process,” he stresses. “The firm needs to understand where the trade fair fits in the marketing and sales process. I have seen situations where the export strategy is the trade fair. You can bet your last euro on that strategy failing.”
Photo: Tom Trainer
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