SUCCEEDING IN
TRADESHOWS THROUGH COMMUNICATION PROCESS
By
The objective of this research is to assess tradeshow success as a whole, which includes three parties involved in the industry (exhibitors, visitors and the organizers), which brings a deeper understanding of how to real communication works within the tradeshow industry, at what stage visitors’ motives are? And what type of objectives does exhibitors hold? This research base its survey on two most well known industrial tradeshow held in Malaysia, by means of interview and observation during the event. The empirical studies links a “matching concept” to the basic communication process. Presenting a set of findings that the determines visitors’ quality, visitors’ action, exhibitors’ objectives and exhibition effectiveness. The research found that most visitors have more intentions to purchase, but in regards to the buying cultures and economics circumstances, industrial buyers of Malaysia are meticulous in their commitment to invest. As such, visitors’ intentions are stated to be non-buyers during the event but potential buyers in the future, yet exhibitors’ objectives were to achieve sales leads. As a result, the matching concept drives are vertical outcome, indicating that there is a communication resistance between both parties. Another, finding concludes that it is not due to low sales achievement that causes dissatisfaction, but the type of focus exhibition they have participated in which indirectly leads to the success factor of a tradeshow. Generally, this research places tradeshow as an unique promotional tool which includes elements of sales promotion and public relations. The recommendation is that exhibitors should implement relationship marketing. Exhibitors should also conduct customer survey before and follow up sales after the event.
Full
text source:
Bachelor
of Arts (Hons) In Marketing
December
1998