Exhibitions as IMC Vehicle

Definition of Integrated Marketing Communication:

A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact.

Exhibitions as IMC Vehicle:

Over the past few years the four indicators of growth – number of shows, attendees, exhibitors and net square footage sold were growing annually at 3%-4%.

Exhibitions should be a strategic business rather than just logistics. Most exhibition professionals are known as logistics specialists, but exhibitions are strategic extension of a marketing communication plan. The challenge here is to position yourself in the minds of the visitors so that they see no suitable substitute for your company, its product and services.

Exhibitions are an integrated part of the marketing communication mix. Your exhibit marketing needs a plan to create a strategy and subordinate tactics to achieve your goals. The way to achieve this strategy is to answer four key questions.

1. Why are you going? What role do trade shows play in your marketing mix? Are you using them to increase name awareness, enter new markets, and increase share of customer or increase market share?
2.  Who is your target audience? Who do you want to reach? Can you describe them?
3. What do you want to communicate to them? What messages are you prepared to deliver in response to their stated needs?
4. What is your measure of success? What do you want to bring home with you that will determine if your exhibiting program was successful?

Exhibitions as IMC Vehicle – Electronic goods:

Target Audience

Companies engaged in electronics and semi-conductors, dealers, distributors, electrical, electronics, multi-media, internet publishing, packaging companies, purchasing managers, public authorities and institutions, quality control executives, research and development, retail outlets, system engineers, traders, dealers, work shop and service stations, wholesalers and supply authorities

Communication message through exhibition

The Electronics Goods Exhibition is the only dedicated event focused on offering strategic electronics goods and supply chain solutions. The exhibition brings together all the major players in this key market sector for three days. Technology shifts have been responsible for some of the change along with developments in managerial approaches. 

Showcase products in all its breadth and depth in the electronic market.

Benefits of Exhibiting

• Meet and do business with the leading players in this key market sector
• Network with the key industry players and build your brand awareness
• Reach industry professionals through your brand association with the exhibitions.
• Enhance your company profile
• Schedule meetings and spend invaluable face to face time with your key customers, prospects and decision makers of this market sector.
• Improve your return on investment and share of the electronics goods market by launching new products and sign
• enhanced contracts
• Investigate new market sector opportunities and generate new sales leads for the future.