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TRADE SHOWS :TRADE SHOWS :A corporate and in-house A corporate and in-house

communication tool communication tool

in B to Bin B to B

RADUA Marie-Agnès

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INTRODUCTIONINTRODUCTION

� Trade shows represent one of the most important Trade shows represent one of the most important

promotional tool in B2Bpromotional tool in B2B

� B2B communication specificities : individual B2B communication specificities : individual

relationship, personal selling relationship, personal selling �� internal communication internal communication

major role.major role.

���� How can a trade show both achieve external and internal communication objectives ?

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Trade Shows Trade Shows

significance for significance for

industrial industrial

communicationcommunication

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� B2B communication specificities :B2B communication specificities :� Individualised relationshipsIndividualised relationships� A special/core target : the buying centerA special/core target : the buying center� Distinctive Distinctive characteristicscharacteristics of business communicationsof business communications

� B2B communication B2B communication tools :tools :� Mass Media (TV, radio...)Mass Media (TV, radio...)� Trade PressTrade Press� Sales support and maintenance materialsSales support and maintenance materials� PR and publicityPR and publicity� Trade showsTrade shows

B2B Communication B2B Communication

overviewoverview

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Distinctive Characteristics of Distinctive Characteristics of

Business CommunicationsBusiness Communications

High involvement Business

communications

Face-to-face Rational

Tailor-made Interactive

Individualised

From « Marketing Communications – A European Perspective » book – Pelsmacker, Geuens, Van Den Berg – 2004.

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� Media – TV :Media – TV :

Philips’ latest tv ad to promote its

expertise in medical sector.

� Trade press :Trade press :

� Media - TV :Media - TV :

� Sales supports and Sales supports and maintenance materials :maintenance materials :

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� PR events and Publicity :PR events and Publicity : � Trade Shows :Trade Shows :

�

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� B2B Media SpendingB2B Media Spending

Year B-to-b magazines % of growth Exhibitions % of growth Total % of growth

1998 $13,602 $8,129 $21,731

1999 14,715 8.2% 8,528 5.0% 23,253 7.0%

2000 15,730 6.9 8,908 4.3 24,638 6.0

2001 12,952 -17.7 8,621 -3.2 21,573 -12.4

2002 11,092 -14.4 8,521 -1.2 19,613 -9.1

2003 11,010 -0.7 8,650 1.5 19,660 0.2

2004 11,149 1.3 8,853 2.4 20,002 1.7

2005 11,510 3.2 9,208 4.0 20,718 3.6

2006 11,982 4.1 9,598 4.2 21,580 4.2

2007 12,594 5.1 10,066 4.9 22,660 5.0

2008 13,278 5.4 10,589 5.2 23,867 5.3

Source: VSS Communications Forecast and Report –2004

���� Trade shows : a major promotional tool for business markets

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� A typical mean and essential promotional mix variable A typical mean and essential promotional mix variable

in B2Bin B2B

� A powerful marketing medium which must be A powerful marketing medium which must be

prepared and managed carefully prepared and managed carefully �� necessary to necessary to

implement a specific strategyimplement a specific strategy

� Trade shows : a strong promotional Trade shows : a strong promotional vehicle for business marketsvehicle for business markets

� Main roles :Main roles :- Product’s or services’ needs recognition- Product’s or services’ needs recognition

- Product specifications development- Product specifications development

- Provide feedback from customers- Provide feedback from customers

- Exchange information about market evolution, - Exchange information about market evolution,

competition, innovations…competition, innovations…

- Build relationship- Build relationship

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Reaching Reaching

external communicationexternal communication

objectives through objectives through

trade showstrade shows

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� Trade show communication strategyTrade show communication strategy

� Consider the show as a complete « marketing product » and Consider the show as a complete « marketing product » and

build a trade show’s specific communication strategy build a trade show’s specific communication strategy

� 2 main 2 main techniquestechniques : :

� Direct advertising Direct advertising

� MediaMedia

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� Direct advertising :Direct advertising : � Media – Press :Media – Press :

�

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Trade fairs

Generate sales

leads

Selling

Relationship

building

Monitor

competition

Tradition

Reinforce

corporate image

Internationalize Demonstrate

Employee

motivation

Brand / Company

awareness

Launching / Testing

products or services

� Trade shows general objectivesTrade shows general objectives

From « Marketing Communications – A European Perspective » book – Pelsmacker, Geuens, Van Den Berg – 2004.

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� Corporate communication policy’s influence :Corporate communication policy’s influence :� Powering company’s position on a specific marketPowering company’s position on a specific market

� Communicating company’s main messageCommunicating company’s main message

� Reaching the different targetsReaching the different targets

� Excellent tool to build and enhance brand awarenessExcellent tool to build and enhance brand awareness� Branding notion : set products or services differently from the Branding notion : set products or services differently from the

competitioncompetition

� Create a unique identity : particular name, phrase, design, Create a unique identity : particular name, phrase, design,

symbol…symbol…

� The company must be different and unique !The company must be different and unique !

� The effectiveness for company’s The effectiveness for company’s

image…image…

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� 3 key elements :3 key elements :� Consistency and repetitionConsistency and repetition

� All marketing and promotion tools consistency (logo, All marketing and promotion tools consistency (logo,

colours, typeface, slogan, characters…)colours, typeface, slogan, characters…)

� People’s perception about the company : sales team People’s perception about the company : sales team

influenceinfluence

� How ?How ?� Implement a strategic exhibit marketing and tactical plan of Implement a strategic exhibit marketing and tactical plan of

actions : pre-show, at-show, post-showactions : pre-show, at-show, post-show

� Integrating brand awareness Integrating brand awareness

through trade shows through trade shows

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� Incentive : a reason why to visit the boothIncentive : a reason why to visit the booth

� Press relations efficiency : special publications, press Press relations efficiency : special publications, press releases, press kits, dedicated staff members to interact releases, press kits, dedicated staff members to interact with mediawith media

� Multimedia : web site implementation for customers or Multimedia : web site implementation for customers or prospects who can not attend the showprospects who can not attend the show

� Attractive and informing trade show boothAttractive and informing trade show booth

� Follow-up on the post-show stage to continue the Follow-up on the post-show stage to continue the relationships : newsletters…relationships : newsletters…

� Various possibilities Various possibilities

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What about What about

internal communication internal communication

on trade shows ?on trade shows ?

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� Internal communication influence in the Internal communication influence in the company global strategycompany global strategy

� At the crossroads between marketing and At the crossroads between marketing and managementmanagement

� A product = the company knowledge to encourage A product = the company knowledge to encourage individual reactivity and facilitate synergiesindividual reactivity and facilitate synergies

� Informing on a strategic dimension to reach the Informing on a strategic dimension to reach the company’s objectivescompany’s objectives

� Technics evolution : IntranetTechnics evolution : Intranet

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� A link between the external environment and the A link between the external environment and the

internal atmosphereinternal atmosphere

� Listening, producing information, distributing, Listening, producing information, distributing,

stimulating, advising, planning …stimulating, advising, planning …

� Company staff : the best external communication Company staff : the best external communication

vehiclevehicle

� The first public of corporate communication : employeesThe first public of corporate communication : employees

� Create a real corporate culture to build a credible Create a real corporate culture to build a credible

external brand imageexternal brand image

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� Why ? Which objectives ?Why ? Which objectives ?

� Morale building and morale boosting : Workers obtain Morale building and morale boosting : Workers obtain recognition and information returns on their daily work recognition and information returns on their daily work and expertiseand expertise

� Ascendant information production : from external Ascendant information production : from external environment to internal managementenvironment to internal management

� Descendent information generation : providing an Descendent information generation : providing an overview on the strategic stakes and objectives involved overview on the strategic stakes and objectives involved in the trade show participationin the trade show participation

� Professional information distribution : promote and Professional information distribution : promote and increase knowledge and meetings between people increase knowledge and meetings between people working for the same company. Build a « corporate working for the same company. Build a « corporate culture », a real « enterprise spirit ».culture », a real « enterprise spirit ».

� Trade shows internal communicationTrade shows internal communication

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� Various types of supports: written, audiovisual, multimediaVarious types of supports: written, audiovisual, multimedia

� Newsletter, company magazines and internal documentation : Newsletter, company magazines and internal documentation : anything published internally is a potential public documentanything published internally is a potential public document

� Staff involvement :Staff involvement :� Pre-Show : provide basic information and brief explanations Pre-Show : provide basic information and brief explanations

on exhibition strategy and messages to broadcaston exhibition strategy and messages to broadcast� At-show : support sales reps with concrete and strategic At-show : support sales reps with concrete and strategic

argumentsarguments

� Intranet for real time information Intranet for real time information � Getting timely information rapidlyGetting timely information rapidly� Dedicated intranet to be on the first line in learning crucial Dedicated intranet to be on the first line in learning crucial

information daily.information daily.

� How ? Which means ?How ? Which means ?

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CONCLUSIONCONCLUSION

� Trade shows : a relevant tool for B2B Trade shows : a relevant tool for B2B communicationcommunication

� A useful mean to reach external A useful mean to reach external communication objectives (image, brand communication objectives (image, brand awareness, corporate identity)awareness, corporate identity)

� An important event to communicate internally An important event to communicate internally so as to motivate the troups and to broadcast so as to motivate the troups and to broadcast a positive image outside that reflects internal a positive image outside that reflects internal chain of information.chain of information.

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Thanks for your Thanks for your

attention !attention !

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Going Further…Going Further…

� Internal communication on trade shows Internal communication on trade shows

inside small companies.inside small companies.

� Virtual trade shows : Risky for face-to-face Virtual trade shows : Risky for face-to-face

relationships ?relationships ?