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#Written by David Tam, 1999.           #       
#davidkftam@netscape.net Copyright 1999#  
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From tamda@ecf.toronto.edu Mon Jul 12 18:32:32 1999
Date: Sat, 20 Mar 1999 01:41:07 -0500 (EST)
From: David Kar Fai Tam <tamda@ecf.toronto.edu>
To: APS 424S <aps424@chem-eng.toronto.edu>
Subject: #22-03/24/99-"Consider exhibitions in marketing mix"


The Globe and Mail, Friday, March 19, 1999. B7.


    This article discusses the merits of adding exhibitions to a
business' marketing mix. It offers and explains one of the many
choices available that can be in our business plans. Most
exhibitors feel that a lot of time, effort, and money must go
into an exhibition at trade show but the return on investment in
this arena is very low. However, the trade show attendees have a
contrary opinion. They, in fact, find the trade show's to be
extremely important. They find exhibitors allow them to catch up
on the latest industry news and trends. It allows the attendees
to get an overview of the current state of the industry and at
the same time, discuss specific problems and scenarios with the
exhibitors.

    This article says that first time exhibitors at a trade show
should really give this marketing method a second chance.  In
many ways like the web, the author of this article suggests that
the exhibitor should have a list of goals they wish to achieve
from the exhibit. Like a corporate web page, a carefully thought
out strategy must be in place in order to benefit from the
exhibit.

    In contrast to North America, industry trade show
exhibitions in Europe are an extremely important and popular
marketing tool. It is taken very seriously and the shows are much
larger. This disparity between the two continents may lead to
future economic problems for North America. The europeans, by
gathering together to see each other's latest wares,
communicating real world business problems, having lively
discussions, learning from each other, and encouraging
competition, may start to gain a competitive edge compared to the
North American businesses. In the long run, this may lead to
innovate industries in Europe, much like how the Japanese used to
dominate the car market. This would lead to trouble for the
equivalent industries located in North America. Canada and the
U.S. may require a change in attitude in order to stay abreast
with the activities in Europe.

    I think that for our business plans, including trade show
exhibits in the marketing mix will be a wise strategy. However,
as cautioned in the article, we must carefully plan the exhibit
and obtain the objectives we have set out. These exhibits are a
very effective way of informing a target audience of our new
business and its products & services. As well, interaction with
the audience will give a good impression of the new business. As
well, we have a fairly captive audience at a trade show.