The Role of Exhibitions in the Marketing Mix - BVV · Case Study #2 Kovcheg - Opening new european...

The Role of Exhibitions

in the Marketing Mix

Case Study #2

Kovcheg

Opening new European markets - Participation in a trade show

SOLUTION

© UFI - The Global Association of the Exhibition Industry

Steinbeis Transfer Centre „Exhibition, Convention and Event Management“ at the Cooperative State University, Ravensburg, Germany



REMARKS

2

Question 1

The task force of Kovcheg pre-selected four trade shows in Belgium, Spain, Italy

and Germany. Please find at least four additional trade fairs in other countries

which are suitable as well.

Hint for the students: Before using the different internet links, create a list of

products, relevant countries and data which you are going to look up. Write

down these points and try to use them for your internet research. Try to find

some data as follows: date, product range, relevant target group - professional

visitors, times of recurrence. Use chart 1.

Finally select at least four criteria which are in principle relevant for Kovcheg.

Chart 1 – Data about the pre-selected trade shows

Case Study #2

Kovcheg - Opening new european markets

Participation in a trade show

Selected trade

shows

Target groups

Product range

Quota of relevant

trade visitors

Booth costs

Location

Recurrence of the

trade show

Date



REMARKS

3

Hints for the lecturer:

Before the students work on this assignment they should read the following chapter:

V. Trade Fair Participation, A. Selection Criteria.

They should also read the description of the four different trade shows in the attachment.

The following questions should be discussed before working on this task:

Why should Kovcheg determine target groups?

Which countries are relevant for the Russian company Kovcheg? Are there

any export or import restrictions which have to be considered?

Why are dates and recurrence of a trade show important for an exhibitor?

Question 2

Which trade fair is the most appropriate trade fair for Kovcheg and why?

Hint for students:

To answer this question you should create a scoring model based on criteria

which you have to select first. If possible you should discuss you decisions with

other students or attendees. Use the prepared form below. To make it easier

for you we have already chosen several criteria and weighted them! (Chart 2)


Before the students work on this task they should read the following chapter:

V. Trade Fair Participation, B. Exhibition Strategies and Styles.

They should also read the description of the four different trade shows in the attachment.


What are the characteristics of a scoring model?

Why are stand design and exhibition strategies linked?

How and why do you weight the different criteria of the scoring model?

Case Study #2





REMARKS

4

Define - criteria

Appropriate trade fairW

eig

ht g

i

Poin

ts e

ij

1-10

Product

gi x e

ij

Poin

ts e

ij

1-10

Product

gi x e

ij

Poin

ts e

ij

1-10

Product

gi x e

ij

Poin

ts e

ij

1-10

Product

gi x e

ij

Possible - criteria i

Target group

Product rangeQuota

of trade visitors

Booth costs

LocationRecurrence

( of the trade fair )

Total 100

Chart 2 - Scoring model Pre-selected trade shows

Case Study #2





REMARKS

5

Answer

Scoring procedure:

The following shows the example of Kovcheg for choosing the right trade fair.

First of all the criteria need to be selected which are decisive for the quality of

an event from the viewpoint of an exhibitor. Some of the most important criteria

are already suggested. Further criteria can be included.

Weighting of the selection criteria. Every criterion gets a weighting corre-

sponding to the individual significance for the quality of the event.

The trade fairs are assessed with a score between 1 and 10 per criterion. This

score shows how the quality is estimated by the exhibitor per criterion and

trade fair in relation to the competing fairs.

Weighting and score are multiplied by each other to calculate the score per fair

and criterion.

Case Study #2



Alternatives

Appropriate trade fair Verona, Italy

MARMOMACC

Valencia,

Spain,

MARMOL

Nuremberg

Stone+tec

Brussels, Bel-

gium,

Batibouw

Weight

w

Poi

nts

p

Product

w x p

Points

p

Product

w x p

Points

p

Product

w x p

Points

p

Product

w x p

Criteria i

Target group 28 5 140 7 196 4 112 4 112

Significance

of trade

show for

market

21 6 126 8 168 4 84 4 84

Quota of

trade

19 7 133 6 114 5 95 3 57

Booth costs 11 6 66 8 88 4 44 2 22

Catchment

area of trade

fair

15 7 105 6 90 5 75 4 60

Recurrence

(of the trade

fair)

6 5 30 7 42 7 42 7 42

Total 100 600 698 452 377



REMARKS

6

The scores are added up for the total assessment. The higher the achieved total

assessment, the better the assessment of the respective fair is from the view of

the targets and quality requirements of the exhibitor.

Example:

In the attached case four fairs were judged at four different sites. The choice

and assessment has to be understood as an example. The trade fair in Valencia

has reached the highest total score with 698 for Kovcheg. The other trade fairs

follow.

Question 3:

Describe and explain the exhibition/marketing strategy of Kovcheg. Explain the

corresponding exhibition style and give some examples of what this would

mean for the stand design.

Answer

Determine the marketing strategy

The sales field strategy is to open new markets and the aim is to win new cus-

tomers. The product, company, and brand have to be introduced at the same

time. This means that Kovcheg has to make sure that its trade fair presentation

is comprehensive as well as catchy. New contacts and open communication

have to be given special emphasis. Therefore it is necessary to have a contact-

oriented exhibition style and to choose the right marketing techniques to make

the product, company and brand known.Kovcheg chooses the following market-

ing techniques for its trade fair participation and to address potential customers

in order to draw attention to Kovcheg's trade fair performance:

Trade fair brochures, presenting Kovcheg and its products;

Advertising in trade fair journals and enclosures some months prior to the

trade fair to create knowledge and attract attention;

Using the organiser’s advertising including sitemap and visitor brochures;

Hyperlink to Kovcheg’s homepage from the organiser’s homepage.

Apart from being an exhibitor at the fair, Kovcheg advertises its product by plac-

ing sculptures at highly frequented places on the fairground. Therefore attention

will be drawn to Kovcheg’s booth.

Case Study #2





REMARKS

7

Question 4

Define six operational targets for Kovcheg.

Answer


Before the students work on the determination of targets they should read the following chapter:

V. Trade Fair Participation, C. Exhibition Targets.


What are the criteria for operational goals?

What is the idea behind these criteria?

The students should be motivated to set personal goals based

on these criteria.

Case Study #2





REMARKS

8

Question 5

List all activities which are necessary to realize the participation. Make a pro-

posal for a time schedule corresponding to the trade show you have selected.

Please assume you have 12 months available for the planning and preparation

of the trade fair participation.

Answer

1. Planning, preparation, research

12-9 months before fair starts:

Check economic situation, sales opportunities and distribution

Cost expectations, return on investment

Company decision on participation at the trade fair

Budget approval

Appoint project management/company team

Internal coordination

2. Preparation, registration

8 months before fair starts:

Request trade fair documentation

Determine stand size

Registration/allocation

Case Study #2





REMARKS

9

Case Study #2



3. Detailed planning


Selection of exhibits

Stand planning

4. Preparation of stand construction and advertising


Selection of stand construction company

Preparation of advertising

5. Order of stand construction


Briefing of stand construction company

Order of stand construction

6. Advertising measures


Trade fair catalogue entry

Supporting advertising measures

Presentation by the stand construction company

External staff, hostesses

Dress code, uniforms

7. Preparation of stand management


Commission catalogues/brochures

Request communication lines/electricity/water supplies

Determine stand personnel

8. Briefing of stand personnel


Begin briefing stand team

Name badges

Hostess briefing

Exhibitors’ passes

Case Study #2





REMARKS

10

9. Last preparation and customer invitation

1 month before fair starts:

Invitation of potential customers

Packing and transportation of exhibits and material

Journey to trade fair location

10. Start of fair:

Hand-over by stand construction company

Visitor records

Visitors survey

Success controls

Observation of competitors

11. Re-working of the participation

1 to 3 months after the trade fair

Working on the requests received on the visitor records

(e.g. meetings, sending brochures and orders, handling sales)

Internal communication

(e.g. information of personnel which had stayed at home)

External communication

(e.g. advertising, contacts to non-visiting customers)


Before the students work on this assignment they should read the following chapter:

V. Trade Fair Participation, D. Stand Impact.


How much time does planning and preparation of a single activity take,

e.g. stand building; advertising; preparation of a press conference?

How many days, weeks or months before a trade show should the exhibi-

tor invite his customers?

When should a company register for the trade show? What is the organ-

iser’s interest?

Is the participation in a trade show part of the daily work of a company?

Case Study #2





REMARKS

11

Case Study #2



Question 6

6.1 You have already determined a set of objectives you will try to achieve.

Please decide which of the instruments listed below are suitable at all and for

whom (please tick for: 1 = very important, 2 = less important; 3 = no rele-

vance). Please use chart 3.

Answer

6.2 Please explain which of these tools is most important for your promotion

campaign.

Answer:

The tool “Direct Mailing” is one of the most efficient and most relevant promo-

tion instruments. Direct mailing campaigns help to get contacts to potential

customers. Approximately 60% of the visitors are invited by the exhibitors.

“Direct Mailing” is the best tool to invite visitors personally. It is most important

to carefully prepare a meaningful database.

The promotion campaign should start between six and four months before the

trade show opens its doors.



REMARKS

12

Case Study #2




Before the students work on the marketing aspects of the trade fair participation they should read

the following chapters:

IV. Integrated Exhibition Marketing, B. Specific Marketing Aspects

V. Trade Fair Participation, B. Exhibition Strategies and Styles.


What kind of marketing instruments can be used by an exhibitor to pro-

mote the participation in a trade show?

Who are the stakeholders and key players of a trade show?

What are the characteristics of a trade show? Who contributes to the suc-

cess of a trade fair?

Question 7

After the trade show the project manager stated that the participation in the

trade fair was quite successful. However, he mentioned that: “The trade fair

starts with the closure of the fair”.

Please make a plan listing which activities have to be done after the fair. Try to

assign these activities to the responsible departments/people at Kovcheg. Keep

in mind that the follow-up measures contain more activities than mentioned in

the activity description of “Question 5”.

Answer:

There are three different measures which have to be put into practice.

Processing the visitor records

External communication and

Internal communication.

The visitor records which have been written during the trade show have to be

processed. The visitors’ wishes can be: sending information material; preparing

a tender; making an appointment with sales staff; inviting the customer to the

enterprise; negotiating an order.



REMARKS

13

Case Study #2



The successful appearance at a trade show is a very useful opportunity for pub-

lic relations: If there is a successful completion of a contract during or after the

trade show, regional newspapers or professional journals like to publish this

story. Kovcheg is able to show its international competence and recognition.

Not all customers of Kovcheg visited the trade show. However, they are also

interested in getting the latest information about the market. Direct mailings,

but also specially prepared brochures or newsletters might help to provide the

customers with an unexpected service.

As the appearance at the first international trade show is a highlight of

Kovcheg’s promotion campaign there is a need to inform the staff which re-

mained at the headquarters about the results of the participation. Reports have

to be prepared to inform the different departments: procurement, R&D, sales,

management, and production.

The instruments which can be used are: newsletters, personal meetings, e-mail

reports, staff newspapers, direct mailings, company meetings, and intranet of

the company.


Before the students work on the planning of the trade fair participation they should read the fol-

lowing chapter:

V. Trade Fair Participation, E. Follow-up measures.


What are the main objectives of the trade fair participation?

What do visitor records look like?

What kind of information do they contain?

What kind of information can be collected at a trade show?



REMARKS

14

Follow-up measures and responsibilities

Tasks Responsibility Remarks

Processing the visitor

records

Sales department The sales department is

responsible for all eco-

nomic measures after

the trade show

Contacts to key clients Board members who

attended the trade show

The board members

have to take care of the

VIP customers.

External communication Marketing manager and/

or stand manager

The promotion or mar-

keting department

should prepare the ma-

terial and contact the

customers; sometimes

the field staff informs

the clients.

Internal communication Marketing department

or members of the trade

fair team

Either there is a central-

ized information proce-

dure or the respective

team members who

joined the trade fair

team inform their de-

partments.

Information for manage-

ment board

Board members who

attended the trade show

The management board

of Kovcheg should be

carefully informed about

the results of the partici-

pation as the interna-

tional strategy is essen-

tial for the company.

Case Study #2



The Role of Exhibitions in the Marketing Mix - BVV · Case Study #2 Kovcheg - Opening new european...

Documents

Transcript of The Role of Exhibitions in the Marketing Mix - BVV · Case Study #2 Kovcheg - Opening new european...