Exhibitions/fairs/events

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Key points

Events, exhibitions & fairs are situations where the customer may come literally face-to-face with the brand, although these are increasingly taking place over the Internet, so it is more likely to become voice-to-voice.

It is also rarer nowadays for people to place orders or buy at these media events, especially in business-to-business environments, so the emphasis should be on building an on-going brand experience.

Some rules for events/exhibitions/fairs:

• ensure it is the type of event where you should be seen, & be seen at events where you are expected
• ensure that the whole manner of the running of the event matches & enhances the brand values
• pay especial attention to the décor & people representing your brand - these are probably what will be remembered a few weeks later. How many times do customers say "Nice to put a face to the voice!"? How often do they also say "I didn't expect them to look/sound like that at all!"? Many people take one look at the brand representatives on an exhibition stand, pick up a leaflet & run

Measurement

The business impacts of exhibitions/fairs/events are notoriously hard to measure. Consequently, a great deal of this activity is driven by the question: "What will people think if we are not there?".

However, some of the largest fairs, many of which take place in Germany, can provide significant press coverage which, in itself, is measurable in column inches although, again, not often in business impact.

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