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... building. Where there is a plethora of competing views, the organization will find it difficult to extrapolate anything meaningful during the post-show analysis (Zappaterra, 1999; Kane, 1989; Berman, 1992 and Simons, 1998). Well before the exhibit, the company should conduct research. The first question the organization should be asking is who is attending, the organization should then acquire or buy a list of attendees; many shows organizers will either give or sell their list as incentives for exhibiting. This gives the exhibitor an idea of who are attending and how to contact them.
The next step the organization should take is qualifying these attendees and contacting them before the show. Sending customized letters or personal invitation makes the potential prospect feel important, but more importantly, during the hectic periods of trade show, it ensures that the company is dealing with their target market client. The last important method to ensure promotional budget accountability is through preparation. Simons (1998) proposes that booth personnel get together with product managers and other executives in the know about the products services being displayed and brainstorm every possible conceivable question that could arise from the show room floor. This will ensure creditability.
The next step is create that buzz at the companys booth, the booth attendees should be energetic and high approachable, Berman (1992) highlights that the company has only 10 - 15 seconds to capture the attention of the attendees before moving on the next booth. The main focus of this part literature search is on the birds eye view on the important aspects of effective trade shows. There are many little knitty-gritty procedures related to tradeshows that are not covered in this literature review, but there sources such as trade publications and marketing trade consultants who specialize in this form of promotion. Trade shows are often viewed as a wasteful company expense; they consume much valuable company resources such as mailing, telemarketing, contests, presentations and demonstrations and the list continues. However if the groundwork is properly laid, the booth will be no less than a living, breathing, three-dimensional embodiment of the corporate identity. Name & Contact Details of Interviewee Mr Joe Thing Interview date: Thursday 27 th September 2001 Contact: 9455 1133 Pisconeri Fine Foods Pty Ltd Mr James Peter De Leo Interviewed date: Tuesday 2 nd October 2001 Contact: 9242 1588 C.
N. A. International Imports and Exports Mr Chin Qin Interviewed date: Friday 21 st September 2001 Contact: 9459 9708 or 0401133035 Company background South Seas Trading Pty Ltd South Seas Trading Pty Ltd has been trading for the last thirty-two years. The company started out with two brothers wanting to start a business and seeing an opportunity in the wholesales market to provide packaging containers and related items.
With limited knowledge on the import and export skills, they decided to start and gradually grow. The company still is owned and operated by the same brothers who started out the company thirty-two years ago. South Seas Trading has established itself as wholesaler of imported packaging goods. The company now holds a variety of accounts ranging from small to corporate clients. At the moment their major client is Dewsons, both in regional and metropolitan area. South Seas Trading has been supplying to Dewsons and similar clients with packaging containers, examples of this include chicken carry bags that the supermarket utilizes when selling their roast chicken to customers, these bags keep the chicken warm and moist.
Other packaging containers include the cake containers, which are used by the bakeries to store and keep their cakes fresh. South Seas also services many restaurants and eateries that require containers for take away. The company also wholesales mainly packaging products, but they also carry a variety of catering items like foils, plastic wraps, bag tapes, bag tags and etc. South Seas Trading is dedicated to servicing the local business with plans of expanding into the international market.
Pisconeri Fine Food And Wine Merchants Pty Ltd Pisconeri was established as a caf and coffee wholesaler in 1952 it was not till late sixties that the company was incorporated and wholesale in fine foods and wines and beverages. The Pisconeri family first founded the company and has since succeeded by the next generation, till today the company is owned and operated by the Pisconeri family. The company employs approximately twenty staff plus a board of directors that consists mainly of the Pisconeri family. Pisconeri Fine Foods currently imports fine food and wine from overseas and wholesale to retail outlets.
They do export to other regions of the world especially with fine foods. Some examples of such are the exotic range of olive oils, varies selection of delicate chocolates, unique selection of fermented wines and etc. Pisconeri Pty Ltd prides itself on being price competitive and instilling a high level of quality service throughout all their operations. The owners and operators of the company are dedicated to understanding the uniqueness of the business by both working in the business and managing the company.
C. N. A International Import And Export Co. C. N.
A International Import And Export Co. specializes in importing unique gift and collector figurines. The business was established five years ago in 1996 with only the indention of helping out a friend. The proprietors of the business are a husband and wife team, both started out no import and export knowledge. The business started off with the intention of helping a friend in China test the Australian market for this novelty product. As it turned out, Australia proved to be a viable market; the husband and wife team took on the challenge of being a wholesaler and distributor for these unique gift lines.
The company now buys directly from one of Chinas largest manufacturing plant and has patient rights in Australia for the distribution of these gift wares. C. N. A. holds a variety of accounts across Australia, mainly with independent retail stores and distributors. The buyers of these products are mainly general gift stores or collectors item store some are pharmacies too.
The company has not expanded since its opening, this is because the business is a secondary income earner for the couple. Each financial year, the business receives renewed orders from existing clients, the reason for this being each year the era of the figurines change, that is first year it could be medieval and the second might be caveman. C. N. A. prides itself on constantly carrying a unique line of products that is updated regularly, coupled with being price competitive.
Study and analysis of respondents answer to questionnaires. South Seas Trading Pty Ltd. Response from Mr Joe Thing (Director) from South Seas Trading, understanding and analyse trade show relevance to this company. At the moment South Seas Trading only imports and does not as yet export. They have been importing from Asia for the past thirty-two years. South Seas Trading has both being attending and setting up booths at trade shows, mainly in Western Australia.
The company is a member of the FAL (Food and Liquor Association). The reason South Seas Trading (SST) chooses FAL is because it is industry relevant. FAL provides support to businesses engaging in the retail-supermarket business. SST is also a member of the Chamber of Commerce. By being a member, SST benefits from the support that the chamber offers; the benefits include setting a web presence, business plans and so forth. SST participated in setting up a stand in last years FAL show.
They choose to start engaging in trade shows because they realized that members with the FAL was their target market. SST wanted to expose their current and new product lines at the show, at the same time wanting to increase awareness for the company within the food and liquor industry and being able to meet new prospects. At the end of the trade fair, SST had achieved its objectives of gaining increased awareness; they also received inquiries about their new and existing product line, plus the introduction of ten prospects that turned into clients. SST had spent approximately $ 5000 in setting up a stand for trade show; this amount was spent based on a joint rational decision made by the directors. Even though SST has no fixed promotional or marketing budget as such, they are quite flexible if there is an opportunity to achieve the business growth and recognition.
Sst's greatest or main achievements when participating at the show is sourcing prospects and converting them to clients. SST did not hire outside expertise to help them with setting up at the trade show, this is because the association with FAL and Chamber of Commerce offered basic help and they felt it was sufficient, plus the additional benefit of saving money. During the trade show, the directors felt that the staff attending the booth needed to possess absolute knowledge of the products, so much so they decided to exhibit at the show themselves. The directors had extensive knowledge of the product range but lacked experience in exhibiting. They did not seek formal training, and felt it was just a matter of monkey see monkey do. The effectiveness of the trade shows was measured by the number of people stopping and inquiring about their products at their stand.
This was further deduced to whether any new prospects from the show were converted to a client. There was a great amount of promotional brochures used at the show, ranging from general catalogues to specific product sheets and samples. At ending of trade shows, all leads and prospects are followed up extensively. Though the trade shows increased the number of clients, it did not have a large financial impact on the company. There was only an increase of 5 % of sales; this is directly attributable from exhibition. There was only one direct competitor at the show.
This did not affect SST because its objective was to promote awareness rather than hard selling. The directors felt that the trade show has a positive affect on the company and will remain to use trade shows as a form of promotion. Due to the position and size of SST, the directors intend to keep the company local and are not interested in entering a joint venture with other companies to promote their services in other countries. Pisconeri Fine Foods And Wine Merchants PTY Ltd. Response from Mr James Peter De Leo (wine manager) from Pisconeri fine Foods And Wine Merchants, understanding and analyze trade show relevance to this company. Pisconeri started exporting coffee and fine foods in late 1960 s, and has been attending both national and international trade shows.
They are members of the FAL (Food and Liquor Association). The past five years, the company have participated in several trade shows, these include, the FAL trade shows, the Burswood Food and Wine, and Liquor and Fine Wine. Pisconeri choose these trade show to partake in because they wanted to gain awareness amongst their target market. The main objective for exhibiting was to further expose the companys name and the services provided, in addition to demonstrating the product range and reinforce their commitment to price and service to their current and prospective clients. Pisconeri's other objective for exhibiting to maximize their sales level.
This is achieved by obtaining a quantity of genuine leads, and rigorously following them up and through these system...
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Research essay sample on Trade Shows South Seas
