Role of trade fair in promotion of public relation
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trade fairs and exhibitions belong to instruments of the marketing mix instruments, specifically instruments of marketing communication (promotion). This specification is generally accepted, but the question is whether they fall in the advertising or public relations. The publication Marketing communication (Foret, 2011) contains detailed arguments why should we understand trade fairs especially as a part of the sales promotion and, in contrast, exhibitions as a part of public relations.
What are the differences between trade fairs and exhibitions? An exhibition, especially if it is not associated with the sale of goods (the so-called selling exhibition), is a presentation of especially artistic, cultural, educational, scientific, research, business, leisure, or other activities. Exhibitions document and present the achieved results and findings, level of development, and also future prospects. The nature of exhibitions is primarily informative and educational. Exhibitions are usually intended for the general public. The thematic focus of exhibitions can be very broad, however, the non-commercial nature always prevails (at least in the first plan). The organisers of exhibitions are often government institutions, interest groups, NGOs, social movements, civil initiatives, individuals, or companies. Exhibitions typically last over a longer time - weeks, months, and sometimes, as in the case of permanent displays in museums, years. However, there also the so-called travelling exhibitions that are changing their venue. Each exhibition is usually a unique product thanks to its specific content and exhibits. In terms of marketing communication, exhibitions are especially important as a part of public relations – they can improve our relations with certain groups of the public and help us to improve our image.
For example, company museums are important, yet in our country still little known and used part of the corporate marketing communication, especially concerning the aforementioned public relations. The best known are museums of car manufacturers Tatra in Kopřivnice and Škoda in Mladá Boleslav. Using the example of the museum of A. W. company in Loštice we have also suggested various possibilities of making the local museums more attractive for foreign visitors (as a part of development of the local tourism) – these suggestions were made in 1996 within the project “Communicating Town” (see Foret, 1996).
Trade fairs, on the other hand, have a clear commercial focus – they aim at strengthening trade relations and economic cooperation. In addition, trade fairs are also used to sell products, although this aspect has been losing its importance during the last decades. This is why we rank trade fairs rather among the instruments of sales promotion than public relations. The content orientation of trade fairs is becoming increasingly specialised – they are increasingly often focused on a very narrow group of specialists (experts). Another trend concerning trade fairs is the shortening of their duration – they usually last for several days. On the other hand, there are trade fairs with the same thematic focus that successively take place at various locations around the world.
Depending on the organising subjects and statistical data on the visitors and exhibitors we can divide the trade fairs held in the Czech Republic into the specialised ones that are intended for (and mostly visited by) professionals and the general ones that are aimed at the general public. The first type mostly includes business negotiations with the corporate customers, distributors, suppliers, or competitors, while the second case mostly consists of dealing with customers and consumers.
The growing number of trade fairs and the increasing specialisation leads to joining of individual trade fairs into bigger events. Holding an event means organising more than one trade fair at the same time, in the same exhibition site, and most likely with a similar thematic focus. An example might be various trade fairs focused on the different areas of the construction industry that are similarly named and held at one exhibition site at the same time. The visitors will appreciate the possibility
to visit more specialised trade fairs at the same time, often without even knowing that they are moving from one trade fair to another. This synergistic effect should be more recognised and used. Exhibitors should be prepared for the fact that their visitors originally came to see some different, simultaneously held trade fair.
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What are the differences between trade fairs and exhibitions? An exhibition, especially if it is not associated with the sale of goods (the so-called selling exhibition), is a presentation of especially artistic, cultural, educational, scientific, research, business, leisure, or other activities. Exhibitions document and present the achieved results and findings, level of development, and also future prospects. The nature of exhibitions is primarily informative and educational. Exhibitions are usually intended for the general public. The thematic focus of exhibitions can be very broad, however, the non-commercial nature always prevails (at least in the first plan). The organisers of exhibitions are often government institutions, interest groups, NGOs, social movements, civil initiatives, individuals, or companies. Exhibitions typically last over a longer time - weeks, months, and sometimes, as in the case of permanent displays in museums, years. However, there also the so-called travelling exhibitions that are changing their venue. Each exhibition is usually a unique product thanks to its specific content and exhibits. In terms of marketing communication, exhibitions are especially important as a part of public relations – they can improve our relations with certain groups of the public and help us to improve our image.
For example, company museums are important, yet in our country still little known and used part of the corporate marketing communication, especially concerning the aforementioned public relations. The best known are museums of car manufacturers Tatra in Kopřivnice and Škoda in Mladá Boleslav. Using the example of the museum of A. W. company in Loštice we have also suggested various possibilities of making the local museums more attractive for foreign visitors (as a part of development of the local tourism) – these suggestions were made in 1996 within the project “Communicating Town” (see Foret, 1996).
Trade fairs, on the other hand, have a clear commercial focus – they aim at strengthening trade relations and economic cooperation. In addition, trade fairs are also used to sell products, although this aspect has been losing its importance during the last decades. This is why we rank trade fairs rather among the instruments of sales promotion than public relations. The content orientation of trade fairs is becoming increasingly specialised – they are increasingly often focused on a very narrow group of specialists (experts). Another trend concerning trade fairs is the shortening of their duration – they usually last for several days. On the other hand, there are trade fairs with the same thematic focus that successively take place at various locations around the world.
Depending on the organising subjects and statistical data on the visitors and exhibitors we can divide the trade fairs held in the Czech Republic into the specialised ones that are intended for (and mostly visited by) professionals and the general ones that are aimed at the general public. The first type mostly includes business negotiations with the corporate customers, distributors, suppliers, or competitors, while the second case mostly consists of dealing with customers and consumers.
The growing number of trade fairs and the increasing specialisation leads to joining of individual trade fairs into bigger events. Holding an event means organising more than one trade fair at the same time, in the same exhibition site, and most likely with a similar thematic focus. An example might be various trade fairs focused on the different areas of the construction industry that are similarly named and held at one exhibition site at the same time. The visitors will appreciate the possibility
to visit more specialised trade fairs at the same time, often without even knowing that they are moving from one trade fair to another. This synergistic effect should be more recognised and used. Exhibitors should be prepared for the fact that their visitors originally came to see some different, simultaneously held trade fair.
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