The report will also explore the other marketing communication tools that can be used together with exhibition to promote the sales.
Marketing communication can be described as the process which attempts to advance the interests of the company, product range or the brand. It comprises of the following elements; personal selling, sales promotion, advertising, public relations, and direct marketing. The main purpose of marketing communication is to persuade the customer (Kimmel 2005, p1).
Exhibitions are very vital elements in the marketing communication strategies. These exhibitions have advantages and disadvantages. Exhibitions assist the organization to create relationships with the stakeholders on the basis of meeting face to face. There are varied reasons as to the use of exhibitions in an organization.
Exhibitions come in three forms and each form aims at a certain group within the market; the consumer, the trade and both the trade and the consumer. The last category (exhibitions aimed at both the consumer and the trade) is the most common form of exhibition. Majority of the exhibitions begin as a trade exhibition and after a week or so, they become open to the public. A fee is paid by the public for entry into the exhibition. The fee is a source of revenue for the company. Most of the times, the products in the exhibition are of little or no interest to the public, thus, they may not purchase the products (Lancaster n.d., p1).
Exhibitions can produce sales lead for the company. Immediate sales are achievable because the buyer comes to the trade fairs. New contacts of a business nature are made with the customers and even with the competitors. Positive media coverage is enjoyed by the organization through exhibition (Donaldson and Smit 2007, p86). Exhibitions at times are considered as a promotional activity.
Exhibitions are encompassed within the trade shows and trade fairs. These trade shows perform two functions; non-selling and selling