Download Marketing or sales?

Trade Fairs
Marketing or sales tools?
Are
Tools of
Corporate or project marketing?
CEE Outgoing situation
•
•
•
•
Transformation completed
Fewer new companies from abroad
Local companies established
Rearrange, streamline their operations
Foreign interests
• Globalisation, concentration of capital
– not only for higher efficiency
• Rationalise production and marketing tools
• Now: buy markets, market positions and
customers.
They know something !
Sources of market information
• Trade associations, press, government
• But, most of all CUSTOMERS!!!
– both
exhibitors and visitors
• Demand growing on more and quality
information on future
What We Need
• Time – not only to sell but to develop contacts,
personal and trustful
• Suggest them only what they really need
• Go out and meet them – well before they are able
to express their wishes, demands
• Go out and suggest them changes
• Customer Relations Management
Role of corporate marketing
•
•
•
•
Not only general communication
Market strategy, positioning, CI
Maintenance of corporate growth
Developing new technologies, media,projects
– Money making actions
• Social sensitivity, PR
– limited direct contact with project marketing and
sales?
Mutual Resources of Corporate
and Project Marketing
• Transfering, boosting values
– Corporate values
– Good projects
• Not only financial
new projects
corporate values
Dilemma 1.
• Where to start a new show
– Where to get the information from
– How to overcome built-in resistance
– Value of market, customer relations
• From the existing project ?
From existing projects?
Prerequisits
•
•
•
•
To know what our partners want
How to render best service?
What content?
Do they have the best opportunity to
develop and/or update the show?
• Are they motivated?
Corporate marketing?
New projects department?
• Nursery of new trade shows?
• May have conflicting interests with
existing project team
• Excellent internal relations can help
• Motivation !
Separated Sales & Marketing
Functions
versy
• Contro
•Profit
Danger of contentment
•
•
•
•
•
Not possible to repeat past year’s practice
Brand strengthened
Trust of customers preserved, but:
Content of the show could not be the same
We need to care, alter, modify and update the
show
• To tell them why and what advantage
Dilemma 2.
•
•
•
•
Time?
For customers?
Wrong question !!!
Say they have to work more with less
results
Opportunities
•
•
•
•
•
Win full confidence of your customer
Confidence only through real dialogue
Listen to your customer
Be the marketing advisor
Advise them marketing solutions not only
exhibitions
• Educate them
• Recommend your own company other profit
making activities, services, media etc.
Thanks for attention
Károly Nagy
2001