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Exhibiting with purpose
The new company, headed by Kim Kullmann, uses mind mapping to develop integrated, creative exhibitions solutions that complement a client's brand strategy.
Kullmann argues that a thorough approach to exhibitions - at all levels - is necessary to secure adequate return on investment. But, she also maintains that this approach has to be linked to overall company objectives and brand strategies.
"On the web site, sticky-marketing.net, author Mark Abraham lists several weak reasons for exhibiting. The one most cited is force of habit - 'because we attended last year and the previous four years and if we are absent this year people may think we are having difficulties'.
"He adds that this thought passes many directors minds when considering their large sales and marketing budgets for the coming year but it is a very weak reason for attending trade shows when their costs are taken into account."
Kullmann maintains there are other reasons for attending shows:
"And there are other benefits, too including team building for your own staff, hospitality to your customers and or distributors, an opportunity to meet the press, general enquiry generation, and staff motivation.
"However, participation in exhibitions is generally not taken seriously as a marketing tool, proof of this being the fact that it barely rates a one paragraph mention in a well-known marketing course. This is a pity because exhibiting can be very successful and have great impact.
The majority of companies 'waste' their investment in exhibitions because they do not know how to manage the process to provide a tangible return on investment, according to Kullmann.
"The right course of action for a company that exhibits even just once a year should be firstly to incorporate this medium into the company's marketing mix at the beginning of the financial year so that a proper budget can be calculated. The next step is to set up a task team of employees to establish what the objectives for the show are going to be and to implement them."
Kullmann stresses that, as the 'value-add' proposition of business becomes more and more intangible, shrewd marketers seek ways to make the proposition relevant, practical and valuable - even when it comes to shows and exhibitions.
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