Events | Entertainment | Promotions | MICE | BTL ... - EventFAQs

OPINION
4 December 2011, EXPERIENTIAL MARKETING 27
your brand and industry
wide expo helps them and benefits their respective industries.
Royston Fernandes
General Manager – Events
Mukul Kashyap
Marketing Manager – India Sales
Industry expos in the B2B space are
important and useful platforms for trade
interactions. They give trade buyers
an opportunity to interact with multiple
suppliers at a single venue, even as
they provide suppliers with an excellent
opportunity to showcase their products to
a wide cross section of clients at a single
place. For manufacturers, they are also
a platform at which new products can
be introduced and presented. Industry
expos in the B2C space have also been
useful in reaching out to target audiences,
more so in the upper end range. Here the
expos need to have an integrated identity
like a wedding show, and also be well
timed before critical buying seasons, plus
must be organised at venues that attract
the targeted customers.
It is very crucial for us to have an expo
as we get to showcase our brand and
eventually helps us reach our end
customer. BTL activities are important
because it helps us get in touch directly
with the end consumer as it is not the
retailers, dealers or distributors. It is
primarily the end consumer who is
our target audience. The brand would
definitely benefit from an industry expo
as it is there that we connect directly with
our end users and not through any dealer
or retailer. Apart from showcasing our
products at an expo, it helps us take the
voice of our consumers and receive get a
good feedback.