Effective communication ... Exhibition

Promoting a country's international trade?

When considering the use of an exhibition to promote a country's trade, it is vital to identify the aim of the event, and to attach a visual or a story to facilitate promotion
thereof. This helps in attracting both exhibitors as well as visitors.

In organizing such an event, there are 3 parties involved, each with their specific agenda : The organizers, the participants and the visitors. To ensure success it is essential to explore and satisfy these different agendas.

1. The Organizer, in our example the country, has as aim to assist the
taxpayer by promoting national or regional trade as well as the promotion
of the national identity on an international level.

2. The exhibitors goals can mostly be described as :
- Promotion of the individual brand, company or institution
- Search for international connections for both marketing as well as
production channels.

3. The visitors should complement the exhibitors agenda by providing a
market or connection thereto.

In order to make the exhibition conducive to participants, numerous
services need to be supplied by the organizer to provide the event with
the maximal impact and attraction, creating a buzz in the target community
to ensure optimal return on investnent for all parties involved.

By Sirk Verelst
KREAXI design