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 Feature article—
"Exhibitors typically
mature through 3 phases with their international stand presentations"
Show organizers and floor observers have found that
exhibitors can be fit into one of three broad categories as their
comfort in the market grows. Each has its own set of characteristics and
support needs.
1.
Exploratory phase.
These companies are exhibiting to
watch, meet agents, see the competition. They want to keep expenses to a
bare minimum. They are also highly dependent on the show organizer for
instruction and promotion of their participation. Pavilion spaces and
turnkey booth packages are attractive to them.
They are followers and, when asked
why they are attending will often say, “Because the boss told us to go.”
2. Product phase.
These exhibitors are logistics
focused and their increased investment on the floor almost exclusively
consists of bringing samples and modest equipment displays. “The product
sells itself,” they say, “all I have to do is put it in front of the
customer.”
Additional technical staff may be on
hand, and these exhibitors come away with a better idea of how the
market will accept their offerings. Selling is reactionary: They
figure out how to make the project work and deliver it only after
someone buys from them.
3.
Marketing phase.
 These firms are committed for the
long term. They take a comprehensive approach to the strategic
positioning of their product and support systems to foster aggressive
market penetration. The booth and staff are adapted for the specialized
sales process in Mexico, and custom collateral materials have been
developed.
These veterans have seen a few shows,
faced some surprises, and are comfortable solving problems along the
way; they are pro-active and resource independent.
Companies first enter the international arena
for a variety of reasons. As a result, not all exhibitors enter at the
same point and progress in sequence.
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Publication:
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Published
July 1995 in
Exhibit Mexico (ISSN
1080-4072), Ann Arbor,
Michigan; written by Dell
Deaton: 294 words.
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