Trade fairs and shows are normally characterised by
exhibitions that give companies in various industries the opportunity to
showcase their various products to the public as well as establish contacts
that can further boost their businesses.
While some are open to the public, others are reserved for
only specific representatives of some companies with just a few being open to
these two groups of people. The true meaning of fairs are for
match-making and networking and not for sales.
For example fashion shows, auto shows, trade fairs and other
exhibitions are normally organised on a continuing basis to constantly attract
markets as well as foreign customers to have knowledge of some new products on
the market.
Just like other trade fairs, auto shows are also public
exhibitions of current automobile models, concept cars as well as unveiling new brands and models of cars to the public. According
to a Wikipedia source, most auto shows occur once or twice a year and are vital
to car manufacturers and local dealers as a public relations exercise, for
advertising products, and for increasing publicity.
Fashion weeks are also industry event that allows fashion
designers, brands to display their latest collection in shows for the media and
buyers to take a look at their latest products. The most prominent fashion
weeks are held in the four fashion capitals of the world: New York City,
London, Milan and Paris.
For example, in the United States, there are currently over
2,500 trade shows held every year, and several online directories have been
established to help organisers, attendees, and marketers identify appropriate
events.
COST INVOLVED
Organising trade fairs however does not come on a silver
platter as it involves a considerable marketing investment by all the
participating companies. These costs, includes space rental, design and
construction of trade shows displays, telecommunications and networking,
travel, accommodations, and promotional literature and items to give to
attendees.
Extra costs could also be incurred during the exhibition to
cater for services such as electrical, booth cleaning as well as Internet
services.
At the just ended 16th Ghana International Trade Fair which
was opened from February 23 to March 10, 2012, there were over 500 exhibitors
displaying their various products and services. Outside sheds on the wings cost
GH¢600, while stands inside the pavilions cost GH¢1,500. Other exhibitors paid
as much as GH¢1,600 and GH¢ 400 for the bare land and had to incur extra cost
to erect their own structures to mount their exhibition.
THE SITUATION IN GHANA
Organising fairs in Ghana are often characterised by sales
as most exhibitors come there with the motive to sell while a few others focus
on establishing contacts.
The situation at the just ended fair was no different as
most investors who invested to exhibit their wares saw it as an opportunity to
enhance their sales as well as make contacts.
The euphoria that normally characterise trade fairs in Ghana
seem to have dwindled over the years while management of the centre is also
striving to revive it.
The Acting Director of the Ghana Trade fair Company, Mr
Erasmus Okpoti Koney, who spoke in an interview with the Graphic Business prior
to the fair said, the company had contracted an Irish firm to draft a proposal
for a whole rehabilitation of the centre as well as spicing the fairs up with
entertainment artistes performing during the fair.
Although all these were evident during the just ended fair,
exhibitors still complained of low turnout which apparently was as a result of
low publicity for the just ended fair.
They attributed the situation to virtual lack of publicity
of the fair unlike some decades back when the airwaves and the print media were
bombarded with promotional materials to attract the masses to the fair.
A visit to the site by the Graphic Business team on Friday,
March 9 2012, revealed an atmosphere of low patronage unlike some 10 years ago
when the fair site was always filled to capacity, particularly when the
curtains for the end of the fair draws closer.
Only a few people were found roaming the fair sites without
making any attempt to buy and some exhibitors were seen sitting quietly behind
their wares with disappointment written all over their faces because they have
not had value for money.
Others tried to brave the storm by consistently trying to
persuade visitors to patronise their products by doing personal marketing or
giving out brochures.
In the last decade and a half, trade fairs organised by the
Ghana Trade Fair Authority has received very low patronage basically because of
the very low publicity given to such events.
Some exhibitors who spoke to the Graphic Business team
expressed their regret for having paid to exhibit at the fair simply because,
to them, they are virtually getting no value for the money they have invested.
Mr Bernard Acheampong, owner of B. Acheampong Gallery who also exhibited his
wares on the wings said “I was here three years ago and patronage was bad, so I
decided to stay away for some time. I came this year thinking things would have
beeb better, but to my surprise it isn’t any better.”
In desperation, Mr Acheampong said at the last hour he had
to reduce the prices of his wares in an attempt to encourage sales but this
however did not yield any results because there are no people to buy.
This exhibitor, like many others came to the fair with the
notion of boosting sales and as such will go back with the impression of not
gaining value for their invested monies which should not be the case.
There is therefore the need for these exhibitors to realise
these fairs are not necessarily to promote sales but to exhibit their wares,
establish their contacts to spark up business at the end of the fair as is the
case in most international fairs.
It therefore stands to reason if the acting deputy Chief Executive Officer of the
Ghana Trade Fair Company Nana Kwame Ofori-Amanfo condemns the practice whereby exhibitors complain of
low sales after fairs.
Participants at fairs, Mr Ofori-Amanfo said, are expected to
interact with others and try to make business deals but not to carry all their
products to the exhibition grounds with the aim of selling out.
At international fairs
companies just put up samples on display so as to enhance business
deals and this is what Ghanaian exhibitors must be taught. The problem of sales
at international fairs must therefore be placed on the door steps of the Ghana
Trade Fair Company. It seems the trade
fair company has not learnt from
previous fairs in order to give regular education to exhibitors. Until such
education is done and the true meaning is given to fairs, local exhibitors will
continue to complain of poor and fairs.
