Trade fairs - Are they for match-making or sales?

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.