DTI conducts seminar on fair participation, product promotion

By Jennifer P. Gaitano

BUTUAN CITY, Aug 2 (PIA) -- In time for the opening of the trade fair for "Adlaw Hong Butuan" celebration, the Department of Trade and Industry (DTI) Caraga conducted recently a Seminar on Trade Fair Participation and Product Promotion Strategy at the Almont Hotel’s Inland Resort for the business sector here.

Guest speaker Adelfa Bajao, consultant, explained that a trade fair is an exhibition organized to give manufacturers and suppliers an opportunity to display their products or services to prospective buyers. “The goal is to show, educate and inform the public of products that are available to them,” she said.

“Access to information, assessment of buyer reaction and interest, product presentation, viewing competition, market orientation, and opportunities for networking, are some of the advantages that entrepreneurs should consider,” added Bajao.

Bajao also said that trade shows can be an incredibly effective promotion and sales tool for small business but they can also be a complete waste of time and money. So remember this, 1) set clear goals for your trade show participants; 2) research trade shows/fairs; 3) once you’ve chosen particular trade shows, plan your budget and book your space; 4) plan your display in terms of your audience; and 5) advertise in advance,” she said.

It was also learned that in conceptualizing exhibits, the important criteria to observe are: 1) effectiveness of an exhibit is directly proportional to the quality of information used as basis for the design; 2) it is better to create a positive selling atmosphere than for exciting design atmosphere; and 3) the use of gimmicks overshadows the positive business aspects of the exhibition, it often reflects the absence of clear marketing goals or coherent selling strategy.

Bajao further shared that to create a trade show displays that will engage potential customers, entrepreneurs must think neatness and visibility when putting trade show display together; build the impression of demand in the display; have a stock of promotion items that can be used as trade giveaways; use a prize draw or contest; make it easy for booth visitors to get information; make sure to have plenty of promotional literature on hand; be ready to do business; have the booth manned at all times; actively engage booth visitors; and follow-up promptly.

Sharing her knowledge on the effective conduct of trade fairs, Bajao hoped for the success of the participants’ future business plans and trade displays. (JPG/PIA 13 Caraga)