The importance of exhibitions during an economic downturn

November 2001 Analytical Instrumentation & Environmental Monitoring

It is a common reaction to trim marketing, advertising and trade show budgets during a downturn in the economy, but how will potential customers learn about your products and services that fit their needs? They will not. That is why maintaining a presence in advertising and trade shows is critical to a company's growth and success.

Many companies utilise an economic downturn to their advantage. While their competition is cutting marketing expenses, many are utilising their sales teams and their advertising and trade show rands to gain market share by increasing visibility and establishing their stability with current and potential clients.

The main reason for exhibitors to take part in a trade show is that it is the most efficient way to make multiple customer contacts in a short period of time.

According to the Centre for Exhibition Industry Research (CEIR), "Nearly two-thirds (63%) of exhibition attendees, employed by manufacturers, authorised or approved the purchase of products or services. In fact 31% purchased products or services while at the show."

A machine tool manufacturer was going to cut his trade show exhibiting budget; however, he found that staying the course brought him results. "With the changes in the economy in the manufacturing industry, I was going to cancel our involvement in shows, but I had a great show recently. Normally we have 40 or so enquiries. We had over 70, so I am going to stay in the game."

This reinforces the results of a study conducted by Getzler & Co, a New York-based corporate turnaround firm, which showed that most organisations experiencing a downturn in cash flow are better off reducing operating costs rather than cutting sales and marketing budgets. According to further research, 88% of decision-makers agree that shows help them decide what products or services to purchase by bringing many vendors under one roof at the same time.

"Trade shows provide a look at state-of-the-art equipment under one roof, " said a trade show exhibitor and attendee. "A sales associate cannot bring a multimillion dollar machine along on a sales call."

Attendance numbers might be declining slightly, however research conducted indicates that this creates an even more favourable marketing opportunity for remaining exhibitors. During economic downturns, show attendees are a more focused group of individuals. They are the key individuals, the ones who make the buying decisions. Companies will send only one or two people to a show instead of five or six. The individuals who are sent carry the responsibility to scout out and compare products and services that will enhance their company's productivity.

Reed Exhibitions SA

(011) 886 3734

[email protected]

www.reedexpo.co.za

Further reading:

Ensuring occupational health and safety in mining
Analytical Instrumentation & Environmental Monitoring
Probe Integrated Mining Technologies (Probe IMT) has partnered with M3SH Technology to offer state-of-the-art environmental monitoring solutions that address these dual requirements.

Read more...

---

Sustainability of surface water
Endress+Hauser South Africa Analytical Instrumentation & Environmental Monitoring
The sustainability of surface water is critical for South Africa’s economic development, social well-being and environmental health. Endress+Hauser has a full range of liquid analysis sensors and transmitters to measure important parameters and has an excellent global track record in water and wastewater process plants and various surface and industrial water monitoring sites.

Read more...

---

Keeping an eye on invisible radiation
Omniflex Remote Monitoring Specialists Analytical Instrumentation & Environmental Monitoring
At its peak in 1994, the energy generation capacity of the UK’s nuclear power stations was 12,7 GW across 16 plants. In 2024, the capacity has fallen to around 5 GW, and the number of stations is down to nine. However, this is far from the end of the story as spent nuclear fuel remains radioactive for centuries, and requires rigorous safety processes to safeguard against leaks.

Read more...

---

Effective dust control in sugar processing
Analytical Instrumentation & Environmental Monitoring
BLT WORLD specialists work in conjunction with the global ScrapeTec team to offer dependable solutions for specific problems at the transfer points of conveyor systems in many industries where dust and material spillage are concerns, including the sugar sector.

Read more...

---

A benchmark for lubricant reliability in mining
Analytical Instrumentation & Environmental Monitoring
According to Craig FitzGerald from ISO-Reliability Partners, mines can save R500 000 or more on their yearly mill cleaning costs, while electricity consumption can be reduced by up to 12%, and lubricant consumption lowered up by up to 60% when using Bel-Ray Clear Gear lubricant.

Read more...

---

Safeguarding precision in industrial radiometric measurements
Mecosa Analytical Instrumentation & Environmental Monitoring
In the complex landscape of industrial plant operations, precision is paramount, especially when it comes to weld inspections to test for structural integrity of pipes. Berthold has the ideal answer to this challenge – X-Ray Interference Protection.

Read more...

---

New indoor air quality monitor
RS South Africa Analytical Instrumentation & Environmental Monitoring
RS South Africa has available a new indoor air quality (IAQ) monitor that provides continuous, easy-to-read, and accurate real-time monitoring of air quality in indoor environments.

Read more...

---

A quick guide to disinfection
Endress+Hauser South Africa Analytical Instrumentation & Environmental Monitoring
The distribution system in a drinking water network provides a reliable supply of high-quality water to consumers. Endress+Hauser’s range of robust, low-maintenance sensors are ideal for monitoring disinfectant levels in the water.

Read more...

---

Multi-parameter measuring system for water quality monitoring
KROHNE Analytical Instrumentation & Environmental Monitoring
Monitoring different parameters in water treatment processes can lead to a situation where different measuring points are scattered across the plant.

Read more...

---

Optimising energy consumption in the chemical industry
Anton Paar Analytical Instrumentation & Environmental Monitoring
To optimise energy consumption and save valuable resources on chemical process plants, operators have to continuously measure parameters such as concentration, raw density, sound velocity and refractive index. With Anton Paar’s wide product range, the process application team has many options for cutting-edge laboratory measurement technologies, and can develop tailor-made mathematical models for every application.

Read more...

---