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Leaving a lasting impression at exhibitions

From the May 2012 issue.

GCR talks to the experts on how a show exhibitor can stand-out from a crowd.

exposition show tips
The doors open and a flood of visitors consisting of industry leaders and potential clients roll in. They pass stall-by-stall, scouting business leads and the latest innovative products and services. The question is: what will leave a lasting imprint in their minds?

Year by year, more companies within the coffee industry are taking advantage of show opportunities as the number of expositions continue to grow.

Dr Danielle Chmielewski-Raimondo from the Department of Management and Marketing at The University of Melbourne, notes the growing importance of expositions within the coffee industry. “Coffee is a prestigious market very much about quality,” she says. “With expositions, there’s legitimacy. If you want to be considered a serious competitor in a serious industry, and in order to get a reputation, you have to be part of these expositions.”

Chmielewski-Raimondo says a company’s presence at an exposition can provide publicity and create brand awareness. “You almost can’t put a dollar value on it,” she says. “Having people talk about your brand and take an interest in your company at an expo is far more credible compared to [other forms of publicity].”

Expositions have long been used by businesses as a marketing strategy, and they continue to evolve with time. “People prefer to spend a bit more money on something that is far superior than settling with the status quo,” Chmielewski-Raimondo says. “Expositions are still very relevant to coffee because there are a lot more specialty brands and small niches under a larger umbrella of coffee.”

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