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This question has been closed, and points have been awarded.
Maintaining Customer Loyalty Through Exhibitions
Posted By: johnnylomb* on 11/2/2004 8:16 AM (CST) 25 Points
attitudes and behaviour. the intention to re-purchase as a result of exhibition attendance and the ways in which producers go about creating loyalty with their clients

Posted by: JBtron Accepted Answer
11/2/2004 8:33 AM (CST)
JL,

B2B or B2C?

I HOPE you're B2B, because B2C audiences don't usually gravitate to exhibits to make up their minds on brand loyalty. They distrust the "show" aspect and prefer less contrived sources of decision-maker-level information.

Hope this help!

Best,

::JBtron
 
Posted by: W.M.M.A. Member Response
11/2/2004 8:33 AM (CST)
This request is a bit nebulous, would you expand and create a question? I do not really understand what you are attempting to achieve.

Randall
WMMA
 
Posted by: jillm Accepted Answer
11/2/2004 2:00 PM (CST)
Well said Randall! :-)

Seems to me that for B2B exhibitions, it's more about creating a stronger customer relationship and educating the market. Whereas with a B2C consumer exhibition, you would be more likely to make sales on the spot. Two wholly different situations...

Good luck!

- Jill
 
Posted by: johnnylomb* Author Response
11/3/2004 3:54 PM (CST)
thanks for the inputs, I have updated the enquiry.

"Giveaways" and its relationship with loyalty with
exhibition users?

Currently researching into this question, and would
like to know any thoughts you, or comments made by
fellows regarding this enquiry.
 
Posted by: Brainiac* Accepted Answer
11/19/2004 3:28 PM (CST)
Hi Johnny,
Interesting Research. First of all, as JBTron rightly pointed out, B2B companies have better responses during exhibitions and trade fares rather than B2C companies. In case of B2B, the giveaways can be in the form of a free consultaion on your existing machinery or equipment, a minimal discount(very rare and restricted to certain industries) etc. But these kind of exhibitions are helpful in getting new customers or expanding existing markets rather than actually increasing brand loyalty amongst existing customers in the B2B sector. The B2B sector relies on a very extensive and well-planned CRM to help retain customers and increase brand loyalty. Hence, personal relationships between the marketing manager or the seller and the purchase manager or the buyer, kind of service being provided etc. help in increasing loyalty in the B2B industry.
In the B2C industry, trade fares and exhibitions can be of automobiles, real estate, consumer electronics etc. which are high cost products. In this case, industries such as consumer electronics(TV's, Washing machines etc.) can increase brand loyalty by a certain(small) extent through giveaways but they rely more on after sales service, relationship marketing etc. to keep the customer loyal to their brand. Like I said earlier, exhibitions are held largely to attract new customer sand hence the focus is on acquring rather than retaining customers so trying to improve brand loyalty is not really the primary objective.
Giveaways might work if you reward a loyal customer by sending him a free gift or say a couple of movie tickets etc. to his residence. But your existing customers might not necessarily frequent exhibitions. Potential customers will.
So i really dont think that giveaways work to increase loyalty, atleast not through trade exhibitions.
I hope this helped. do let me know if you wish to know anything else.
Au Revoir.
 
Posted by: Val (Moderator)* Moderator Response
11/19/2004 8:33 PM (CST)
Hello all. I am closing this question since it's more than 10 days old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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