Events as corporate marketin strategic tool

The IDEC-UPF analysed the importance of events in the marketing of companies in a round table discussion organised within its Marketing Service Program on the 26th September.

“It is necessary to attend a tradeshow even when there is a crisis in the sector”, according with Sonia Graupera, International Business Development of Fira Barcelona, “to build costumer loyalty, to analyse the market, to be there with the competition”. Other important elements for which exhibitors want to be present in a tradeshow, besides the main aim to generate sales include: to introduce and test new services with the visitors of the lounge. Experiential marketing is getting more impact in tradeshows; offering the opportunity not only to know but to try, to feel the offer. “A tradeshow is also a great occasion to promote the corporate image and branding” added Graupera.

The event, be it a tradeshow, a product presentation, or a team-building, it is above all, a communication tool, “the one that provides live communication” according to Eric Mottard, Partner-Director of Grupo eventoplus. This characteristic has its advantages and disadvantages. The principal difficulty is in organising an event is its high cost. “Any communication tool costs a few cents for contact, however, in an event, if you want to do things well, it costs much more,” according to Mottard. Among other disadvantages is that is events, there is no zero risk.