Guide to a Successful Joint Fair Participation : Case Study: Airport Cluster Finland at Inter Airport Europe 2011
Väinölä, Lotta-Elviira (2011)
Väinölä, Lotta-Elviira
HAAGA-HELIA ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201201301740
https://urn.fi/URN:NBN:fi:amk-201201301740
Tiivistelmä
The purpose of this thesis was to produce a guide to a successful joint fair participation for the use of the commissioning organization Airport Cluster Finland, which exhibited at Inter Airport Europe 2011 with 12 of its member companies. The purpose of the guide was to analyze the joint fair participation at Inter Airport Europe 2011, present suggestions for improvement, and therefore help Airport Cluster Finland in the future joint fair participations.
The theoretical framework was based on Kotler’s (2006) traditional marketing mix and Lovelock’s (2009) extended marketing mix for services. The focus was especially on the promotion component. In addition, the concepts of relationship marketing and branding were briefly discussed before finally focusing on trade fair intelligence.
The research methodology during the study was qualitative. The research methods in-cluded a case study (Inter Airport Europe 2011) and observation during the event. In addition eight interviews with the Airport Cluster Finland co-exhibitors were conducted to find out their satisfaction in the joint fair participation. As a result of analyzing the data, a guide to a successful joint fair participation was produced.
The findings showed that a successful joint fair participation requires careful planning, cooperative implementation and certain follow-up procedures after the fair. There are several challenges related to a joint fair participation. However, according to the co-exhibitor interviews, the joint fair participation still brings more benefits than challenges. Trade fair exhibitors learn from each joint fair participation i.e. increase their trade fair intelligence, and therefore are able to perform even better in each upcoming trade fair.
In conclusion, it can be stated that a joint fair participation is a good and attractive option, especially for small and medium sized companies, which otherwise would not necessarily have the resources to participate in trade fairs individually. Joint fair participation is challenging, but it can be extremely beneficial when the strengths and assets lying within joint efforts are utilized effectively.
The theoretical framework was based on Kotler’s (2006) traditional marketing mix and Lovelock’s (2009) extended marketing mix for services. The focus was especially on the promotion component. In addition, the concepts of relationship marketing and branding were briefly discussed before finally focusing on trade fair intelligence.
The research methodology during the study was qualitative. The research methods in-cluded a case study (Inter Airport Europe 2011) and observation during the event. In addition eight interviews with the Airport Cluster Finland co-exhibitors were conducted to find out their satisfaction in the joint fair participation. As a result of analyzing the data, a guide to a successful joint fair participation was produced.
The findings showed that a successful joint fair participation requires careful planning, cooperative implementation and certain follow-up procedures after the fair. There are several challenges related to a joint fair participation. However, according to the co-exhibitor interviews, the joint fair participation still brings more benefits than challenges. Trade fair exhibitors learn from each joint fair participation i.e. increase their trade fair intelligence, and therefore are able to perform even better in each upcoming trade fair.
In conclusion, it can be stated that a joint fair participation is a good and attractive option, especially for small and medium sized companies, which otherwise would not necessarily have the resources to participate in trade fairs individually. Joint fair participation is challenging, but it can be extremely beneficial when the strengths and assets lying within joint efforts are utilized effectively.