Expert opinion | 336 (June 2017)

SVETLANA CLIMINA, EXPO EVENTS CONSULTING LLC

2017-06-21 14:40 Views 320

Expert opinion

SVETLANA CLIMINA, EXPO EVENTS CONSULTING LLC

OJ: Why do major oil and gas companies participate in exhibitions?

S. C.: Participating in exhibitions allows companies to solve commercial, communications and PR goals. It also provides noticeable economic benefits, for example, through giving out club cards to be used at gas stations. Tens of thousands of cards are handed out each year at major events like the Moscow International Automobile Salon. Studies have confirmed that companies experience an increase in gas sales after such promotions due to their attracting new clients.

In addition, an appealing exhibition stand is a company’s face to the outside world and an appeal to thousands of potential customers to buy the various products and services it offers. It’s a good instrument for getting feedback from customers and for explaining the company’s position on various issues.

OJ: In your opinion, what makes a good stand?

S. C.: A good stand is one that fulfills the company’s objectives (depending on the type of event) and increases its shareholder value. A good stand should make an impression and impact; it should promote the brand and the company’s message, but nonetheless be a comfortable area for its employees to work.

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