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Articles May-June 2021

Pursuing the Pro Audio Trail

In conversation with Caroline Moss and Sue Gould

PT got in touch with the Pro AVL Asia magazine core team of Editor - Caroline Moss and Sales Director - Sue Gould, who between them boast of over three decades of experience in the pro audio industry..... read more

NJSM Marks a Milestone in the Business of Sound

From Rental Company to manufacturer and innovator, Nixon Johnny has guided and grown NJSM from a two-person company to a fifty-person company, continuing to expand into virtual events with NJSM Virtual Studio..... read more

Tech Savvy Environment for T-Systems

Eyte Technologies installs high-tech AV Solution at T-System’s Experience Center facilitating brand value and delivering superior customer experience..... read more

Conversations with SudeepAudio

Sudeep Audio, one of India’s first pro audio web store selling studio software and equipment online commenced its YouTube Channel, ConverSAtions, in 2011 to share the journey of Indian Sound Engineers..... read more


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Building Brands Through Exhibitions & Events


Why do all manufacturers want to participate at exhibitions they see important to their business? Let’s just say it is the industry norm around the world and the truth is it’s not just sales that drive companies. Building their brand through the expo & other event related activities that bolsters this exercise of building a brand in a highly competitive space.

As a keen observer of this trend, I have seen that exhibitions are also growing bigger and better, almost competing with international standards. Now case in point- PALM. As a leading expo for professional audio and lighting in India the Expo has been organically growing for the past so many years. Adding a plethora of facilities and features to help companies not just grow their sales or marketing managers to just advertise and promote their products but to also strategically build their brands. Now really what does this all do for the customer is very specific to the product & the strategy. However a holistic approach to the same gives companies an ability to build a brand recognition that no amount of sales discounts could. That is why many organizations are keen to spend this money as a part of their allocated marketing budget.

Music Branding:

HARMAN, the leading Professional audio brand, who I am closely associated with, have spearheaded this over the past few years by building the HARMAN Live Arena @ The PALM Expo which in itself has become a movement and an Intellectual Property of HARMAN India.

What worked for them? They took music branding extremely seriously by roping in the top of the line musicians to perform on their platform and showcased their brands which are a turnkey audio solution from microphones, consoles, amplifiers and loudspeaker systems and in addition to that, top of line lighting solutions. This is the key to making music the best medium to tell your brand story. The thing about performance venue in the Expos will surprise you that not only the punters/customers want to see the live acts even the musicians and bands want a slot to perform on these platforms and backline companies too wish to have their endorsees perform center stage rather than just a visit at the booth. I can surely say that this is the NUMERO UNO form of brand building at an event. Nobody can tell their story in the audio industry better than powering music through their products and HARMAN got it right in India since the first Live Arena.

Looking at this success, many other brands too have followed and I would not be surprised that in years to come the quality of musicianship that will perform will just grow.

Knowledge Branding

Many manufacturers have conducted knowledge workshops and forums on the exhibition grounds at scheduled times roping in either a celebrity engineer or applications engineer. These experts have conducted numerous such workshops making the consumers aware that the companies are serious about training & empowering their customers. This according to me is also a very important initiative to establish the brand as serious players in the competitive market.

Demo Branding

Now this is a crucial thing as most of the time it is approached quite haphazardly. A few years ago, PALM Expo organizers took a good decision to have a demo area allocated with timed slots so that manufacturers can demo their products to their customers and many decisions especially on PA systems are actually taken in these demo areas. Some may think that there is a snob value associated with attending these demos & certain manufacturers feel strongly about not wanting to be in the demo zone. But I can surely say that a lot of people want you to take decisions based on hearing and if you want that business then you have to be in that space. Some nearlfield monitor companies just take allocated rooms where they can give personalized demos to their customers and this is a god way to make decisions & conduct business. Many even allocate a room in a nearby hotel to make it more personalized and provide a true listening experience.

Stall Branding

I would say that everyone has a stall, everyone has a layout and everyone has the best of their product line displayed or demoed on the booth. This has historically been the way all exhibitions have been, now really what kind of stall would really get my attention, considering I am the target audience?

First based on what product you are showcasing. So the strategy for a microphone company may totally differ to that from a loudspeaker manufacturer. But I always think that the importance of being able to attend to the customer’s queries, questions makes all the difference. It’s a given that I am going to see the companies flagship products and legacy products at the booth but at the end of the day I am doing business with people and not their products. It’s also very common to see microphone & headphone manufacturers having performances & conducting music branding at their booths itself since the headphones help with creating a noise free environment.

Whether you are a distributor or the manufacturer you cannot ignore that most purchasing/investment decisions are taken at expos & exhibitions. Brand & product visibility is the highest during these trade fairs and the aspiration for the customers to attend them and derive knowledge & pricing is very high. Your ability to convert new customers and to keep existing ones totally depend on your ability to engage them well during the exhibitions.

Which leads me to the conclusion that even the most iconic companies have their presence during the trade fairs and that is something which will only increase. If you really look at it, their brand recognition and position determines the stake and ability to purchase the annual real estate on the fair grounds. As the story goes, to be seen is to be in the market.


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