One of the
most overlooked function that events or expo can do to a company is market
research. It seems that automatically we join expo to generate sales – a short
term goal that is ok but may not answer when we want to be on top of
competition.
Market Research
is about generating insights and intelligence in the market that companies are
in and the competition that is around it. Expo or events are great in
generating consumer insights and competitors intelligence.
It is a must
for us who are using expo and events as a tool to harness this very special
character in order to give us the edge when it comes to the competition.
Here are three
things you can do at expo when it comes to market research:
a. Testing of new
product
b. Research the
effectiveness of the marketing campaign
c. Test market awareness
and perception on your products
Having said
this, good luck to a more intelligent use of expo and events.
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