Exhibitions as an important instrument in the sphere of marketing of regional enterprises
I.A.Naidyonov, director general of the close
JSC P&I“PIK”Maxima”
Exhibition “Golden Autumn” is a very important event for organizers as well as for participants from regions. One of our most important aims is to make the exhibition effective for businessmen. What does it mean? For businessmen it is an opportunity to promote their goods to new markets. Most regional businessmen would like to cover the Moscow market as well. This is the biggest food market in the country and has many perspectives.
On the other hand, representatives from other regions also come to the exhibition- so there is an opportunity to establish contacts directly and promote one’s own produce onto some regional markets. Regional governments also profit from the exhibitions since the budget formation depends on whether a region participates in the exhibition or not. We expect questions and suggestions from the regions. If we try to work out the common strategy of exhibition organization together, the results will be definitely higher.
The dynamics of the exhibition has noticeably increased within the last few years. Today we are improving business and commercial side of it on purpose, to enable regional participants realize their produce at the exhibition, to find new business partners and investors. A lot has been done already in this respect. We hope that “Golden Autumn”, as well as “Green Week” of this year will be commercially productive.
No doubt, the role of Moscow Government, especially at the last stage of the project, is very important. Thanks to it the exhibition has made a great progress. It is worth mentioning, that during the whole year Moscow authorities has been receiving regional representatives, and the heads of the Food Complex of the capital have constantly visited the regions. “Golden Autumn” gives an opportunity to carry out all the negotiations in a most concentrated way during a few days. Regional representatives, representatives of Ministry of AgricultureC, of Moscow Government come to the exhibition and discuss together all the matters concerning the future interactions in the sphere of Agricultural Complex .
I think, heads of many companies would agree that today the exhibition is an important and indispensable aspect of production activity of any enterprise. Participation is not just fashion. Today it is an important element of business development. Exhibition attendance grows every year. An exhibition industry is an important factor of market development, as European, Russian and World experience in general shows. Taking part in exhibitions, you do not only present your produce, but also compare it with that of your competitors, their quality standards and price policy, if necessary improve your own.
It is extremely important that the participants should be people who are really concerned with the matter, plenipotentiaries of enterprises and regions. This year all the visitors will be specially registered at the Russian Agro Industrial exhibition, it will concern all regions and sections of the exhibition. We are ready to help the exhibitors to invite the very specialists of Agricultural Complex they are interested in.
A few words about the Russian exposition during “Green Week” in Berlin. This is a big project, which is held by the Russian Ministry of Agriculture and where we serve as an exhibition operator. This most important project on the foreign market showed that enterprises of the Russian Agricultural Complex have real perspectives to present themselves in Europe.
Certainly, it is yet hard to guarantee any fast results, since there are many problems concerning promotion of Russian produce abroad. But the whole world knows, that we manufacture ecologically clean produce. That is why, despite all the delicate moments of our foreign policy, we should manifest ourselves. Our produce is competition worthy in Europe today and we should find effective means to promote Russian goods onto foreign markets. This concerns certification of production and produce. It means efficient work on the market itself, for example, a choice of trustworthy partners and distributors. And exhibitions, of course. I think it would be advisable to organize special seminars during “Golden Autumn” to prepare participants for “Green Week”.
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