Expos still relevant marketing tool in digital era

Information technology has enhanced the way businesses go about their operations.

At the click of a mouse, consumers are ushered into a world full of products, aided in their purchases by luring descriptions and captivating photos.

However, amid this excitement, there are customers who feel that physical interaction with sellers and actually seeing the products one is buying cannot be dismissed so easily.

“There is that thing that people say about technology having rendered some businesses obsolete.

That is not the case.

Exhibitions are treasured by many people. It is the only place that marketers get to mingle with potential clients,” says Catherine Masitsa, owner of Samantha Bridal Fair, which has been organising wedding expos for the past eight years.

The real estate market, bridal business and baby product manufacturers are major entities known to organise expos, especially in Nairobi and other major towns like Mombasa, Kisumu and Eldoret.

According to Dr Masitsa, exhibitions are still the most effective medium of establishing and maintaining customer relations.

“It is often the only time where a shopper, vendor and the product physically come together, which as you may agree, is a potent force for business,” she says.

Daniel Ojijo, the executive chairman of Mentor Holdings who has been running the homes expos, agrees.

“Expos allow exhibitors to sell their services and products themselves in the manner that suits them best and this will always give them more confidence than any other marketing tool out there,” he says.

Esman Obonyo, an events manager with Express Communication Limited, has also found reward in exhibitions.

“We have more participants than we can take. There are even those who booked spaces last year.

Our event has really become popular with people especially Form Four leavers who need assistance in making university choices soon after examination results are out.”

According to Mr Obonyo, career and education fairs still remain the most visited exhibitions in the country.