Exhibiting at the
World's Largest Marine
Pre-Conference Promotional Activity
Prior to the conference we undertook a lot of pre conference promotional activity to generate as much interest in our exhibit as possible. This included. listings and profiles in the Exhibitors List, on the OI website, in the Conference Catalogue given to all registrants and in the Show Preview - a document sent out in advance to over 100,000 selected individuals. We also got a comprehensive review of our November 2001 Seminar placed in the International Ocean Systems magazine and an information summary in Hydro International Magazine. We also got a website link from the OI website. As an additional means of generating traffic to our stand an e-mail was sent to our entire client database (350+) inviting them to visit our stand at the conference. This database includes all our contacts from a 2001 British Market Seminar which we held in Reading near London.
From a marketing perspective we believe that OI London was very successful for us. The whole objective of attendance was to create a profile for the Irish Seabed Survey, to make this huge potential client base aware of the survey and the data being produced from it. Our exhibit was hugely popular with a virtually continuous stream of attendees visiting the stand and asking for information. In marketing parlance our exhibition there fulfilled three of the four components of the "Marketing Mix."
1. Product: we went to the marketplace with a strong product concept - we know the products we wish to sell. However, we are also willing to be flexible in that we are looking for feedback from potential customers as to the other uses we may not have considered for the data.
2. Place: we chose an exceptionally strong platform at which to showcase our products - the world's foremost marine conference.
3. Promotion: in this case we chose a conference as our promotional vehicle. This conference and the accompanying publicity we earned (see above) allowed us to promote the results of the Irish National Seabed Survey to a huge potential customer base. This we did with gusto and at this early stage in our Marketing Strategy we cannot imagine a more useful promotional tool than this. Leaving OI 2002 we've had several queries to follow up on, an additional 160+ contacts to add to our client address database and we have consolidated our relationship with several important industry players. This conference was indeed a success for both the G.S.I. and the Irish National Seabed Survey.
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