Fairs for serious shopping

Rolling on smooth and fine

Rolling on smooth and fine  

EXPOS ARE being organised at regular intervals in the city these days. Irrespective of the kind of products that are on display, quite a few people step into the venue of these expos out of sheer curiosity. There are also buyers who go around to do some serious shopping.

They are what the organisers of these fairs classify as "business visitors". These visitors come in with a lot of expectation and pose probing questions to the representatives of companies that showcase their products.

Sensing the need to lure them, event managers have even started to earmark time exclusively for these visitors. So what do these fairs mean to these visitors and companies?

The `Printech India 2003', the National-level Printing and Packaging Exhibition, organised by Indus Fairs and Events (India) Private Limited, a few days ago, offered some answers. For those into small-time printing, it was an opportunity to know the best from a whole new range of products.

Price was one of the main priorities for this section. "Some of the foreign-made machines are extremely costly. There are a few Indian-made ones that can suit my requirements. I checked out whether they are available," said K. Karuppusamy, who is into desktop publishing.

Modern machines on display

Modern machines on display  

For this segment there was some good news, for apart from some big players like HMT Machine tools and Xerox, the document company, a number of local companies engaged in the manufacturing of printing machines, had also put up stalls. Interestingly, the business visitors were seen making enquiries even during the session meant for the general public.

The advantage of putting up shops in a fair is the good conversion rates (the number of enquiries that get converted into orders), exhibitors noted. "We displayed entry level models. It is much easier to sell such products here and the conversion rates are also pretty good," said P. Veeramuthu, Managing Director of the Coimbatore-based Macro Print Engineers Private Limited.

The expo had lots to offer for budding entrepreneurs. "We received a number of enquiries from those who are relatively new to the business. Thanks to the fall in deposit rates, people are keen on knowing whether printing business is a good field to put their money in," remarked M. Alexander, Deputy Manager, Marketing of the city-based Autoprint Machinery Manufacturers Limited.

The timing too is paramount for such fairs that target a niche segment. "Normally the entire purchase process takes two to three months. In printing, the business picks up in March. So all these factors have to be taken into account while organising a fair," observed S. Thiagarajan, director of Indus Fairs and Events.

By Allirajan M.

Photos: S. Siva Saravanan

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