Expomil 2007 – B2B sau pentru public?

| 21 October 2007 | Afaceri, Marketing | 552 Comments
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Se incheie astazi – EXPOMIL 2007. O expozitie de la pavilionul central al ROMEXPO.

Un loc unde se poate intalni cererea cu oferta – in domeniul militar.

Am fost si eu ieri pe acolo – cu un pasionat care voia sa vada ce s-a mai adus, ce noi tehnologii mai exista. Tot plimbandu-ne de la un stand la altul nu a fost cu putinta sa nu observ si unele aspecte ce tin de partea afacerilor, a marketingului si a imaginii.

Am remarcat astfel in primul rand expozanti care discutau intre ei despre faptul ca aceasta expozitie nu este de fapt pentru publicul larg: ei afirmau ca este un eveniment dedicat practic celor care ofera echipamente si celor ce le pot achizitiona. Fiind si participare internationala cred ca din al lor punct de vedere, daca totul ar fi fost cu usile “ceva mai inchise” ar fi fost mai bine. Nu se asteptau (sau mai corect spus nu doreau) sa vina parinti sau bunici cu copii mici – baieti si fete. E clar acest aspect din faptul ca nu aveau niciun produs pentru cei mici – pe care sa il poata cumpara si care sa le ramana ca amintire (de la avioane la arme de foc ori tancuri). Si-atunci ajungem in zona marketingului si a promovarii. Daca expozantii nu doreau in linii mari sa vina oameni care practic pentru ei insemnau doar raspunsuri la intrebari si posibilitati de distrugere a exponatelor, cum de promovarea a fost facuta in randul acestora? Pe de alta parte, pentru a pastra o viziune de ansamblu, toti cei ce au fost in armata sau sunt pasionati de “militarie” vor sa fie la curent cu ceea ce este nou si de aceea abia asteptau acest eveniment, caz in care discutii precum cea de mai sus ar fi fost de dorit sa nu fie auzite de unii dintre ei.

Romanul nu se poate abtine de la atinge. Si nu ma refer aici la strada si golani ci la oameni de varste diferite care desi se aflau la standuri unde se scria clar – in romana si in engleza – va rugam nu atingeti produsele, ei ignorau cu gratie rugamintea. Mai mult erau parinti veniti cu copii – iar copiii nu numai ca atingeau, ci chiar zgaltaiau produsele, indiferent de marimea lor – de la o pusca la care ajungeau si pana la o replica a unui tanc sau chiar la un avion fara pilot in marime naturala. Parintii fireste NU le spuneau nimic, nu ii certau si nu ii invatau sa nu atinga, ba chiar ii incurajau sa se urce in masinile expuse ca sa le faca poze (“si hai mai repede pana nu vine cineva sa ne dea afara”).

Erau desigur si exemple pozitive doar ca prea putine, insa de apreciat: parinti care isi invatau copii sa vorbeasca incet – fara a-i deranja pe ceilalti -, sa nu puna mana pe obiectele expuse.

Se imbina insa intentia de vizitare si dorinta unora de a fi un soi de eveniment pentru specialisti – B2B? Probabil ca nu complet. Probabil ca pareri diferite si dorinte diferite trebuie sa se intalneasca intr-un compromis anual. Un eveniment insa interesant pentru cei pasionati de acest domeniu. Altii dezamagiti de prea putinii expozanti – cel putin sambata.

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