The Strategic Role of Exhibition and Fairs in Marketing Activities of Agribusiness of Ukraine

Abstract

The aim of the article. The purpose of this article is to study the features of exhibition and fair events in the marketing communication policy of agro-industrial enterprises of Ukraine, in order to find out their impact on the economic activity of the agricultural sector. Within the scope of the article, it is expedient to single out such tasks as clarifying the role of exhibitions (fairs) in the policy of promotion of agricultural enterprises of Ukraine; research of the connection between the communicator and the audience in the process of exhibitions and fairs in agrarian business; building a communication model of agricultural enterprises during exhibition and fair events; assessment of Ukrainian agribusiness participation in international exhibition events in Ukraine and abroad; clarification of the role of marketing communications of agricultural enterprises operating in the B2B market.

Analyses results. Exhibitions and fairs have become particularly relevant in many businesses due to their high level of efficiency. For the agricultural sector of Ukraine, such marketing communications occupy a special place in the promotion policy due to the possibility of building close and long-term relationships between producers, consumers, suppliers and intermediaries.

At exhibitions and fairs, agricultural companies present not only themselves or their brand, but also the products themselves, their properties, action and functional characteristics. Due to the professional and technical visibility of such appeals, the possibility of providing any information that is interesting to the consumer, the effectiveness of such means of marketing communications increases. Moreover, despite the availability of modern methods of contact with consumers, in the agricultural sector there is a growing need to explain the operation of complex products and technologies, to share experience in the use and quality of products, to make personal contacts with various participants within the global market.

The article examines the activity of Ukrainian agribusiness in exhibition events both inside the country and abroad. Attention is drawn to the relevance of exhibitions due to the need to study technologies, search for ideas, get acquainted with various participants of the market exchange. The active participation of Ukrainian agro-industrial enterprises in the demonstration of their achievements at international exhibitions is emphasized. This indicates the high level of agricultural production in Ukraine, the use of modern technological achievements and the desire to improve and expand sales markets.

Conclusions and directions for further research. Exhibition and fair events occupy a special place in the marketing communications of agricultural enterprises. Thanks to them, Ukrainian agribusinesses get new opportunities for improvement, cooperation, and finding new sales markets. Exhibitions are able to provide two-way communication between the sender and the recipient of the request: sending, receiving, and reaction are simultaneous. This allows the agricultural company to quickly understand the achievement of the communication effect, and, therefore, to increase the efficiency of the production and marketing of the agricultural enterprise.

The effectiveness of exhibitions and fairs is high due to the professional and technical visibility of such events and the possibility of providing all important information to the visitor. According to the CEIR Exhibition Census organization, almost half of the contacts at exhibitions end with the signing of agreements. Thanks to these marketing communications, agricultural producers build close and long-term relationships with their target audience. To an even greater extent, this applies to those companies operating in the B2B market.

At the same time, the proposed model of communication of agricultural enterprises during exhibitions and fairs indicates a number of distracting factors in the process of such events. Accordingly, it is necessary to take care of a clear understanding of messages by the target audience.

Keywords: marketing communications, exhibitions, fairs, communication model, agribusiness.

DOI: 10.15276/mdt.7.2.2023.4

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