The document discusses the need for standardization in the building and construction market's exhibitions to enhance communication among vendors, fitters, and end-users. It outlines a structured approach to standardizing exhibition materials, emphasizing the importance of understanding customer behavior and decision-making processes. The advantages of this standardization include improved advertising efficiency and better brand perception.

1. Standardization
of expositions
Building & construction
market

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Building&constructionmarket
HOW TO APPROACH THE SUBJECT?
A group of consumers focused around this specialized industry
is very complex, because it brings together vendors, fitters and
end-users.
The characteristics of these products should be communicated
differently to specific groups in order to emphasize the
benefits that specific market participants expect.
That is why it is extremely important to be able to select the
right tools and communication channels for a specific group of
specialized markets.
One of the activities that we recommend is
standardization of expositions.

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Building&constructionmarket
Standardization of exhibitions is a full consolidation of exhibition
materials at the point of sale. There are several steps:
Recognition of market habits and previous customer experience
in terms of standardization of exposure (talks with sales
department, marketing department).
A preliminary understanding of the way industry communicates, the
ability to use existing POS, the opinions of vendors.
Identification of the customer's decision-making process at POS
(according to salespeople and customers), decision path diagram,
quantity and impact of individual communication zones on the
consumer.
Preparing instruction for POS materials (messages, graphics).
Implementation and monitoring.
STANDARDIZATION OF EXPOSITIONS
HOW DOES IT WORK?

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Building&constructionmarket
Conjunction of communication - rules of action
based on established standards, allowing to impose
and control the situation at different POS and ensure
order in the exposition of brands and products.
Understanding the perception path of customer
in the decision-making process – from coming to the
parking to the purchase decision.
Exposing specific products and their competitive
advantages.
Increase of efficiency of advertising activities
and positive opinion of the brand.
STANDARDIZATION OF EXPOSITIONS
ADVANTAGES

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Building&constructionmarket
STANDARDIZATION OF EXPOSITIONS
EXAMPLES

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Building&constructionmarket
10-years experience in different marketing projects.
WHY SHOULD YOU CHOOSE OUR OFFER?
Working in the project-culture.
Working in the AGILE methodology.
Strict quality control procedures.
A well-organized and efficient company.

7. CHRIS DZIKIEWICZ
M: +64 (0) 27 216 52 97
e-mail: k.dzikiewicz@umbrella.pl
CONTACT US
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