It\'s Time to Attract Consumers through Digital Channels

KOMPAS/ERIKA KURNIA

Map view of the International Franchise, License and Business Concept Expo & Conference (IFRA) Virtual Expo, September 2020.

The Covid-19 pandemic has driven the people to go digital. The adoption of digital technology has been faster than estimated. It is also experienced by meeting, convention and exhibition industry players who usually hold large meetings in a giant room. As part of the adoption process, many exhibitions have been held virtually in cyberspace.

The International Franchise, License and Business Concept Expo & Conference (IFRA) 2020 was, for example, held virtually for the first time on 18-20 Sept. In Previous years, the exhibition was held at the Jakarta Convention Center, Jakarta.

Exhibition organizer Dyandra Promosindo, in cooperation with the Indonesian Franchise Association (AFI) and the Indonesian Licensing Association (Asensi), provided a special site as the medium for the participants to interact. To participate in the exhibition, visitors must register and purchase tickets. After that, visitors only needed to sign in and start exploring the exhibition booths.

Also read: Trade Expo to Have Online Buyers

Visitors can explore three-dimensional locations. When clicking on the door in the lobby of the virtual expo building, visitors are taken to one corner of the exhibition area to select the sub-areas they want to visit, such as food and beverage (F&B), automotive, pharmacy and property.

There are also menus for returning to the lobby, main stage, training classes and shopping. When selecting a sub-area, visitors see a list of exhibitor outlets. Select one of them and visitors will be invited to see the booth. Visitors can get to know more about the exhibitors by listening to videos, company information, and franchise investment packages.

DOKUMENTASI BIRO HUMAS KEMENTERIAN PERDAGANGAN

Minister of Trade Agus Suparmanto (center) explains the online system that will be implemented at the Trade Expo Indonesia Virtual Exhibition (TEI VE 2020) at the Auditorium of the Ministry of Trade, Monday (21/9/2020).

If interested in forging a partnership, visitors can leave a business card. They can also chat via the chat feature, make video calls, watch live demonstrations and schedule business meetings.

The virtual exhibition was challenging for the participants. The general manager of the Jakarta-based culinary chain Dapur Serundeng, Irta, acknowledged that the virtual exhibition was quite different because there was no direct interaction with potential clients. There was also no direct demonstration of food products.

We did not know which of the visitors who were potential and who were not.

There were also some technical problems. "On the first day, it was difficult to log in. Then, we had difficulty interacting with potential clients because it was difficult to use the chat feature, Zoom, or Google Meet. We did not know which of the visitors who were potential and who were not, ”she said.

However, the exhibition site was able to record visitor data. The database can be used to reach potential visitors to become partners. "The number of participants reached 493 people, more than the initial target of only 300 people. Many of the participants came from outside Jabodetabek [Greater Jakarta) However, due to system constraints, we had to contact the visitors one by one, ”said Irta.

If the system problem can be resolved, according to her, virtual exhibitions have a great opportunity to attract more visitors.

Kompas/Priyombodo

Craft products were exhibited at the 2019 Trade Expo Indonesia at the Indonesia Convention Exhibition, BSD City, Tangerang, Banten, Wednesday (16/10/2019).

Marketing alternatives

Machine tool manufacturer PT Hinoka Alsindo Tekni also felt the benefits of virtual exhibitions. On 15-17 Sept, the company participated in "Proud of Indonesian Made Machines Virtual Expo (BMBIfest) held by the Industry Ministry for small and medium industries in cooperation with Blibli homegrown e-marketplace.

"Many (products) were exhibited, coming from anywhere. We interacted with visitors through virtual classes whose links were shared on the social media. Visitors who took part were quite a lot. In each session, the number could reach hundreds of people,”said the director of PT Hinoka Alsindo Tekni, Yusliandi.

Not all companies are successful in converting into online.

Although it is not an easy job to build trust with prospective clients, the online channels can help companies to revive the marketing disrupted by the pandemic. "We actually have our own website, but we are not yet able to interact or carry out an online transaction. Trust needs to be built with prospective clients, "he said.

The chairman of the Indonesian Employers\' Association (Apindo) Hariyadi Sukamdani considered virtual exhibitions to be a good alternative in line with the change in the people\'s lifestyles due to the pandemic.

"However, not all companies are successful in converting into online. It should be well prepared. Business players need to prepare photos, methods of promotion, and their own skills, "he said.

KOMPAS/ PRIYOMBODO

Crowds of visitors at the 2019 Gaikindo Indonesia International Auto Show (GIIAS) automotive event at the BSD City Indonesia Convention Exhibition (ICE), Tangerang Regency, Banten, Saturday (27/7/2019).

The annual Trade Expo Indonesia will also be held virtually this year. The Trade Expo Indonesia-Virtual Event (TEI-VE) 2020 will turn the building and interior of ICE BSD, Tangerang, where TEI has been held so far, into an online exhibition site so that visitors and exhibitors can visit it through their gadgets. This year’s 35th TEI event will be held by the Trade Ministry on 10-16 Nov. through the tradexpoindonesia.com.

According to the direct general of the National Export Development at the Trade, even though the Covid-19 pandemic has not ended, the government would continue to organize the event in order to maintain the existence of Indonesian trade fairs on the global stage. The ministry recorded total transactions of US$10.96 billion during the 2019 TEI event, higher than the $8.49 billion booked in the 2018 TEI event.

A number of foreign brand holding companies have also introduced and exhibited their new products virtually. PT Mercedes-Benz Distribution Indonesia (MBDI), as the authorized distributor of Mercedes-Benz passenger cars in Indonesia, for example, officially launched two of the latest SUVs, the Mercedes-Benz GLB and the All New Mercedes-Benz GLA, virtually, on 24 Sept. The launch was followed by a virtual exhibition on 25-27 Sept. 2020.

Also read: Virtual Trade Bridge

Prospective buyers can view photos of the exterior and interior of each car from all angles (360 degree view), looking at the details of the car\'s technical specifications. They can also watch video reviews of cars, and even talk to sales consultants from Mercedes-Benz dealers.

Inventure research institute, in the report "Consumer Behavior in New Normal after Covid-19: The 30 Predictions" states, the stay–at-home lifestyle has contributed to a major change in in consumer behavior. Economic activities that require a physical presence face challenges during a pandemic, such as tourism and hotels, exhibitions and conventions, aviation, and conventional retailers.

So, a virtual exhibition can be an option to adapt to the major change. Now, it\'s time to lure potential consumers through digital channels. (Dahono Fitrianto)