The keys to a successful promotional strategy

Successful promotion

(posted on 30/10/2014)

Norway

is one of the world’s richest countries thanks in particular to its reserves of oil and natural gas, and the prospects for promoting a French trade show there are favourable.

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Some clues to suceed in Norway

The Norwegian market is small, homogeneous and relatively easy to comprehend. Its transparency and the high concentration of economic infrastructure around the capital make it possible to take a methodical approach to targeting Norwegian professionals.
The performance of French trade shows is based on three pillars: the quality of their offer, the quality of their organisation and their visibility.

Experience and long-term relationships with powerful professional umbrella federations enable us to identify quickly potential market opportunities and the development avenues for the different shows.

At the same time, good results can generally be achieved by being reliable, being willing to maintain a presence on this market, and paying close attention to key developments.

A partnership with a local trade show in the same sector is often effective and can enhance the visibility of the French show.

By contrast, a promotional strategy that progresses in fits and starts does not go down well with Norwegian professionals, who pay particular attention to the regularity, ease and long-term nature of communications. Certain strategic choices may have a detrimental impact on an entire sector, and, as a consequence, reflect badly on Paris and its image as an international arena.

Coordination of offices in the northern region

The Norwegian office was one of the first branches opened by Promosalons in 1971. Joséphine Sconza has been the manager there for nearly 25 years and coordinates the northern region, which consists of Denmark, Finland and Sweden as well as Norway.

Although these four countries each have their own identity and culture, they are similar in the way they function and in their expectations. It therefore made sense to group them around common, coordinated strategies. This approach enables our shows to position themselves in a market of 25 million people – a region full of opportunities.