Success in using exhibitions to achieve brand and corporate objectives depends on the amount of planning put into the preparations for the event. This means setting objectives and specific targets. It entails coming up with an exhibition strategy and assessment criteria and methods of evaluating the exhibition participation effort.
The following paragraphs were posted by the Zimbabwe National Road Administration (ZINARA) on its LinkedIn page following its participation in the 2024 edition of the Zimbabwe Agricultural Show (ZAS), which ran from 26 to 31 August 2024.
Our Zimbabwe Agricultural Show 2024 success!
The ZAS 2024 was a resounding triumph! Our team’s dedication and strategic planning paid off as we achieved remarkable results.
Key highlights
Strategic media campaign: We executed a comprehensive media strategy that included interviews, radio crossovers, infomercials and informative articles across six media houses, with a total 16 programmes reaching over 2.1 million people.
Successful partnerships: Our collaboration with CBZ Holdings Limited, Old Mutual Zimbabwe, Zimnat and Tyre Club Zimbabwe yielded incredible results, with a 25 percent discount on licensing terms and free tyre fitment service benefiting close to 3,000 customers.
Licensing volume and revenue growth: We achieved a resounding 63 percent increase in licensing traffic against the same occasion the prior year! This jump in volumes translated to a healthy spike in revenues, a notable return on investment.
Social media success: Our targeted social media campaigns, including “Like Our Socials” and “Spin and Win,” boosted our following by an average of 18 percent across all platforms. The engagement rate shot up 87 percent while total reach went up 112 percent on a week-on-week comparison.
Product and service education: Our ZINARA-themed edutainment initiative successfully reached school children and the youth, promoting responsible citizenship and awareness about our products and services.
Operational excellence: The promotions, tariff structure and enhanced stakeholder engagement contributed to a 363 percent increase in revenue compared to the same event previous year.
Stakeholder engagement: During the course of our activities, we dedicated time to visit our stakeholders. We met with 15 road authorities and engaged in dynamic dialogue concerning the efficient allocation of funds for the purpose of enhancing road maintenance.
We are incredibly grateful to our dedicated team, valued partners and supportive stakeholders for their contributions to this success. Let’s continue to build upon our achievements and strive for even greater accomplishments in the future!
- The post on which this article is based was published with the kind permission of ZINARA.
