About POSS Agency

POSS Agency (hereafter POSS) was established in 2009 as the first specialized agency for the organization of fairs in Šumadija. With only two employees, POSS faced the challenge of positioning on a market still in the process of getting used to the fair concept (City Fair in Kragujevac established in 2007).

After identification of services that POSS can provide, it was concluded that the most logical strategy was to increase the visibility of the Agency through the organization of fair events, which would also show the capacity, competence and professionalism of POSS. The decision was to organize a food exhibition – FOOD EXPO 09, and to position POSS through the process of the positioning the exhibition itself.

Approach

Having in mind the fact that the POSS is located in Kragujevac, it was logical to focus on communication activities targeting the economy of Šumadija. However, as the concept of fair events requires a business-to-business component, an additional target area was identified that has fairs events, but does not have a specialized agency for consulting in this area – Eastern Herzegovina (Fair city of Trebinje).

The following goals were defined:

1.Through positioning of the FOOD EXPO 09 event, to position its organizer – POSS. 

2.To present POSS as a competent, professional and accountable service provider in the field of fair events and trade shows.

3.To accustom the range of POSS services to Šumadija businessmen.

4.To position POSS as a leader in the field of fair event consulting in the Šumadija district.

Business entities of Šumadija were targeted as primary target public, while the industry and trade fair organizers from Eastern Herzegovina as secondary.

Also, the decision was made to influence the decision makers in the Šumadija district, manufacturers of health food from Serbia – exhibitors at FOOD EXPO 09, the management of "Šumadija Fair" Company, which would provide the space for fair organization and media coverage.

Strategy

The positioning of POSS required a combination of different activities, with a proactive and assertive communication. Direct lobbying and presentations were used as the central activity, while media relations were support to the process of positioning the Agency and the event developed to be the carrier of its familiarity – FOOD EXPO 09. The messages were communicated through presentations and official agency and fair materials.

In the area of media relations, press releases and direct visits to the fair manifestation FOOD EXPO 09 were used. Further positioning was settled by statements of POSS representatives and interviews after and during the event.

Activity timeline

The effect and method of evaluation

FOOD EXPO 09 trade show event was held on exhibition space of 1600m2, with participation of 62 exhibitors from Serbia, Bosnia, Russia, Turkey and Hungary. Professional program (lectures, education) was successfully organized.

A large number of business contacts were established During FOOD EXPO 09. Foreign trade offices (Germany, Hungary) have expressed their interest in POSS and FOOD EXPO exhibition event and announced the possibility to participate in FOOD EXPO 10.

Thanks to the successful organization FOOD EXPO 09 and presentations held in Herzegovina, POSS will co-organize the Tourism Fair in Trebinje in April 2010.

The degree of positioning of POSS was measured by surveying the businessmen of Šumadija. The survey covered 90 businessmen who did not participate in the FOOD EXPO Fair 09. Questions were: "What is the scope of activities of the POSS Agency?", "Which event the POSS Agency organizes?". 76% of respondents gave the correct answer to the first question; 68% of respondents gave the correct answer to the second question.

Among the exhibitors of the Fair FOOD EXPO 09, the organization of the Fair was rated with 4.64, and the degree to which the expectations were fulfilled with 4.56, out of a possible 5. Additional confirmation was obtained through the media coverage, which completely preserved the positive context after the event.

Evaluation of the media campaign was carried out through qualitative and quantitative content analysis of media reports. In 80% of the articles on FOOD EXPO 09, POSS was mentioned as an organizer. Articles about the Fair and POSS, statements and interviews after the event, all had positive or neutral context.