Power of solo exhibitions

By T.K Premadasa

    Head of Corporate Affairs and Communication,
     Sri Lanka Export Development Board

The business community in Sri Lanka is enchanted to hear that the Sri Lanka Expo Exhibition would revive again. This pleasing news was made by the Sri Lanka Export Development Board Chairman Janaka Ratnayake recently.He emphasized that the Expo Exhibition in 2011 will be organized to be a grandiose display of local productive skills on par with the international market.

The export community is highly complacent of the opportunity to participate at this exhibition after a lapse of 13 years. EDB leadership has taken a remarkable step towards a new era utilizing the maximum benefit of the peaceful environment created in the country.

The National Development Program at its ten year development framework specifically emphasizes that Government continuously supports for exports through improving market access, encouraging export diversification promoting backward integration and value addition. The implementation of this solo exhibition on a large scale will help build promotion of exports to bring Mahinda Chinthanaya a reality.

Solo exhibitions are categorized under trade fairs as a promotional tool. A Trade Fair is traditionally defined as a temporary market place that encourages people to gather to purchase products and a meeting point for buyers and sellers to deal with their business transactions. On a commercial point of view it is appropriate to define as a market place with profitable opportunities advantageous for both buyers and sellers. Today a trade fair is recognized as a place of facilitation not only as a meeting point for buyers and sellers but also for producers and consumers.

International trade fairs are generally classified under four categories as International General Trade Fairs, Specified Trade Fairs, Consumer Fairs and Solo Exhibitions. These Trade Fairs are different from each other on the nature of its operation.

Solo Trade Fairs are the trade fairs organized to promote only the products or services of any country or any company. Trade Fairs only to promote products of own country is called Solo Country Exhibition.

Sri Lanka's experience on solo exhibition goes back to early 80s. In early 80's Sri Lanka organized mini exhibitions for buyers groups who visited Sri Lanka for selected products, gems and handloom. The ideal example is the mini handloom exhibitions organized for buyers from Norway by Norimpod of Norway. In addition Sri Lanka organized Buyer Seller Meets in Copenhagen Denmark in 1981, Tokyo Japan in 1982 and Los Angeles USA in 1984 with the assistance of Commonwealth Secretariat.

The integral part of these Buyer-Seller Meets was the mini exhibitions organized to display and promote only Sri Lankan products.

Sri Lanka Expo '92 was the first ever large solo exhibition held in 1992 at the BMICH on international standard. It was a magnificent success for event encouraging the export community to be involved in the development of the national economy.

In 1990s views were expressed by the business community and government institutions like Sri Lanka Export Development Board in organizing large scale solo exhibitions in international level in Sri Lanka. At the initial discussion a proposal was submitted to organize an exhibition called Colombo Fair.

Later Sri Lanka Export Development Board emphasized the need to organize large scale international exhibition in Sri Lanka called Sri Lanka Expo with active support of the public and private sector institutions. As a result first Sri Lanka Expo was remarkably organized from November 18 to 24, 1992 with lasting memories of the event.

The second Sri Lanka Expo Exhibition was held from October 18 to 23, 1994 followed by the third exhibition from November 8 to 11, 1997. Apparently these dates were scheduled in such a way to coincide with other Asian International Fairs to attract the buyers who visited these fairs.

Two leading Chambers in 2005 had discussions with the EDB in organizing an Expo Exhibition but it never became to light.

In early 90's Sri Lanka organized a few Solo Exhibitions outside Sri Lanka called Sri Lanka Weeks in Singapore, Dubai and a few other countries.

It is the convincing effort of the nation to organize the best solo exhibition to display the entire gamut of national values. Even though the organizational and coordinating work are done by one or two institutions, it is a joint effort of responsibility of all the public and private sector institutions.

Solo exhibition is an involvement of the entire nation organized by all government and private sector institutions like Chambers Trade Association etc.

Organizing Solo Country exhibitions on its own soil demonstrates the pride of the nation. India introduces her national identity by application of the theme 'Made in India' into its solo exhibitions.

Solo trade fairs held in Sri Lanka also applied similar themes marking the importance of Sri Lanka in global scenario. It confirms the themes applied for Sri Lanka Expo Exhibitions 92 and 94 were 'Sri Lanka Window to the World' and 'Sri Lanka growth centre to Asia' respectively. The grand success of the previous Expo exhibitions held in Sri Lanka confirmed the power of solo exhibition being organized in its own soil.

A wide range of products were displayed by 325 exporters and potential exporters and over 3,600 overseas buyers and investors from more than 46 countries participated offering a massive orders of products worth Rs 1.3 billion.

The second expo exhibition held in 1994 concluded with a participation of 350 local producers and 1,730 buyers from over 40 countries. Orders placed at this trade fair were confirmed worth nearly Rs 720 million. 300 local companies and over 900 buyers and investors participated at the third Sri Lanka Expo in 1997.

In consequence the orders generated were to the value of Rs 300 million. In organizing a Solo Exhibition on its own soil it is indicative that much more opportunities will be available for a large number of exporters to display and promote their own products.

Sometimes nearly 400 companies could avail themselves of the opportunities in a country like Sri Lanka since the exporters are required to bear only the cost of participation.

The development of small and medium scale enterprises (SMEs) is a priority on enriching the economy of the country. The organization of Solo Exhibition on its own soil provides best opportunity to promote their products. The SMEs sometimes cannot afford to join trade fair participation outside the country. Expenditure on participation can be limited to a maximum in hosting international fairs on your own soil. In addition to the experience of their own products the entrepreneurs can gain knowledge of far more experience on participation in international trade fair.

The most profitable benefit of the Solo exhibition would be to make the opportunity available to more SMEs.

The special feature of the solo exhibitions is that there is no unwanted competition from the producers of other countries as it is limited only to local producers.

The visitors have enough time to concentrate and discuss with local producers since they are limited only to the invited professionals of trade.

The other advantage is that the business negotiations at a solo exhibition on its own soil could be completed within a very short period. The participants can take quick decisions as they could easily communicate with their company partners direct.

Exporters could entertain the buyers to visit their factories if they request. On the other hand the exporters as well as the general public could extend hospitality to the buyers from other countries visiting exhibition by demonstration of our traditional values lasting for thousands of years.

The solo exhibition provides a forum to exchange views and gather information etc. They could demonstrate their products through event like fashion shows. These solo fairs are considered to be the best platform for promotion of investment opportunities in Sri Lanka and institutions responsible for the investment forum. Tourism and national airlines are the other areas favourable for promotion through these solo exhibitions.

The exhibition during the last two days was opened to the public exploring the opportunities to create awareness among the public on the exportable products.

It was a fine example of a showcase in the development of Sri Lankan products during the last few years meeting the high demand of needs of the international consumers.

The tendency in the promotion through trade fairs is sourcing fairs. These fairs are the exhibitions organized by any country to promote only its products or selected products sectors made by their own sources.

China and India have already planned to organize nearly 77 sourcing fairs in 2010. This shows the importance of organizing trade fairs with products made out of their own resources.

Many stories speak on the success of participation of exporters and potential exporters at the Expo exhibition held in Sri Lanka. After the Expo Exhibitions various stories of success were published in the media. Certain business entrepreneurs utilized the very purpose of the Expo exhibition by introduction of their products to international market.

In view of the importance of Solo Exhibition (EDB), Chairman and Chief Executive Janaka Ratnayake has given high priority in his official agenda to implement a solo exhibition under the brand 'Sri Lanka Expo 2011' a promotional support to brighten Sri Lanka as the destination for global sourcing.

These solo exhibitions are recognized as a showcase to portray the pride of a nation with its historical heritage and traditional values on building an admirable image around the globe.

Read More:

Power of solo exhibitions

By T, K Premadasa 

Daily News August 26, 2010