Strategies for enhancing exhibitor retention: a study of m exhibition

Abstract

R Vietnam is a leading exhibition organizer in ASEAN, creating high-profile, targeted industry events where buyers and suppliers convene to conduct business by combining face to face meeting and data, digital tools. The Vietnam operations of the company handle three prominent international exhibition and conference brands and organize virtual events for five key industry sectors. R Vietnam is currently facing a challenge of decreasing exhibitor retention, particularly at their flagship event, M Vietnam. This has led to a considerable drop in revenues and concern over customer loyalty and business performance. This research uses both primary and secondary data to analyze the reasons. The secondary data is generated through other research studies and industry standards. The primary data is generated through extensive research interviews with International Sales Group (ISG) or agencies, the Head of Sales, sales representatives and exhibitors. These categories provide information related to sales operations management and managing clients, topics that will be explored further in the discussion of the company’s structure. The paper aims to understand the root challenges that contribute to the low retention of exhibitors and develop strategies that would improve the trade performance of R Vietnam based on Problem Solving in Organization (PSO) approach.