By CYNTHIA MWALE
THE Zambia Institute of Marketing (ZIM) has urged local companies to take advantage of the agricultural and commercial show to promote their goods and services.

The agricultural and commercial show, which will attract about 1,000 local and foreign exhibitors, is scheduled for July 29 to August 2 in Lusaka.

ZIM president David Kombe says local firms particularly the small and medium enterprises (SMEs), should use the platform to showcase their business abilities.

Mr Kombe noted this in a statement issued in Lusaka yesterday.

He said the ZIM is aware that SMEs may not have huge promotional budgets for advertising and other related marketing communication activities.

“In this case, the agricultural and commercial show offers the SMEs a platform for showcasing their goods and services and indeed any other activities they are engaged in at a more cost-effective rate than when they are required to pay for other forms of marketing communications,” he said.

He commended firms that participated at the Zambia International Trade Fair adding that companies should seriously plan for such exhibitions to develop clear cut objectives which have to be realised.

Mr Kombe says the ZIM has noted sentiments by some companies that they do not participate in exhibitions due to expenses.

“A well planned exhibition would help to minimise expenditure while focusing more on the intended results.

“Besides, exhibitions can be used to create long-lasting impressions and relationships that may only pay off in the long term,” he said.

He said apart from product launches, exhibitions create an environment for networking, hence the creation of business partnerships