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'Trade shows don't have a direct effect on sales'

Neeraj Shaabi, Microsoft India's marketing manager, had a brief Q&A with R Vijay Shankar to share his impressions of the event with Rediff On The Net:

T O D A Y

• Was it worth the while? • The summing up • Microsoft wins

What did you expect out of your Comdex participation?
There were no quantitative expectations but we were extremely happy with the tremendous turnout here. About 35,000 visitors must have visited us. One expectation we did have was to accomplish greater partnership with our associates and this has been fulfilled. Twenty-four of our partner companies are displaying our products and services here. The stall space has been offered free to them.

What is the major benefit your company will derive from this participation?
Our objective of forging industrial relationships has been met very well. There are over 300 inquiries from resellers and our product popularity is certainly on the rise. A lot of enthusiasm and interest was generated in our products. High-school students have thronged under that colourful canopy there to see our learning platforms. High-speed multimedia games are also popular with the visitors. There is something for everyone to see.

What kind of publicity did you have for the stall?
We ran a competition where you had to collect five different product labels affixed on the 'MS Coffee Cup'. An enthusiastic sixth standard boy, Kapil Govind Reddy, from Latur in interior Maharashtra won the prizes of an MS multimedia title and an MS Clock. He wants to become a computer engineer!

Do trade shows boost sales?
No. I don't think there is any direct effect. But it can bring partners together. It can generate awareness.

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