UFYD Dergisi OCAK-MART Sayısı No: 3

COVER STORY • KAPAK DOSYASI 46 UFYD / january - MARCH 2021 • OCAK - MART 2021 dahil edilmesi ya da benzer bir paketin sektörümüz için hazırlanmasını talep ediyoruz. - Yaşadıkları finansal sıkıntı nedeniyle fuar katılım kararını askıya alan KOBİ’lerimizin yeni pazarlara ulaşmaya devam edebilmeleri adına KOSGEB tara- fından sağlanan fuar katılımı için verilen teşvik oranı- nın hem firma katılım ücreti hem de fuar başına des- teklenen toplam stand alanı bakımından %50’den %75’e çıkartılmasını arz ediyoruz. - Son yıllarda büyüme trendinde olan Anadolu fuar- larının bu gelişiminin sekteye uğramaması ve bölge- sel kalkınmayı teşvik amacıyla Kalkınma Ajanslarının kendi bölgelerinde düzenlenen fuarları destek kapsa- mına almalarının önceliklendirilmesini talep ediyoruz. REKLAM FAALİYETLERİNİZİ ASKIYA ALMAYIN Yalnızca ülkemizin değil, küresel ölçekte ülke eko- nomilerinin küçülmesine neden olan pandemi, pek çok sektördeki aktörlerin oyun planlarını değiştirme- lerine, pazarda kendilerini yeniden konumlandırmala- rına da sebep oldu. Ticaret hayatında meydana gelen belirsizlikler, şirketler açısından görünür olmanın öne- mini çok daha fazla arttırdı. Şirketlerimizin geçmişte yaşanan belirsizlik dönemle- rinde düşmüş oldukları en bariz hata, operasyonel gi- derlerini azaltmak adına tanıtım ve pazarlama bütçelerini participation provided by KOSGEB from 50% to 75% in terms of both company participation fee and the total stand area supported per fair so that SMEs who sus- pended their decision to participate in fairs due to finan- cial difficulties they experienced can continue to reach new markets. - We request that Development Agencies should priori- tize including the fairs organized in their regions within the scope of supports in order to encourage regional devel- opment and so that the development of Anatolian fairs, which has been in a growth trend in recent years, not to be interrupted. DO NOT SUSPEND YOUR ADVERTISING ACTIVITIES The pandemic, which caused the contraction of not only our country but also the economies of countries on a global scale, also caused the actors in many sectors to change their game plans and to reposition themselves in the market. The uncertainties that occurred in the busi- ness life increased the importance of being visible for companies. The most obvious mistake that our companies fell into during the uncertainties in the past was to cut their pro- motional and marketing budgets in order to reduce their operational expenses. The first step taken in this con- text was the suspension of advertising activities and the cancellation of fair participation immediately afterwards. Unfortunately, it has been painfully experienced that the decrease in the expense items of the company's bud- get in the short term resulted in the reduction in the total business volume of the company due to market losses in the medium term. Difficult times are times when commercial actors look at each other with great suspicion. Many elements that are invisible to the eye in normal times become the main indicators at such times. Every company wants to do business with strong companies in order to guarantee itself. At such a time, the loss of visibility of a company causes bad perceptions about that company in the mar- ket. The deterioration in perception leads to the damage of relations with suppliers as well as customer losses, and unfortunately this process brings forth market losses. INCREASE YOUR PROMOTION AND MARKETING ACTIVITIES DURING CRISIS So, who will seize the market lost due to the loss of visibility? Of course, those who have further consolidated their visibility and awareness. When you examine the cri- sis period strategies implemented by the companies that