Participating in an overseas trade
show
Before you
exhibit overseas consider these valuable tips.
For the most part, they are applicable whether you enter
exhibitions alone or in co-operation with a government
body.
Select a market with care:
Study the market before you decide to
enter an overseas trade show. You will find that most
government agencies have publications and statistics that
are helpful. Trade associations, chambers of commerce,
foreign consulates also can assist you.
For example, the Australian government trade commission
Austrade for Australian exporters and information for companies
wanting to do business with Australia is a good source to start
with. http://www.austrade.gov.au/
Decide your
objectives: Why do you want to exhibit ? Are
you looking for on-the-spot sales or new customers ? Do you
want to introduce a new product or service ? Do you want to
find representatives or distributors ? Are you interested in a
joint venture or licensing arrangements ? Perhaps you want to
exhibit in order to gain exposure or study the market. Whether
you will be represented by one of your own sales people, a
representative, or distributor, it is essential that you
clearly establish and communicate to this individual your
reasons for exhibiting and the results you expect during and
after the trade show.
Learn all you can about the
exhibition: If it is a trade fair, ask the
organisers of the event for a catalogue of the previous event.
Get the opinions of past exhibitors. Attendance figures are
important and can indicate whether a trade show attracts local,
national, or international business people. Make certain that
no other fair is scheduled that may be better known or more
appropriate for your products.
Establish a
Budget: Make sure you budget includes total
costs, not just space and design expenses. Keeping track of
expenses will help you budget better next time and facilitate
your evaluation of the show's worth.
Decide who will staff your
exhibit: Your representative should be a
decisionmaker, authorised to transact business. If your product
is highly technical, think about sending along an engineer.
Even if your overseas representative will be at your stand,
consider sending someone over to add prestige, lend a hand,
evaluate and train your representative, and observe the
competition.
If you are seeking an overseas representative, invite
several candidates to your exhibit for interviews, and then
visit the more promising ones before making a final decision.
No matter who represents you, make sure you clearly explain the
objectives of your participation.
Request a good
location: The earlier you apply for space the
better. Make certain you know all the trade show's rules,
exhibiting hours, shipping regulations, design guidelines, and
the utilities, services, and facilities available to you. Don't
wait until you get to the exhibition to read important
literature.
Consult early with exhibit
designer: Your budget, objectives, and desired
impression will be important influences on what your exhibit
looks like. Will you be showing one or two new products or your
entireline ? Do you want visitors to move through quickly or
linger and talk ? If you want to distribute literature or have
visitors register, make certain these activities are considered
in your exhibit design. For a more effective exhibit, highlight
some new product. Remember, an outstanding exhibit cannot be
put together overnight.
Plan your
trip: Decide what other markets you might visit
before or after the exhibition, often at no increase in the air
fare. Obtain confirmed hotel reservations as soon as your
travel plans are firm. Be sure you have a valid passport with
current visas and your immunisation record is up to date.
Select a freight
forwarder: Trade shows often designate
"official" freight forwarders, caterers, maintenance and
other service companies. Contact these organisations early to
determine their charges and services, make arrangements with
them and, get their advice as required. Check on import duties,
trade restrictions, required documentation.
Initiate promotional
activities well in advance: The first step
should be to apply for a listing and to consider an
advertisement in the official trade show catalogue. Many
visitors to a trade show base their schedule of visits to
exhibitors on the official show directory. Other ways of
attracting prospects to your stand are direct mail invitations,
personal contact, and advertising in trade magazines.
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Participating in an overseas trade
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