A Guide to Exhibiting at International Trade Shows

Trade fairs on the international level are a unique opportunity to present the company’s products and services to the targeted audience. It offers great potential in identifying potential customers, sources of distribution and partnership, and raising corporate image from a global perspective. Nevertheless, the exporting of products through overseas trade fairs calls for a lot of planning and preparation in order to achieve the goals. 

In this guide, some of the most important issues that one is likely to encounter during preparation for international trade fairs are discussed.

Conduct Background Study & Search for Suitable Programs

The first one is market research to have adequate knowledge about the export markets of interest and find out events related to the sector and goals. The following factors need to be researched: size and growth trend of the market, cultural aspects, competition, existing and applicable regulations and entry policies. 

It will be helpful for you to understand better which countries offer the greatest potential and identify programs that attract your target audience of buyers, decision-makers, and influencers. Get to know the attendee’s profile and history of past exhibitions, along with feedback from previous exhibitors.

The Right Trade Show: Main Steps

In order to gain the right information about the trade show that is relevant to your business, you should conduct research based on the following steps:

• Evaluate your goals: Do you want new product offerings, look for distributors around the globe, or just build visibility? Some guidelines and aims must be set in order to identify proper events.
• Determine the demographics of your target audience: Use the data available in your industry to identify the geographical markets that hold the greatest promise for your products. Narrow down trade shows from the listed regions.
• Event profile: Look at past exhibitors, attendees, floor plans, event agenda and visitor statistics to determine the size and threat of an event.
• Talk to Past Exhibitors: One can get in touch with those who have seemed to exhibit in the past. These impressions will give them first-hand experience to share with our group.

Preparing a Realistic Budget

• Space rental: Cost may be for empty shell space, fully fitted-out booths, or pavilions in full fit-out standards, which are significantly different depending on the venue. Explain the high cost in other countries.
• Logistics: Incorporate costs of shipping across countries, clearing costs, cost of getting electricity connection, equipment hire, drayage, labor costs of constructing and dismantling, and material handling.
• Transportation and meals and accommodation: Include airfares, hotel and dining and local transport for all the members to be transported.
• Stationeries and prints: Include the cost of translating and printing fliers, billboards, company gifts and other objects that can be used to publicize the company and its brands in the target language.

These are costs that you hadn’t planned for in your budget, so ensure you have a savings cushion for such mishaps. Exporting is not without its costs, especially when exhibited overseas; therefore, one should overestimate the cost.

Submitting Applications and Paperwork

• Registration forms: Most of these events have information about the registration forms and the procedures on the website or through contacting the organizers, the rates of registration, and the payment deadlines. Submit well in advance.
• Approval for booth design: It is common to find venues that have set limitations as to the kind of designs that can be used for stalls. Submit designs for the booth layout and elevations for assessment.
• Visa applications: As much as possible, the applicants should file for business visas during the initial phases of the process. Ensure all necessary documents that should be submitted for visa purposes are ready.
• Legal issues: Get in touch with the authorities to learn about tax concerns, how to file a temporary import bond, obtain VAT forms, etc., in the country.

Designing a Meaningful Trade Show Display

• Relevant to brand guidelines: Employ colors, text, graphic elements, and decoration that are consistent with the overall brand image and guidelines. Create brand recall.
• Adapt to local language: Print available brochures, product descriptions, presentations, and even the outfits worn by employees of the store in the local language. Hire interpreters if needed.
• Differentiate and target specific products: Display products and services that are most appealing to the target market as ascertained through market research.
• Utilize technology: Use of various exciting product displays, demonstration videos, product briefs, and lead capture devices such as iPads/PCs backed by batteries or generators because of unstable power supplies.
• Roomy: Don’t overcrowd the booth. Ensure there are sufficient areas for the customer to be attended to in case there are many customers on the business premises.

Staff Training – Preparation of Training Documents

• Use local people: This is an indication that one should hire staff who are fluent in the local language to avoid communication breaks. Educate them on messages to share when engaging the public.
• Train on audience characteristics: Provide orientation for staff so that they are aware of the cultural characteristics of the target region, trends, and customers’ issues and competitors.
• Product familiarization: Guarantee that every employee on the shop floor is extensively knowledgeable about every product/service that is exhibited – their functions, cost, color, flexibility, etc.
• Brief on objectives: Ensure that the attendees are given clear guidelines on what business development objectives have been set for the event, including the number of leads to capture, partnerships to establish, and sales targets, among others.
• Tools and Collaterals: Provide the necessary literature like catalogs, brochures, presentations, lead capture forms and other tools deemed necessary in the various languages used by the company’s staff.

Connect with Attendees

Perhaps the greatest advantage of participating in a trade show is one-on-one access to potential buyers firsthand. Ensure training for exhibit staff on how to approach attendees, how to effectively but briefly relate what makes the product so great, and how to ask questions to probe the interest level in their product from buyers.

To ensure that all prospects are captured, consider collecting visitor contact information and acting on all sales leads within two weeks of the show when interest is still high. Gather additional information about attendees and their concerns, skepticism, and attitudes that would be relevant to making future communications.

The Bottom Line

When implemented in the right manner, as outlined in this all-inclusive guide, these events can help achieve international success and promote business. Whether it is a commitment to creating value for your target audience onsite or an effective follow-up process, trade shows offer a platform by which a company can set the foundation to compete globally in its respective industry.