Trade shows and trade fairs can provide exporters excellent opportunities to showcase and market their goods and services. They can also give exporters a chance to network with market representatives, find out about important trends and opportunities, and learn about competitors' products, services and marketing strategies.
Trade shows can be open to the public, or in some cases open only to trade representatives. Participants will usually be given an opportunity to market their goods and services. This will often entail an investment of time and money, and this should be considered carefully before making the commitment to register for or participate in a show. Following is a "do" and "don't" list that can help guide you to making your trade show participation worthwhile.
| Do's |
Dont's |
- Evaluate the trade show well in advance
- Plan your event months in advance
- Use marketing experts to design display
- Develop your customer approach strategy
- Provide promotional giveaways
- Prepare brochures and literature
- Dress professionally
- Be available at all times
- Record all potential leads
- Take everything when dismantling
- Follow up all leads
- Re-evaluate the show
|
- Assume all trade shows are the same
- Leave the planning till the last minute
- Try to save money by not using the experts
- Have mixed marketing messages
- Give inappropriate marketing
- Use poor quality marketing materials
- Miss the chance to make a great first impression
- Look disinterested and constantly be seated
- Miss following up all leads, you never know
- Leave any hardware or paperwork behind
- Assume some leads are better than others
- Forget to review your event success
|
