12/17/2008
International Trade Fair - “To Be or Not to Be”
by Natalya Alves

If you decided to expand your business abroad and export your products, you ought to remember that your success is dependent on a number of factors, and product introduction is one of them.

Participation in an international trade fair is an effective and simple way to show your products and introduce your company in an international market, your entry-door. However, the steps required for planning and participation in international exhibitions and consequent follow up, can be quite daunting as these are usually used as “benchmarks” for profiling the company.

At a trade exhibition it is crucial that the image passed on by your business is consistent to what your goals are: if you are to build confidence in the market and local partners, or to acquire new local support, international exhibitions are a step stone for your business.

To participate in an international fair does not mean the same as to travel to the venue and spend time at the booth hoping that your potential visitors become your major customers just because they passed by your stand, it is a thorough selection, hard and lengthy preparation and extensive follow up.

Your success at the trade fair is highly dependent on how prepared you come to participate: do you have the right means to attract the customers? Do you have marketing material? Did you select the exhibition rightly? Do visitors belong to your target group? Do visitors feel welcome at your stand? Do you pass the right image of both product and company? and many more.

Success in an international trade fair is a combination of factors; visual material, welcoming personnel, interesting and attractive booth to name just a few. How fruitful the trade fair outcome is, solely depends on how well prepared you were, therefore, take the time and make the effort as it accounts towards your company success.

<< back