A powerful method of developing your export market is to attend international trade shows. Exhibition at a trade show will not only increase brand recognition, but it also provides a great chance to network and see what is happening in your industry. The only problem is that participating in international trade shows required a certain budget and you won’t get the expected return on investment if you are not prepared. Fortunately, there is a checklist that can help you prepare for the show and ensure it is successful.
Know Your Objectives And Create Your Budget
The first step to being successful at a trade show is knowing why you want to exhibit there. You must have a theme of what you want the exhibition to be about. Your theme may be about mobile technology or even about something in a completely different and totally unrelated market like sleeping solutions. The expo theme may be about anything you want to market. Whatever you eventually decide to target, you must however know what it is from the beginning.
The main objective such as revenue, increasing brand awareness or launching a new product will determine which trade show you should be attending. While this is the case, you should still consider all the large trade shows in your industry. It is also important to note that conferences and summits also help with visibility.
Knowing your objectives is important, but you also need to create your budget. When you do this, you should never compromise the long-term visibility of your company for short-term arrangements. Something that is cheap and attractive now could be damaging to your business in the long-term.
Prepare Well In Advance
As soon as you have your budget and objectives ready, you need to book your stand. This should be done at least a year in advance. You also need to book any travel arrangements and accommodation. The early you book your stand, the more choices you will have. It is also better financially to choose your space a year in advance because you could get some early bird rates that save you money.
Communication Is Vital
There is no point in exhibiting at a show if no-one knows about it. You should send information about the trade show to everyone on your newsletter database and post about it on social media. If you are going to be speaking at an event, you need to mention this as well. Of course, the more relevant the content you publish, the better the chances of it attracting the right audience.
Be Prepared To Network And Get Noticed
In the weeks leading up to the show, you need to look at the exhibitor list. This will tell you more about the competition and your potential clients. You should build a list of the people you want to meet and classify this by stands and sectors to make everything easier.
You also have to consider how to present your business in the most attractive and interactive way. When your audience is more involved, your exhibition will be a greater success. A good option is to create a game related to your business. This will not only add value to your exhibition, but it will also grab attention.
Train Your Staff
It is vital that you have good salespeople with you at the exhibition and you need to choose the best team. You also need to train them as thoroughly as possible while explaining your objectives and the stake. You could try offering incentives for completion of tasks and performance. This will help motivate them to exit their comfort zone and push the business. The staff you have with you are your storefront so they need to be comfortable and effective.