Make the best of a trade show

1. 11
Module 3 - 2Module 3 - 2
To make its participation to
a trade show profitable

2. 2
Objectives of the lectureObjectives of the lecture
►At the end of the presentation,
the participants will be able to:
► Define its objectives;
► Develop a winning strategy;
► Identify the criteria to choose the trade show adapted to
his needs;
► Understand the activities of preparation for his
participation :
► Planning of the human resources
► Planning of the material resources
► Planning of the financial resources
► Understand the sale activities at the trade show;
► Identify the activities of follow-up after the trade show.

3. 3
The objectives most frequentlyThe objectives most frequently
pursued by a participation in a tradepursued by a participation in a trade
showshow
► To make sales
► To obtain « leads »
► To contact customers
► To create an image
► To present new products / services
► To show specialized products / services

4. 4
Objectives (…)Objectives (…)
► To meet medias
► To make a market research
► To recruit agents or rep.
► To implement a competitive or strategic
intelligence strategy
« To settle and understand your objectives will help
you to determine your role, settle realistic
objectives, choose a strategy at the kiosk,
prepare your tools, schedule your time and make
your follow-up. »

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Section 1Section 1
ElementaryElementary
conceptsconcepts

6. 6
Roles and functions of the tradeRoles and functions of the trade
showsshows
► Gathering place for the producers and theGathering place for the producers and the
consumersconsumers
► Complete promotional activity.Complete promotional activity.
► Profitable activity: gather many customersProfitable activity: gather many customers
in a short period of timein a short period of time

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The various types of trade showThe various types of trade show
►General or horizontal trade showGeneral or horizontal trade show
►Specialized or vertical trade showSpecialized or vertical trade show
►InternationalInternational trade showtrade show
►NationalNational trade showtrade show
►RegionalRegional trade showtrade show

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The objectives pursued by aThe objectives pursued by a
participation in a trade showparticipation in a trade show
► To sell
► To do a market research
► To launch a new product
► To promote a product
► To enter a new market (search of agent,
distributor or broker)
► To introduce its company and increase its
notoriety
► To increase its market share
► To support an agent already active on the
market

9. 9
Causes of theCauses of the
failuresfailures
► The trade show is not adapted to the needs of the
company
► The products are not adapted to the market
► The company is not ready to export
► Planning is non-existent
► The objectives were not determined or were too
vague.
► The trade show was not integrated in the
marketing strategy.

10. 10
The trade shows : 3 potential rolesThe trade shows : 3 potential roles
► 1- Visitor:1- Visitor:
 make a market research,make a market research,
 gathered information about the competitive market,gathered information about the competitive market,
 recruit partnersrecruit partners
► 2- Exhibitor:2- Exhibitor:
 sell,sell,
 Gathered « leads »,Gathered « leads »,
 recruit partnersrecruit partners
► 3- Lecturer:3- Lecturer:
 Increase your credibitityIncrease your credibitity

11. 11
Trade shows in a marketingTrade shows in a marketing
strategy : to optimise itsstrategy : to optimise its
participationparticipation
► Use lnternet !Use lnternet !
► Identify the trade showsIdentify the trade shows
► Identify the participantsIdentify the participants
► Get in contactGet in contact
► Potential customers or suppliersPotential customers or suppliers
► Share information on the fairShare information on the fair
► Get to know each others, share samples, etc.Get to know each others, share samples, etc.
► Meet to sign a contractMeet to sign a contract
► Evaluation and follow upEvaluation and follow up

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To present servicesTo present services
►Make from the intangible something tangibleMake from the intangible something tangible
►Sell a product!Sell a product!
 What do you offer?What do you offer?
 Which are the benefit?Which are the benefit?
►Use information technologies (PowerPoint),Use information technologies (PowerPoint),
samples, etc.samples, etc.
« « To decorate the stand is not enough!To decorate the stand is not enough! » »

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Section 2Section 2
To choose anTo choose an
internationalinternational
trade showtrade show

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Selection criteria for the
good trade show
► Types of products exposedTypes of products exposed
► Types of visitors, their numbers and theirTypes of visitors, their numbers and their
fidelityfidelity
► Types of exhibitors,Types of exhibitors, their numbers andtheir numbers and
their fidelitytheir fidelity
► Types of trade shows: vertical orTypes of trade shows: vertical or
horizontal sellers and vertical or horizontalhorizontal sellers and vertical or horizontal
buyers.buyers.
► Types of marketTypes of market

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Evaluation of a trade showEvaluation of a trade show
►Depends of your objectives
At the strategic level:
► Reputation (trade show + organizers),
► History,
► Participation (companies, number of visitors).
At the financial and logistic levels:
► Dates,
► Expenses,
► Documentation,
► Trip.

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► Portail du ministère de l’économie et du
commerce du Liban
► Trade Show Week Databook
► Shows & Exhibitions Directory
► Guide des événements d ’affaires
► CanadExport / MAECI
► Les Salons français (Le MOCI)
► Les Foires et Salons à l ’étranger
► International Trade Fairs & Conferences
Directory
► Internet
Reference MaterialReference Material

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►Financial assistanceFinancial assistance
 MinistriesMinistries
 International fundsInternational funds
 Etc.Etc.
►PlanificationPlanification
 GovernmentsGovernments
 Commercial delegatesCommercial delegates
Governmental
assistance

18. 1818
Section 3Section 3
Planning for the
participation

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► The schedule of the activities
surrounding its participation to the
trade show
► The reservation of the site
► The choice of the stand
► The choice of the products and of the
documentation
► The transport, the insurance, the
customs
► The transport, the lodging and the
meals of the personnel
Planning of the material resourcesPlanning of the material resources

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► Anticipate the cost of:
 the site
 the stand, the services of electricity and plumbing and the
labour force
 the transport of the products and material
 the handling
 the decoration of the stand
 the transport, lodging, meals of the personnel
 the publicity, folders, promotional literature
 the promotional activities, etc.
Planning of the financialPlanning of the financial
resources and budgetresources and budget

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Planning of the supportsPlanning of the supports
►Identification of the employeesIdentification of the employees
►Business cardsBusiness cards
►DocumentationDocumentation
►Price (devise, Incoterm)Price (devise, Incoterm)
►MediaMedia
►Web PromotionWeb Promotion
►Video, audio, Power pointVideo, audio, Power point
►ConferenceConference

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The standThe stand
►The decision:
 Purchase or lease
►The site:
 advantages and disadvantages
►The function:
 A meeting point
 Announce your presence
 Your message
 Present your products
 Facilitate the discussion

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Practical exercisePractical exercise on the planningon the planning
and the budgetand the budget
►1. Draw up a budget by item:
 site at the trade show and services
 stand and labor force
 transport, insurance, customs clearance
 transport, insurance of the stand and
material
 transport of the people, lodging, meals
 documentation according to the selected
types
 detailed promotional strategy
►2. Establish a bill book and
specify:
 the deadlines

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Section 4 :Section 4 :
Winning strategyWinning strategy

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The sale at the standThe sale at the stand
► The begining or the openingThe begining or the opening
► The identification of the purchasingThe identification of the purchasing
power of the visitorpower of the visitor
► The presentation of the products orThe presentation of the products or
servicesservices
► The conclusionThe conclusion
► The follow-upThe follow-up

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The purchasing power of the visitorThe purchasing power of the visitor
► The functionThe function
► TThehe recommendation or decision-recommendation or decision-
making powermaking power
► The needsThe needs
► The deadlineThe deadline
► The financial resources availableThe financial resources available

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Is your Web site adapted to theIs your Web site adapted to the
international trade?international trade?
►www.votrwww.votre_site.ce_site.comom
 LanguageLanguage
 24/2424/24
 ConversionConversion
 Inscription foreign enginesInscription foreign engines
 Meta tagsMeta tags
 OtherOther

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Virtual trade showsVirtual trade shows
► Find your potential customersFind your potential customers
► Find your competitorsFind your competitors
► Negociate before the eventNegociate before the event
► Visit the trade show to conclude the saleVisit the trade show to conclude the sale
……

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Section 5:Section 5:
Activities afterActivities after
the trade showthe trade show

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The follow-upThe follow-up
►IMMEDIATE FOLLOW-UP:IMMEDIATE FOLLOW-UP:
 Mail, phone, visits, thanksMail, phone, visits, thanks
►EVALUATION OF ITS PARTICIPATION:EVALUATION OF ITS PARTICIPATION:
 Performance analysis, recommendationsPerformance analysis, recommendations

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Thank you for your attention!Thank you for your attention!