Transcript for Episode 19 - Getting ready for a trade show as an exhibitor

Trade shows can be an important part of an export marketing plan. Having a stand at a trade exhibition is often a great way to introduce your company to a new market, access customers, see the competition and check demand.

However, trade shows can cost in both time and money, and require thorough planning. You should set goals before you go, to measure success and return on investment. Such as raising interest in a new product or gaining new sales or clients.

Here are a few things to consider whilst planning for a trade show.

Firstly, create an accurate budget and stick to it.

Spend time designing your stand and pay attention to its location to maximise footfall.

Use your digital channels to advertise your exhibition.

Train your staff. Working at a trade show will be different to their day job.

And contact potential new and existing customers to arrange a meeting there.

Once you’re booked, there are then some key points to remember during the trade show.

Have your sales pitch practised so you’re not caught off-guard, and be ready to network.

Don’t rush into agreements particularly with agents and distributors. Delay agreement until you’ve had time to consider the proposal.

Dress appropriately. Business dress is different across the world.

Create some competitions or giveaways to attract attention.

And consider live streaming certain aspects to social channels to create a buzz.

After the show ends the work does not stop. Acting fast and following up on any leads and contacts can ensure a greater degree of success.