| Select a market with care: Study the market before | | | | final decision. No matter who represents you, make |
| you decide to enter an overseas trade show. You will | | | | sure you clearly explain the objectives of your |
| find that most government agencies have | | | | participation. |
| publications and statistics that are helpful. Trade | | | | Request a good location: The earlier you apply for |
| associations, chambers of commerce, foreign | | | | space the better. Make certain you know all the |
| consulates also can assist you. | | | | trade show's rules, exhibiting hours, shipping |
| Decide your objectives: Why do you want to exhibit? | | | | regulations, design guidelines, and the utilities, services, |
| Are you looking for on-the-spot sales or new | | | | and facilities available to you. Don't wait until you get |
| customers? Do you want to introduce a new product | | | | to the exhibition to read important literature. |
| or service? Do you want to find representatives or | | | | Consult early with exhibit designer: Your budget, |
| distributors? Are you interested in a joint venture or | | | | objectives, and desired impression will be important |
| licensing arrangements? Perhaps you want to exhibit | | | | influences on what your exhibit looks like. Will you be |
| in order to gain exposure or study the market. | | | | showing one or two new products or your entireline |
| Whether you will be represented by one of your | | | | ? Do you want visitors to move through quickly or |
| own sales people, a representative, or distributor, it is | | | | linger and talk ? If you want to distribute literature or |
| essential that you clearly establish and communicate | | | | have visitors register, make certain these activities |
| to this individual your reasons for exhibiting and the | | | | are considered in your exhibit design. For a more |
| results you expect during and after the trade show. | | | | effective exhibit, highlight some new product. |
| Learn all you can about the exhibition: If it is a trade | | | | Remember, an outstanding exhibit cannot be put |
| fair, ask the organisers of the event for a catalogue | | | | together overnight. |
| of the previous event. Get the opinions of past | | | | Plan your trip: Decide what other markets you might |
| exhibitors. Attendance figures are important and can | | | | visit before or after the exhibition, often at no |
| indicate whether a trade show attracts local, national, | | | | increase in the air fare. Obtain confirmed hotel |
| or international business people. Make certain that no | | | | reservations as soon as your travel plans are firm. Be |
| other fair is scheduled that may be better known or | | | | sure you have a valid passport with current visas and |
| more appropriate for your products. | | | | your immunisation record is up to date. |
| Establish a Budget: Make sure you budget includes | | | | Select a freight forwarder: Trade shows often |
| total costs, not just space and design expenses. | | | | designate "official" frieght forwarders, caterers, |
| Keeping track of expenses will help you budget | | | | maintenance and other service companies. Contact |
| better next time and facilitate your evaluation of the | | | | these organisations early to determine their charges |
| show's worth. | | | | and services, make arrangements with them and, get |
| Decide who will staff your exhibit: Your | | | | their advice as required. Check on import duties, |
| representative should be a decisionmaker, authorised | | | | trade restrictions, required documentation. |
| to transact business. If your product is highly | | | | Initiate promotional activities well in advance: The first |
| technical, think about sending along an engineer. Even | | | | step should be to apply for a listing and to consider |
| if your overseas representative will be at your stand, | | | | an advertisement in the official trade show catalogue. |
| consider sending someone over to add prestige, lend | | | | Many visitors to a trade show base their schedule of |
| a hand, evaluate and train your representative, and | | | | visits to exhibitors on the official show directory. |
| observe the competition. | | | | Other ways of attracting prospects to your stand |
| If you are seeking an overseas representative, invite | | | | are direct mail invitations, personal contact, and |
| several candidates to your exhibit for interviews, and | | | | advertising in trade magazines. |
| then visit the more promising ones before making a | | | | |