Hot Tips for Planning International Trade Events

© Bronwen E. Madden

Types of Events

• Webinar• Video conference• International catalog show• International trade show• International buyer’s mission• International trade mission• In-bound trade mission

Tip: Skype is a cheap way to connect with

five or less parties with video, instant

messenger, and phone. You can even

get “local” phone numbers that redirect to your cell number in your home country.

Before the Event

• Identify target markets (develop export plan)• Choose the right events (industry specific)• Review show history year est., volume, past participants

• Amount of presence booth, walk the show, be represented

• Use organizer’s resources Booth assistant, hotel discount, equipment rental

• Demonstrate product Sample, shell, DVD

• Location at show• Seek clients for meetings

Export Marketing Plan

• Select Target Markets• Market Research / Trade Stats• Industry Analysis• SWOTT Analysis• Budget for Trade Promotion

Tip: Start with an export-marketing plan and identify markets

with high export potential. Utilize

Export Marketing Plan Templates to help you

get started.

Webinar

• Participate via your computer• Low cost and on occasion free• A live feed• Able to instant message

questions• Educational experience• Little preparation required

Tip: You do not have to pay for this type of service. Companies

such as Dim Dim offer free webinar and desktop sharing

services.

Video Conference

• Meet at local USEAC office• Inexpensive• See faces of marketing specialists abroad• Gain market insights• Access to industry specialists in foreign market

International Catalog Show

• Targets multiple markets in a region• Inexpensive ; No travel required• Send product literature; Translate if necessary

( 15 catalogs per market to APO address three months in advance)

• Send sample / DVD / business cards• Receive leads and market information• Booth assistant; help with language & prevent theft• Keep a “master binder” with co. info and literature

International Trade Show

• Marketing tool to introduce products into foreign markets

• Provides face to face time with potential buyers• Booth: on your own or part of a pavilion? Ship in

advance; easier to mail than carry; Use ATA Carnet if applicable or APO address

• Demo: products on hand• Used for lead generation more than on-site sales• Booth assistant; help with language & prevent theft

Trade Shows Preparation

• Est. objectives / Entry strategy• Choose shows early in countries

of interest (target markets)

• Review show history• Location at show Reserve private

meeting space and Seek clients for meetings

• Train staff on trade show selling techniques Have two people to allow for breaks/visit other booths

Tip: Combine a trade mission in conjunction with a trade show to save on travel costs. Use the show to get leads and have the

mission to firm relationships.

International Buyer’s Mission

• Domestic trade show• Meet global buyers • Cheaper than international show• Private meeting space sometimes

provided

Tip: This is an excellent way to meet

serious business partners who are

qualified at a low cost.

International Trade Mission

• International business trip tailored to companies objectives

• Travel alone (Gold Key) or with a delegation• Pre-screened appointments with local companies • Logistical assistance and in-country support• Commercial briefings on the local market• Political leaders raise visibility and influence policy• Most conducive for results when meeting face-to-

face

Trade Mission Briefing Book

• Itinerary• Delegation list w/ contact info• Company profiles• Biographies• Trade data/ current events• Meeting briefs & speech copies• Protocol (culture)• Past history• Be ready to work the media!

Tip: Schedules tend to change up to the last

minute; three-hole binders make it easier to pull out and insert

information. Speeches should be on one side

only as some speakers like to rip out

the pages upon completion.

Phonetically spell unfamiliar

names/words.

Trade Mission Meeting Brief

• Date / time / location• Contact person (including cell #)• Meeting participants & titles• Objectives / goals• Talking points• Dress• Seating chart• Gift

Tip: Purchase McCaffree’s book on Protocol or Holberg’s

Forms of Address book

USDOC Events

In-Bound Trade Mission

• Foreign companies visit the U.S.• Companies prescreened• Company profiles provided• Travel alone or with a delegation• Meet one-on-one with potential partners• Political leaders raise visibility• Inexpensive• Conducive for results

FCS Trade Show/Mission Benefits

• Follow-up with leads• Lower costs • Extra support• Translation• Shipping materials• In-country support• Logistical assistance• More visibility

Tip: Gifts are considered customary in some cultures and should not be seen as bribes. Be modest (or risk embarrassment by their need to

reciprocate) but thoughtful. Gifts that “connect” your product or tell a

memorable story which is personal to your company and/or history are

best. Keep in mind cultural superstitions. Your firm may wish to have a display case for corporate gifts received so individuals do not

personally benefit.

Reverse Profile FormTip: Business cards can provide a

sense of professionalism and make follow-up easy as you don’t have to decipher handwriting and scanners

can instantly populate your database.

Tip: Business card titles need to demonstrate business decision

making authority; it is not uncommon to have a second set of cards with a

manager title. Additionally, size, language and information (i.e.,

degrees, certification) change from market to market and should be

sensitive to these variances.

Event Organizers & Facilitators

U.S. Government

• Dept. of Commerce & Foreign Ag. Service• State and Municipal Trade Assistance CentersForeign Governments

• Federal level: JETRO, U.K. Trade & Invest• State / Provincial LevelPrivate Entitles, Not-for-Profit, & NGOs

• Hannover Fairs, EJ Krause, Kallman Int., etc. • World Trade Centers and Chambers of Commerce

Where to Find Event Info

• http://www.export.gov/tradeevents.html• www.tsnn.gov• http://www.biztradeshows.com/• http://www.expoworld.net/• http://www.foreign-trade.com/exhibit.htm• http://www.fas.usda.gov/scripts/agexport/EventQuery.asp

Travel Price Estimates

Recruitment

• Start with past event participants, they are most loyal

• Contact current clients• Use business directories to find

exporting companies• Contact USEAC office (& other

multipliers) to market to clients• Meet on-site with serious

potential participants

Tip: Ask for a show directory from the

previous year to see who might attend and create a “target list” of who you want to visit.

Tip: Personal meetings better introduce/explain the event and you get a better understanding for their product and thus represent them better

Register Event Participants

Props

• Product literature (translate!)

• Industry plackets

• Electronic info like hockey-rink discs (people “dump” heavy paper)

• Maps and flags

• Supply box w/ tacks, tape, pens, staples…

• Fish bowl for business cards

• Promotional items (friendship pins) / giveaways

• Videos/DVDs (rent monitor at the show)

• Product demonstrations

Tip: Use Velcro to secure product samples to the

tablecloth on your booth table to prevent show participants from

stealing.

Travel Checklist Travel request submitted and approved After travel is approved, book plane

ticket and schedule lodging Passport, applicable visas and travel

shots need to be administered Reserve transportation Itinerary (including hotel and plane

ticket info) submitted to manager and copy for support staff

Notation on personal calendar along with cell phone number

Out of office assistant turned on Telephone forwarded to support staff Government identification card State tax exempt form (if applicable) Pouch for travel receipts Business cards Blackberry / cell phone Camera

Laptop Projector Adaptor kit CD ROM containing all company

information, marketing and contact information (i.e. brochures)

Trade booth Company literature Product samples Follow-up form State map (display location) Flag placket w/US, State and local

flag Company promotional items Friendship pins Gifts for foreign dignitaries / hosts

Trade Show Database

After the Event

• Have a “lessons-learned” meeting to review what worked and what didn’t to better future events

• Create contact database (MS Access)

• Promptly follow-up w/ leads

Qualifying Leads

• Specific (focused) business interest; know what they want

• Business card• Differentiate Speak English? Need

financing? Years in the industry? Represents complimentary products? Familiar with U.S. culture?

Tip: Identify what your ideal partner would be like and your goals for the market which will influence your market strategy and the type

of relationship you seek.