But how do you find the right event and plan for success.

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Franklin Flynn
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2 There are over 5,000 trade events All over the planet, Offering tremendous business opportunities But how do you find the right event and plan for success. Test foreign market for your product Intelligence on competitors Show new products Make sales Find reps/distributors Support existing reps/ distributors 2

3 Fortunately, there are some excellent and free online directories: messen.com Here s one example: 3

4 Consider: attendance, growth, number of exhibitors trend: growing or shrinking? Only count professional attendance. How many foreign visitors? 4

(maybe) Eiffel Tower (in Vegas) Overseas events: Where your customers are Shows

5 Booth rental Travel Staff time Shipping of literature Collateral advertising Preparation and follow up Is it worth it? (maybe) Eiffel Tower (in Vegas) Overseas events: Where your customers are Shows commitment to market and your overseas reps Good for market intelligence US events: Some have a lot of foreign visitors Cheaper Also address the US market 5

Organized by US Commercial Service You register in advance so do

Special meeting rooms with translators No charge!

advance for max results May coincide w/ shows Mission types:

6 Organized by US Commercial Service You register in advance so do foreign visitors Introduction to potential foreign customers Special meeting rooms with translators No charge! Organized group business trips Meetings carefully planned in advance for max results May coincide w/ shows Mission types: Horizontal: across all industries Vertical: industry focus Political vs. business orientation 6

7 Just walk the show Exhibit on your own Exhibit in a group pavilion Catalog show Relatively inexpensive Often makes sense when you're just trying to get a feel for the market Good way to gather competitive intelligence Show rules might not let you pass out trade literature if you don't have a booth. 7

adequate budget Must register early for good location Group

8 Authenticates your sales activity at the show Even the smallest booth gives you a spot on the floor for sales activity Requires an adequate budget Must register early for good location Group pavilions may have better location, higher visibility than small independent booths 8

Possible cost savings (not always) Check compatibility with other group exhibitors Organizers include: US Commercial

9 Convenient packages (finished booth space, furnishings, signage, promotional support, translators, etc.) May include: useful support and PR services private meeting rooms, interpreters Professionally managed/ designed Possible cost savings (not always) Check compatibility with other group exhibitors Organizers include: US Commercial Service USDA/ FAS for agricultural products (often subsidized) show management state trade divisions Possible support from embassy consulate trade office 9

10 USDA Foreign Agricultural Service sponsors. Great choices if you're trying to export food, farm, or forest products. Operation similar to DOC, May offer excellent value because of USDA export support programs 10

pavilions, but not always Association staff may help man the

11 Events chosen with great care Associations know their industry and its global markets Support services may be similar to USA pavilions, but not always Association staff may help man the Pavilion, and fillin when you must be a way for meetings, lunch, etc. 11

tight space can be a hassle Low cost option Literature displayed by pavilion staff who

12 Booth partner must be compatible Reduces cost May allow purchase of a larger space Works well if sharing with your local partner May dilute your company identity Sharing tight space can be a hassle Low cost option Literature displayed by pavilion staff who take inquiries No space of your own Marketing impact minimal You get what you pay for 12

Know your objectives Do advance work Careful staffing

collateral materials Choose the right booth

13 Know your objectives Do advance work Careful staffing selection and training Develop a marketing plan and collateral materials Choose the right booth designer/contractor Develop a task timeline/checklist Move inventory? Make sales Find a rep Introduce a new product Market intelligence Maintain contact with customers 13

Past show attendees Trade association membership lists

14 Helps assure success Avoid frustration Maximize ROI Make a timeline and stick to it Existing customers Past show attendees Trade association membership lists Industrial directories Other exhibitors Potential allies 14

Value to their business Something new: product, pricing, etc.

15 Call high priority customers Postcard series for best contacts E mail everyone (e.g., Constant Contact) Social media? Value to their business Something new: product, pricing, etc. Invitation to hospitality suite Map of your location makes you easy to find 15

Wherever and whenever it s convenient for

Prepare marketing and collateral materials

16 Wherever and whenever it s convenient for them Booth Hotel Restaurant Hospitality suite Be a little flamboyant Prepare a press release Advertise in show directory Prepare marketing and collateral materials Advance ship brochures and product literature 16

Inquiry forms (don't just throw business cards in a box) Rehearse talking points (less than 30 60 seconds)

17 Inquiry forms (don't just throw business cards in a box) Rehearse talking points (less than seconds) Invite customers into booth Dress code Comfortable shoes Nobody ever sold nothing sitting down Translate literature for some markets Matching staff nametags Useful giveaways people will keep: printed with your contact info desk items (pens, clocks, calendars, etc.) travel items (e.g., passport holders, led flashlights) 17

is everything Big isn't always better Custom designs can better fit

18 Establish a firm budget in advance View portfolio of previous work Experience with your product type is a plus Check references Location is everything Big isn't always better Custom designs can better fit your needs, and have more impact Turnkey rental solutions are convenient 18

signs stand out from a distance Eye level signs good

19 Don t use booth babes Give aways only for high quality prospective customers Clear concise message Large high signs stand out from a distance Eye level signs good for close viewing from aisle Keep videos extremely short 19

20 Headlines and key graphics HUGE First paragraph quickly tells story Metric booth dimensions No pipe and drape Everything more expensive Smoking may be allowed Lack of card reader system common Longer exhibition hours May take orders in booth 20

21 If casual dress, consider matching golf shirts Europe and Japan more formal than USA (again) comfortable shoes 21

timeline Do your advance work Invite key customers Properly train

22 International trade shows can be excellent marketing vehicles, if you: Choose the right event Establish a reasonable budget and timeline Do your advance work Invite key customers Properly train booth staff Follow up Chuck says be a man and fight for export sales 22

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