Hot Tips for Planning International Trade Events

A Hot Tip about Matchmaking in the United States

Posted on: 2 Apr 2010

This presentation introduces different types of international trade events and gives advice on how to prepare for a successful venue.

Hot Tips for Planning INTERNATIONAL TRADE EVENTS Presented by Bronwen E. Madden 21st Annual NASBITE International Conference March 7, 2008 II nn tt ee rr nn aa tt ii oo nn aa ll Types of Events ? Webinar Tip: Skype is a cheap ? V way to connect with five ideo conference or less parties with video, ? instant messenger, and International catalog show phone. You can even get ? ?local? phone numbers International trade show that redirect to your cell ? number in your home International buyer?s mission country. ? International trade mission ? In-bound trade mission II nn tt ee rr nn aa tt ii oo nn aa ll Before the Event ? Identify target markets (develop export plan) ? Choose the right events (industry specific) ? Review show history ? year established, volume, list of past participants? ? Amount of presence ? Buy a 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 II nn tt ee rr nn aa tt ii oo nn aa ll Export Marketing Plan Tip: Start with an export-marketing plan and identify markets with high export potential. II nn tt ee rr nn aa tt ii oo nn aa ll Webinar ? Participate via your computer ? Low cost and on occasion free ? A live feed ? Able to instant message questions ? Educational experience ? Little preparation required II nn tt ee rr nn aa tt ii oo nn aa ll Video Conference ? Meet at local USEAC office ? Inexpensive ? See faces of marketing specialists abroad ? Gain market insights ? Access to industry specialists in foreign market II nn tt ee rr nn aa tt ii oo nn aa ll International Catalog Show ? Targets multiple markets in a region ? Inexpensive ? No travel required ? Send product literature ( 15 catalogs per market to APO address three months in advance); Translate if necessary ? Send sample / DVD / business cards ? Receive leads and market information ? Booth assistant; help with language and prevent theft ? Keep a ?master binder? with co. info and literature II nn tt ee rr nn aa tt ii oo nn aa ll 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 so than on- site sales ? Booth assistant; help with language and prevent theft II nn tt ee rr nn aa tt ii oo nn aa ll Trade Shows Before the Show ? Establish objectives ? Type of partnerships sought?Distrib., JV, end-user ? Choose shows early ? Choosing the show Tip: Combine a trade mission in conjunction ? Coun with a trade show to save tries of interest on travel costs. Use the ? Show show to get leads and history have the mission to firm ? Loca relationships. tion at show ? Reserve private meeting space ? Seek clients for meetings ? Train staff on trade show selling techniques ? Have two people to allow for breaks/visit other booths II nn tt ee rr nn aa tt ii oo nn aa ll International Buyer?s Mission Tip: This is an excellent way to ? Domestic trade show meet serious business partners ? Meet global buyers who are qualified at a low cost. ? Cheaper than international show ? Private meeting space sometimes provided II nn tt ee rr nn aa tt ii oo nn aa ll International Trade Mission ? International business trip tailored to companies objectives ? Travel alone or with a delegation-usually a delegation; alone is a Gold Key ? Pre-screened appointments with local companies ? Logistical assistance and in-country support ? Commercial briefings on the local market ? Political leaders raise visibility and can influence policy ? Most conducive for results when meeting face- to-face II nn tt ee rr nn aa tt ii oo nn aa ll Trade Mission Briefing Book ? Itinerary Tip: Schedules tend to ? De up to the last legation change list minute; three-hole ? De binders make it easier to legation contact information pull out and insert ? Company p information. Speeches rofiles should be on one side ? B only as some speakers iographies like to rip out the pages ? T upon completion. rade data/ current events ? Meeting briefs & speech copies ? Protocol (culture) ? U.S. Department of State Bureau of Consular Affairs (travel warnings) ? Executive Planet or CultureGrams Tip: Phonetically spell ? Past history unfamiliar names/words. ? Be ready to work the media! II nn tt ee rr nn aa tt ii oo nn aa ll Trade Mission Meeting Brief ? Date / time / location Tip: Purchase ? Con McCaffree?s book on tact person (including cell #) Protocol or Holberg?s ? Mee Forms of Address bookting participants & titles ? Objectives / goals ? Talking points ? Dress ? Seating chart ? Gift II nn tt ee rr nn aa tt ii oo nn aa ll USDOC Events TM II nn tt ee rr nn aa tt ii oo nn aa ll 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 II nn tt ee rr nn aa tt ii oo nn aa ll Trade Show/Mission Benefits Offered by FCS Tip: Gifts are considered customary in some cultures - Follow-up with leads and should not be seen as - Lower costs bribes. Be modest (or risk embarrassment by their - Extra support need to reciprocate) but thoughtful. Gifts that - Translation ?connect? your product or tell a memorable story which is - Shipping materials personal to your company - In-country support and/or history are best. Keep in mind cultural superstitions. - Logistical assistance Your firm may wish to have a display case for corporate - More visibility gifts received so individuals do not personally benefit. 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. II nn tt ee rr nn aa tt ii oo nn aa ll Reverse Profile Form Tip: 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. II nn tt ee rr nn aa tt ii oo nn aa ll Event Organizers & Facilitators U.S. Government ? Dept. of Commerce & Foreign Ag. Service ? State and Municipal Trade Assistance Centers Foreign Governments ? Federal level: JETRO, U.K. Trade & Invest ? State / Provincial Level Private Entitles, Not-for-Profit, & NGOs ? Hannover Fairs, EJ Krause, Kallman Int., etc. ? World Trade Centers ? Chambers of Commerce II nn tt ee rr nn aa tt ii oo nn aa ll 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 II nn tt ee rr nn aa tt ii oo nn aa ll Travel Price EstimatesII nn tt ee rr nn aa tt ii oo nn aa ll Recruitment ? Start with past event participants, they are most loyal ? Contact current clients ? Use business directories such as Harris Infosource and PIERS to extract data on exporting companies and target them (best for industry-specific events) ? Contact your local USEAC office (and other multipliers) and ask them to market the event to their clients ? Meet on-site with serious potential participants ? Personal meetings better introduce/explain the event ? You get a better understanding for their product and thus represent them better II nn tt ee rr nn aa tt ii oo nn aa ll Register Event Participants II nn tt ee rr nn aa tt ii oo nn aa ll Props ? Product literature (translate!) Tip: Use Velcro to secure product samples to the ? Industry plackets tablecloth on your booth table to prevent show ? Hockey-rink discs participants from stealing. ? Maps and flags ? Supply box with tacks, tape, pens, staples? ? Fish bowl for business cards ? Promotional items (friendship pins) / giveaways ? Videos/DVDs (rent monitor at the show) ? Product demonstrations ? Electronic info (people ?dump? heavy paper) II nn tt ee rr nn aa tt ii oo nn aa ll Travel Checklist q Travel request submitted and approved q Laptop q After travel is approved, book plane q Projector ticket and schedule lodging q Adaptor kit q Passport, applicable visas and travel q CD ROM containing all company shots need to be administered information, marketing and contact q Reserve transportation information (i.e. brochures) q Itinerary (including hotel and plane q Trade booth ticket info) submitted to manager and q Company literature copy for support staff q Product samples q Notation on personal calendar along w q Follow-up formith cell phone number q O q State map (display location)ut of office assistant turned on q q Flag placket w/US, State and local Telephone forwarded to support staff flag q Government identification card q Company promotional items q State tax exempt form (if applicable) q Friendship pins q Pouch for travel receipts q Gifts for foreign dignitaries / hosts q Business cards q Blackberry / cell phone q Camera II nn tt ee rr nn aa tt ii oo nn aa ll Trade Show Database II nn tt ee rr nn aa tt ii oo nn aa ll 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 database) ? Promptly follow-up with leads II nn tt ee rr nn aa tt ii oo nn aa ll Qualifying Leads ? Specific (focused) business interest; they know what they want. Tip: Identify what your ? Business card ideal partner would be like and your goals for the ? Differentiate market which will influence your market ? Speak English? strategy and the type of relationship you seek. ? Need financing? ? Years in the industry? ? Represents complimentary products? ? Familiar with U.S. culture? II nn tt ee rr nn aa tt ii oo nn aa ll Center for International Trade Development El Camino College Business Training Center 13430 Hawthorne Boulevard, Hawthorne California 90250 USA Tel: (310) 973-3173  Fax: (310) 973-3132 Website: http://elcamino.citd.org II nn tt ee rr nn aa tt ii oo nn aa ll
Posted: 02 April 2010

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