Tips for Planning International Trade Events

A Hot Tip about Advertising, Design, Marketing, Packaging, Call Centers, Trade Shows in the United States

Posted on: 31 Jul 2010

A quick overview of different international trade events and tips on how to best prepare for a successful outcome.

Hot Tips for Planning International Trade Events © Bronwen E. Madden Types of Events ? Webinar Tip: Skype is a cheap way to connect with ? Video conference five or less parties with video, instant ? International catalog show messenger, and ? Internationa phone. You can even l trade show get ?local? phone ? International buyer?s mission numbers that redirect to your cell number in ? International trade mission your home country. ? In-bound trade mission 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 Tip: Start with an export-marketing plan ? Market Research / Trade Stats and identify markets with high export ? Industry Analysis potential. Utilize ? SWOTT Export Marketing Plan Analysis Templates to help you ? Budget for Trade Promotion get started. Webinar ? Participate via your computer Tip: You do not have to pay for this type of ? Low cost and on occasion free service. Companies such as Dim Dim offer ? A live feed free webinar and ? Ab desktop sharing le to instant message services. questions ? Educational experience ? Little preparation required 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 Tip: Combine a trade mission in conjunction ? Choose shows early in countries with a trade show to of save on travel costs. interest (target markets) Use the show to get ? Review show leads and have the history mission to firm ? Location at show Reserve private r e l a ti o n s h i ps. meeting space and Seek clients for meetings ? Train staff on trade show selling techniques Have two people to allow for breaks/visit other booths International Buyer?s Mission ? Domestic trade show Tip: This is an excellent way to meet ? Meet global buyers serious business partners who are ? Cheaper than international show qualified at a low cost. ? Private meeting space sometimes provided 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 Tip: Schedules tend to change up to the ? Delegation list w/ contact info last minute; three-hole binders make it easier ? Company profiles to pull out and insert ? Biographies information. Speeches should be ? Trade data/ current events on one side only as some speakers like to ? Meeting briefs & speech copies rip out the pages upon completion. ? Protocol (culture) Phonetically spell unfamiliar ? Past history names/words. ? Be ready to work the media! Trade Mission Meeting Brief ? Date / time / location Tip: Purchase McCaffree?s book on ? Contact person (including cell #) Protocol or Holberg?s Forms of Address book ? Meeting participants & titles ? Objectives / goals ? Talking points ? Dress ? Seating chart ? Gift 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 Tip: Gifts are considered customary in some cultures and should not be ? Lower costs seen as bribes. Be modest (or risk ? Extra support embarrassment by their need to reciprocate) but thoughtful. Gifts ? Translation that ?connect? your product or tell a memorable story which is personal ? Shipping materials to your company and/or history are best. Keep in mind cultural ? In-country support superstitions. Your firm may wish to have a display case for corporate ? Logistical assistance gifts received so individuals do not ? More visibility personally benefit. 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. 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 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 Tip: Ask for a show participants, directory from the they are most loyal previous year to see ? Contact current clients who might attend and create a ?target list? of ? Use business directories to find who you want to visit. exporting companies ? Contact USEAC office (& other Tip: Personal meetings multi better introduce/explain pliers) to market to clients the event and you get a better understanding for ? Meet on-site with serious their product and thus potential participants represent them better Register Event Participants Props ? Product literature (translate!) Tip: Use Velcro to secure product ? Industry plackets samples to the ? Electronic info like hockey-rink discs t a b le c l o t h o n your booth table to prevent (people ?dump? heavy paper) show participants from ? Maps and flags stealing. ? 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 Travel Checklist ? Travel request submitted and approved ? Laptop ? After travel is approved, book plane ? Projector ticket and schedule lodging ? Adaptor kit ? Passport, applicable visas and travel ? CD ROM containing all company shots need to be administered information, marketing and contact ? Reserve transportation information (i.e. brochures) ? Itinerary (including hotel and plane ? Trade booth ticket info) submitted to manager and ? Company literature copy for support staff ? Product samples ? Notation on personal calendar along w ? Follow-up formith cell phone number ? O ? State map (display location)ut of office assistant turned on ? ? Flag placket w/US, State and local Telephone forwarded to support staff flag ? Government identification card ? Company promotional items ? State tax exempt form (if applicable) ? Friendship pins ? Pouch for travel receipts ? Gifts for foreign dignitaries / hosts ? Business cards ? Blackberry / cell phone ? Camera 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 Tip: Identify what your ideal partner would be interest; know what they want like and your goals for ? Business card the market which will influence your market ? Differentiate Speak English? Need strategy and the type of relationship you financing? Years in the industry? Re seek.presents complimentary products? Familiar with U.S. culture?
Posted: 31 July 2010

See more from Advertising, Design, Marketing, Packaging, Call Centers, Trade Shows in the United States

Hot Tips    
Tips for Planning International Trade Events   By Bronwen Madden, El Camino College Center For International Trade
International Trade Marketing Toolkit   By Bronwen Madden, El Camino College Center For International Trade
Briefing Book Template   By Bronwen Madden, El Camino College Center For International Trade