Enhancing the Capacity of Intermediary Business Organizations in Nepal

Project funded by the European Union

Implemented by EEC-Nepal

2 Day Seminar17-21 November 2008

Annabel Fogden, Head, World Trade, LCCI

• How to Arrange and Carry Out Networking and Match-Making Activities and Events

• How to Prepare and Participate in Trade Fairs and Exhibitions

London Chamber of Commerce

• A strong track record of organising networking events for our members and taking part in overseas exhibitions

• Why these activities can be an important activities for IBOs

• Who I am and my experience

• Who you are and your organisation’s experience of events / exhibitions

Organising Successful Networking and Match-Making Activities

• Guidelines for organising effective events that will help your companies gain information and useful business contacts

• What do we mean by ‘networking’ and ‘matchmaking’?

Key Steps in Event Organisation

• Decide on and Set Objectives for the Event:What are you seeking to achieve?Who is the target audience and what would you like them to gain by attending?

Scenario 1: Networking EventBusiness Opportunities Seminar: eg.‘How to do Business with the UK’

Scenario 2: Match-Making Event Hosting a Visiting Trade Delegation from UK with Match-Making Activity

Events cont.

• Format for the Event

what’s practical, timing, venue, budget

• Budget Considerations

catering, printing / promotional costs, venue

delegate fee

sponsorship

• Example Budget

Event Programme

• Plan the Programme Well in Advance

3 - 4 months as a minimum

• Key Elements

- Chairman’s Introduction (5 mins)

- Presentations (20 mins each)- Question and Answer Session- Networking / Matchmaking Session

- Profiles of the Visiting Delegation

Match-Making: Company Profile

• Name of Company

• Description of Business Activity

• Year of Establishment

• Number of Employees

• Turnover

• Trade Intermediary – agent/distributor/manufacturer

• Description of Co-operation Sought – buying/selling/JV

Marketing the Event to your Members

Writing the FlyerWhat to think about before you write:

- who are the audience?

- what do they think now?

- what do you want them to think about after they have received your message?

- what is your message?

- how will your message be received?

- what do we want them to do?

Writing the flyer cont.

- Key messages for an event- why should I come?

- what do you know?

- who are the speakers / visiting delegation?

- and why is he or she important to me?

Writing the flyer cont.

AIDA – a handy marketing tool to ensure your writing grabs attention• Attention

- give the event an eye-catching title, use ‘powerful’ words

• Interest- information about the opportunity in the market and visiting delegation

• Desire (show benefits not just features)

- eg. ‘opportunity to meet potential buyers’

• Action

- ie. complete and send the registration form

Writing the flyer cont.

• Registration form

- Delegate contact details

- Company activity

- Who they are interested in meeting (for matchmaking)

Promotion

• Circulate 6 weeks before

- by email / mail / display

- available as a download from your website

• Database

- your members and contacts

- multipliers (other IBOs)

Before the Event

• Maintain database of companies registering and who they would like to meet

• Confirm catering and room arrangements in advance as requested by the supplier

• Request presentations from the speakers 1 week in advance • Circular email to delegates to remind attendance • Photocopy programme and delegate list, presentations to give out as

handouts on the day• Prepare delegate badges for the day• Set-up meetings schedule and brief the delegation and the seminar

delegates on the arrangements

Managing the Event on the Day

• Event manager - responsible for looking after the speakers, room arrangements

• Colleagues - looking after delegates arriving and Registration desk

• Arrange tables for delegation and one-to-one meetings

• Feedback Questionnaire

• Follow-up

How to Work the Room: Networking Tips

• There is more to networking than greeting people. Powerful networkingfocuses on establishing mutual interest and building connections, not closing sales.

• Provide a memorable first impression; express succinctly what yourorganisation offers as well as listening to people’s needs with the aim to help.

• Always carry business cards with you and make notes on the back of cards you collect, to jog your memory when following up with a contact you have met.

• Keep up the momentum after the event by following up contacts of interestthat you have met within 24 hours. For the personal touch, tailor each followup to the individual in question by highlighting key points of your conversation at the event.

Networking Tips cont.

• If you didn’t get the chance to meet the right person at the event,why not drop them a line to introduce yourself and arrange a meeting. When preparing your communication remember that the person you want to meet may have been on the event guest list but may not have made it to the event, so always tailor your approach accordingly.

• Remember that networking is like any other form of marketing and business development - it is not a quick fix and it will take time and effort to build trust and cultivate relationships before a prospect can be converted in to a sale.

• The more networking events you attend, the more likely you are to build relationships and gain visibility but always try to select those events that will likely attract your customer or people you want to get to know.

Networking Tips cont.

• To maximise your networking do not spend too much of your time at an event with one person. To make the most of a networking event aim to spend 70% of your time with people you don’t already know.

• The paradox is that at a networking event everyone wants to sell. However, successful networking requires you to be prepared to buy as well as sell and to share information as well as gathering it.

Group Exercise: list key points for a marketing flyer to attract your member companies to attend an event

• Scenario: A business delegation of 10 companies from the UK is visiting Nepal. The group is made up of:

- 5 buyers from the UK coffee, floriculture and gift industries

- 5 sellers of UK equipment and services relevant to the above industries

- Title of your event?

- About the Event – key points?

AIDA – generate interest and desire – show features and benefits

How to Prepare and Participate in Trade Fairs and Exhibitions

• Video • Organising Collective

Participation: SWOT analysis from IBO’s perspective

Trade Fairs and Exhibitions

• Trade fairs play an essential role in international business. They provide companies with indispensable tools for entering new markets or to expand existing market shares.

• IBOs are in the position to contribute to their country's export performance by organizing participation in a collective way, ie through a national pavilion.

• Organizing a national entry demands a professional approach. Poor presentations will seriously jeopardize the image of the country, the IBO and the individual exhibitor. Great waste of financial expenditure also.

Why Take Part in Trade Fairs

Major advantages of trade fairs:• Concentration of sellers and buyers, meeting face-to-face

• Audience open to receive information

• Presentation and inspection of products

• Immediate feedback and adaptation of communication

• Reaching prospects which are otherwise difficult to reach

• Viewing the competition, its products and marketing techniques

Why Collective Participation

• A national entry in a trade fair is a business card for your country's identity. Its high impact has a stronger pull on attention from visitors and the media than that of an individual participation. Do not underestimate the image that buyers perceive, particularly in highly-developed industrial markets.

• Collective participations bring the costs down and command a stronger position in the negotiations with third parties.

• Individual companies are often not able or capable of presenting themselves in a professional way. In addition, group participations will make them feel more secure, particularly when new to a market.

What are the Objectives for an IBO in Participating?

• To improve the country's image

• To inform about the country's industrial capacity

• To communicate trade policies and export schemes

• To present the latest technologies

• To promote investments

• To promote the country as a tourist attraction

• To establish or strengthen confidence among potential buyers

• To facilitate business contacts for the individual exhibitors

• To introduce individual companies

Key Considerations for IBOs

• Does the exhibition fit in with the IBO's overall promotion plan

• Is there a suitable trade fair covering the target markets

• Do we have enough qualified staff to handle the project?

• Does the number of applications justify the entry?

• Is there sufficient budget?

• Have we investigated all possible sources of sponsorship?

• Will we get enough stand space in the desired location?

• Can we meet the market’ demands and regulation?

Selecting the Right Exhibition

• Check the reputation of the organiser

• Look at the number of shows already held and the track record

• Ask for analysis of previous year's attendance

• Visit the event yourself

Checklist for Exhibition Selection

• Name and subtitle of the event• City and country• Period when it takes place• Products / services to be exhibited• Breakdown of exhibitors, national and international• Names of sponsoring bodies• Products sectors within the fair• Gross and net stand space and ask for map of the hall• Promotional campaign to attract visitors• List of trade magazines• Assistance on hotel accommodation• Themes and concurrent events• Exhibitor catalogue of previous years• Costs of space and shell scheme stands

Exhibition Websites

• Expodatabase www.expodatabase.com

• Europages – The European Business Directory

www.europages.net

Managing the Project

Never miss the deadlines for:• Reservation of Stand Space

• Submission of Catalogue Forms

• Ordering Exhibition Services

• Ordering Stand Facilities

• Submission of Stand plan to organizers

• Booking of Accommodation

• Arrival of Exhibits

• Payment of Stand Space

Show Organiser

Site Facilities TeamHall management

CleaningParkingCatering

Reception

Project ManagementMarketing

SalesPress/Publicity

SecretariatFinance

Sub-contractorsStand contractor

Electrical InstallationFurniture

FloorFlorist

TransportGraphics

Working with the Organiser

Using the Exhibitor’s Manual

• Received after the application for space accepted.

• Contains conditions and regulations for participation and

technical matters, promotional assistance and order forms with deadlines. Often on-line.

• Study the manual with care and pass on relevant parts and forms to individual co-exhibitors

Time Frame

• No set rules

• Every exhibition has its own timing, some fairs are held twice a year

• Hotel booking may sometimes be necessary a year in advance

Overview of Key Steps

• Decision on Objectives and Exhibition Selection – approximately 12 months in advance

• Recruit co-exhibitors to meet your deadline with the Organiser’s for space allocation and payment of deposit

Key Steps

Obtain quotations for:• Stand construction

• Freight forwarding

• Travel

• Draft budget and set participation fee for co-exhibitors

• Prepare application forms with full details for co-exhibitors

• Recruit group to meet organiser’s deadline

• Appoint contractor

Key Steps

Once you have recruited your group • Plan allocation of space and layout of the pavilion for the stand contractor

and show organiser

• Sign organiser’s contract for space

• Check exhibitors’ manual

• Update co-exhibitors on arrangements

• Catalogue entry forms

• Appoint freight and travel agents

• Publicity – press releases

Key Steps

• Compile group exhibitors’ brochure

• Submit requests for contractor and exhibitor passes

• Payment checks before departures – balance of space

• Travel Arrangements for IBO

• Arrival of IBO representative on site - 2 days before exhibition opens to liaise with stand contractor

• Arrival of co-exhibitors - 1 day before

• Exhibition period – speak to your co-exhibitors daily, on-going evaluation

Key Steps

• End of exhibition – return of exhibits

• Settle payment and dues

• Post exhibition report - 1 month

• Follow-up activities - 1 month

• 2nd evaluation – 12 months

Preparing the Budget

Participating in a trade fair is expensive. Major budget components:• Space: Floor space rental costs typically range from £100 to £300 per sqm.

• Stand construction

• Staff: travel and allowances, hostesses, interpreters

• Travel

• Facilities: tel, internet, AV, cleaning, energy

• Publicity, printing / literature

• Transport

• Exhibitor recruitment – printed material, postage, tel

Recruitment

Essential to recruit sufficient numbers for viability of group participation• Recruitment campaign – start early

• Contact potential exhibitors via direct mail, bulletins, press releases, email.

• Arrange a meeting to promote the visit and to measure level of interest – collecting facts and figures about the target market, the exhibition as well as the procedures for registration.

Recruitment Cont.

• 1) Announcement – by email, advertising, press release, website, with a short description of the project, its objectives, info on target market, the exhibition, benefits for exhibitor and how to apply for further details.

• 2) Application details: with full detailed description of the fair, product description, target groups, conditions for participation and application form. The latter must clearly state the responsibilities of both the IBO and co-exhibitor. And request full payment up-front from co-exhibitors.

• 3) Confirmation of receipt of application, giving the time span for processing the same and the date when a decision on acceptance or rejection can be accepted.

Recruitment Cont.

• 4) Selection of exhibitors – the application form should enable you to select co-exhibitors on the basis of the best products, the highest level of professionalism. Product suited to the market.

• 5) Notification of acceptance – confirming acceptance of application, with instructions for next steps

Space, Stand Construction and Design

Location of the Stand Space • Make sure the area assigned to you is in the hall or area which is dedicated

to the product or services your group will be exhibiting. If the group covers products or services which fit into different sectors of the fair, it is worth considering split locations.

• The fair organiser decides upon location, shape and size. Important to indicate preferences when applying for space.

Space

• Ask who your neighbours will be. Ask about pillars, see floor plan.

• Collective pavilions may be in prominent places, may be a hall for international entries.

• Most crowded areas are at the front of the hall, on main gangways, near restaurants.

Space

Size of the Space for the Pavilion• Size of Pavilion determined by various factors: limitations imposed by the

organiser, your available budget, the volume of the products, any activities planned, the space required for common areas, but most importantly the number of co-exhibitors.

• Stand space is very expensive - space and construction• Example:

Booths space 10 x 12sqm = 120sqm• Information stand: 20sqm with back office • Total space: 140sqm

Space Layout

Layout of the Pavilion – key considerations:• How much space is necessary for each stand• Space required for office, reception• Which exhibitors get most prominent locations• Cost – who’s paying for the shared areas• ‘Island’ site most common for larger collective pavilions – open on 4 sides,

offers large exposure, easy for dividing if suitable depth

7

4

1

3

2

6

6

5

Shape of the Stand Space

1. Aisle Site

2. Corner Site

3. Head Site

4. Through Site

5. L-shape Site

6. Street Shape Site

7. Island Site

Island Stand, Shell Scheme

Design of the Pavilion

Key issues that influence the design• Objectives for exhibiting • Budget• Aesthetic reactions vary from country to country• Design should be functional and creative• Establish a strong identity • Attract attention • Must facilitate the co-exhibitors in achieving their objective• National element will be predominant but displays or features accentuating

national impact should match with working environments for co-exhibitors• Flow of traffic

Photos – British Pavilion at New York Gift Show

MIDO Optical Show, Milan – British Group Stand

Bespoke Design

Bespoke Design

The Design Brief

Information for the contractor:• The exhibition• Products to be displayed• Modular stand system - wall panels, uprights, shelves are

interchangeable, allows greater flexibility and economy• Offer co-exhibitors a shell scheme, at a minimum this includes,

walls, carpet, lighting, furniture, shelving, chair• Bespoke stands are immensely expensive• Lighting is key

Group Freight Tender

Benefits• Collective shipment more efficient, cost saving and improved chance of

exhibits being delivered on time• Each package should be labelled in the prescribed way to facilitate

identification at the fair• Each co-exhibitor contracts with the appointed agent on his own behalf

Travel • A group travel package for flights and accommodation can be helpful.

Note, exhibition organisers often offer good hotel rates through the Exhibitor’s Manual

Staff

Role of the Pavilion Stand Manager• Allocate stand space at start of project

• Circulate information to the group and deal with queries

• Hold a briefing meeting

• Project manage the stand contractor: stand checking / supervision / problem solving

• Deal with third parties eg. fair organizer and supplier of services, press, visitors.

• Break down of Pavilion

• Can handle stress

• Good organisational skills, reasonable product knowledge, good communicator

Publicity and Promotion

Attracting Visitors• A good trade fair will attract large numbers of businessmen. However if

exhibitors do not actively promote themselves, they will miss making the contacts that mean difference between failure and success.

• Several groups involved in press and PR activities:

• The organiser

• The group coordinator

• The exhibitors

• Each and every exhibitor must publicize the fact that they will be there.

Publicity and Promotion

Group organizer can help:• Press releases to trade press in the target market

• Inform Nepalese Embassy in country

• Consider advertising in trade fair catalogue

• Direct mail - group brochure and send invitations

• Organize a reception during the fair

• Invite journalists to the pavilion

• Stay in contact with the exhibition press office

Preparing companies for a trade fair

Principles of Effective Display

• go through this at breifing meeting and invite the contractor to be present

• most small exhibitors have limited budget

Hints for Display

Keep it simple• Limit the number of exhibits

• Divide product categories into separate displays

• Set leading products apart from other products

• Communicate the product's advantage visually

• Use explanatory notes and pictures

• Give the products sufficient space

• Avoid cluttering of products

• Display products on different levels

Using Graphics

• The wrong use of graphic materials or even a complete lack of graphics is one of the most common mistakes at fairs.

• Their basic role is to communicate the message which the pavilion and the individual exhibitors want to convey.

• They include lettering, colours, pictures, posters, logos, banners, AV.

Greeting Prospective Visitors

Co-exhibitors should be:• Well informed about the products/services and the company

• Well equipped: orderpad, stapler, note pad, calculator, pens

• Clear on minimum order value, prices, shipping terms

• Collect and record business cards

• Shouldn’t sit down or eat while on the stand

How Co-exhibitors Can Respond to Visitors

• A visitor should be allowed to browse briefly and then be approached• Start by finding out what kind of visitors you have• Ask whether they use you kind of product and what their interest is in your

stand• Ask what their roles are in their organisations and what their businesses do• Find out whether a visitor has purchasing power or influence• Stress the benefits of your product.• If a visitor is a potential customer, you must create enough interest to pave

the way for a follow-up meeting or call

Visitors

• Find out what the visitor's needs are• Explain how your product can satisfy those needs• Make arrangements to follow-up• A visitor should not leave your stand until you have agreed what the next

step will be• Make sure you record the name, job title and area of interest of each

prospective customer• Record any information you need for following up the enquiry. Who should

you contact, when and how• Your aim is to deal with as many visitors as possible. Five minutes should

be long enough to interest the visitor, provide them with relevant information and make follow-up arrangements.

Follow-up by the Group Organiser and by Individual Exhibitors

• Immediate results expressed in terms of orders are not always available• Role of international trade fairs is now more in the making and maintaining

of contacts and exchanging information• Orders generally sometime after the fair• Can make quantitative evaluation of contacts after fair but other evaluation

at set periods of time after the fair• Cooperation of co-exhibitors in the evaluation is an absolute requirement

and should be a condition of taking part • Confidential feedback form on: contacts made, orders made and expected,

interest in particular products, organisation and services provided by the Group Organiser

Follow-up by Co-Exhibitors

Stress the importance of follow-up after the fair to the co-exhibitors:

• Samples / brochures dispatched within the agreed time

• Interim communication in case of any delay

• Repeated contact for reactions

Contact details

Annabel Fogden

Head, World Trade

London Chamber of Commerce and Industry

33 Queen Street

London

E: afogden@londonchamber.co.uk

T: + 44 (0)20 7203 1967

W: www.londonchamber.co.uk

Thank you