Export GeorgiaMarch 2009Kathe Falls

©2009 GDEcD

Tips for Leveraging Participation in International Trade Shows

©20059 GDEcD

Why Should I Participate?

• Test product• Test market• Identify partners (agents / reps / dist)• Support partners• Sales / new sales / close major deals• Follow-up with existing customers

Exhibit vs. Walking the Show

©2009 GDEcD

Which Show Should I Attend?

• Industry-specific vs. General Trade Shows• US Dept. of Commerce Certified Shows• Association Recommendations• Suggestions from clients and industry leaders• Research!

©2009 GDEcD

What are the Differences Between Domestic & Int’l shows?

Domestic International10 X 10 sq. feet / booth 3 X 3 square meter / standCurtains & drapery Hard wallsMore casual dress code Higher budgets neededCard reading systems / badges for attendees

Catering during show (Europe)

Shows move from city to city Smoking in boothOften no card readers (different system with badges)Longer shows and show hours

©2009 GDEcD

How Should I Prepare for a Trade Show?

• Design marketing objectives to complement corporate marketing objectives.

• Identify target audience.• Identify desired end results.• Train staff appropriately.• Be realistic!

©2009 GDEcD

What kinds of Marketing Materials Should I Prepare?

• Marketing Material should: - be multi-lingual -have the company name & address (USA) on each piece-use an international phone number (+ 1 to phone)-use target country’s standards (i.e. size of paper, metric measurements, etc.).

• Bring translated business cards. Consider appropriate titles (Managing Director = General Manager).• Use pictures verses text graphics for stand walls.• Bring materials to offer proof & credibility (e.g. testimonials, articles, guarantees, videos, website). • Videos should be short and educational and may require hiring security guard to watch equipment.

How Should I Prepare My Staff?

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•Bring matching name tags & shirts for staff.•Develop 30 and 60 second sales presentations•Train staff on presentations AND give cross-cultural training.• Discuss prospect qualifications with staff (e.g. can they afford your product or service, is there is need for the product service, can they influence the purchase, what is the visitor’s role in the buying cycle?).• Schedule appointments for top management in advance

©2009 GDEcD

How Do I Attract Visitors to my Booth?

• Research to identify contacts / appointments prior to show (use Kompass, industry associations, etc.).• Go to show with press releases if something to announce (multi-lingual).• Put ads in show daily / magazines.• Invite people to booth (use mail/email, have a call for action- fax-back, gift certificate, coupon).• Have a special give-away (announce on invitations).• Send your top 100 prospects three announcements (e.g. create postcards with people using your product(s)/service).•Use of Gimmicks (not accepted in all cultures).• Market to other exhibitors (use directory and send staff to visit other booths).

©2009 GDEcD

What Else Should I Arrange?

• Buy a flexible return ticket in order to follow up on good leads.

• Order electricity & internet at show (note electrical differences)

• Assign a competent project manager to handle details

• Ship supplies (e.g. staples to match stapler size, sticky pads, samples- generally things with no commercial value)

• Be sure to have cash on hand (at some shows only cash is accepted)

• Develop a follow up strategy (must develop before the show / No card swipe)

©2009 GDEcD

What Should I Do at the Show?

• Using flowers/plants in booth are common but more expensive than you think.• In some cultures, you have to invite people into the booth.• Send multiple people to the show (e.g. engineering, sales, president, decision makers)• Organize a system for collecting leads (pockets don’t always work)• Give-aways (take the “Made in China”label off.)• Have refreshments in booth (European shows)• Bring comfortable footwear

©2009 GDEcD

What Should I Do After the Show?

• Follow-up immediately!!

• Leave calendar open for at least a week after the event for follow-up

©2009 GDEcD

Upcoming Opportunities

SEUS – Canada, July 26-28, 2009(supplemented by business meetings in Toronto)

SEUS – Japan, Oct. 18-21, 2009(supplemented by Gold Keys)

Dubai Air Show, Nov. 15-19, 2009

MEDICA, Nov. 18-21, 2009

For additional information call 404-962-4122 or visit us on the web at www.georgia.org.