Participation in international trade events is en excellent tool of business prospection. Before taking any steps in this direction, companies are advised to participate first in these events as visitors. Thus, the visit allows the company to select an appropriate exhibition stand, prepare the strategic places and to have a general idea before participating in it as an exhibitor.
Visit to an exhibition stand is the first phase of preparation for the exhibition. The companies often visit the international events within the framework of their market study in which they update their knowledge and secure documentation. The aim of the visit consists in informing oneself about the trends, new technologies, novelties in terms of new products and establishing first contacts.
The visit to an exhibition stand allows especially to get an idea of different events and to select the one which would be likely to be suitable for the company's products. The visit to an exhibition stant requires quite a serious preparation and this is an investment from which one must derive maximum returns. It is impossible to visit all the stands. Hence, it is advised that one should consult the catalogues of exhibits and prepare the stands in the most attractive manner.
Participation of a company in a business events is a good means of developing a strategy of communication on an international scale. It is an opprtunity for the company to put to advantage all the aces in order to attract maximum prospects that are possible on any stand. Preparation of an exhibition stand must not be neglected. Although the cost is high, the spin-off is quite big (see table).
Before taking any steps, the company must prepare a plan in order to manage the allotted time in the best possible manner.
One must know that the preparation is a decisive phase because it is during this phase that success is demonstrated or failure is brought to light.
|Timing||Tasks to be accomplished||Observation|
||The earlier the stand is reserved, the more the company will benefit by obtaining strategic location|
||The products are to be selected according to the targeted public.|
The decoration must be strictly studied as it has direct effect on the through passage of the visitors.
Hotel has to be reserved in advance since during exhibition period the hotels are often fully booked.
The period of designing varies accordind to the type of the stand. A personalised stand requires a longer period than what is required for the stand delivered by the organiser.
It should be adapted to the mode of transport.
||The activity in the stands accentuates the impact of particiaption. Some stands stand out from other stands, thanks to this criterion.|
||Selection of professionals|
||Welcome must be impeccable and that is why a pre-exhibition training is often useful|
||For transport of goods, it is advised that one should call in the services of a forwarding agent having experience in the matter of exhibition.|
||Invitations are the best means of ensuring that the visitors arriveand show fidelity.|
|The last days||
||The period of shipping of products can be longer in the case of distant destinations and the management of the stand depends on the opening of the exhibition stand to the exhibitors.|
Organisation of an exhibition stand is a costly operation, but it should be considered as an investment.
The expenses to be incurred are as follows :
|Expenditure on exhibition||
|Expenditure on arrangement||
|Expenditure on communication||
|Expenses relating to the products||
|Expenditure on personnel||
Once the exhibition is over, it is necessary to draw up a balance sheet of participation in the exhibition stand. The follow-up action relating to the exhibition stand is of strategic importance. It consists of sending within the following week some documents to the visitors and thanking them for their visit to the stand. A good follow-up action finally allows start of negociations with their new clients.
Participation in the trade events is the best way of making known yourself and of promoting your products. The company establishes customer loyalty and enriches his file by prospecting foreign customers. It is a mean of reaching new markets while developing its brand image.
The insurance for usual prospection which Cotunace offers, supports Tunisian companies in their commercial prospection abroad by offering them an insurance against the commercial failure of this prospection and a cash relay. It encourages companies to prospect abroad and makes their approach easier. Another advantage is that it enables financial losses to be limited in the case of failure.
Emporiki Trade Team can identify trade shows which may be of interest to you in the countries of your choice.