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Preparing an exhibition
Participation in international trade events is an 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. Further,
one must remember that if an exhibition stand is providing an adequate space
for finding new clients, it is not proper over there to look for business
partners (agents, importers, distributors) . This will require a very systematic
research within the framework of a mission of prospection.
Visit of an Exhibition | Participation in an Exhibition | Preparation | The Cost
Visit of an Exhibition
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 stand 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 in an Exhibition
Participation
of a company in a business event is a good means of developing a strategy
of communication on an international scale. It is an opportunity 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).
Preparation
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 |
- 12 months |
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The earlier the stand is reserved, the more the company will benefit by obtaining strategic location |
- 11 months |
- Section of products to be executed
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The products are to be selected
according to the targeted public |
- 10 months |
- Study of decoration of the stand
- Hotel reservation
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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 exebition period the hotels are often fully booked. |
- 9 months |
- Design of the stand
- Preparation of equipment to be exhibited
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The period of designing varies according to the type of the stand. A personalised stand requires a longer period than what is required for the stand delivered by the organiser.
One must think of flood lighting of the products exhibited and it should be adapted to the mode of transport |
- 8 months |
- Reservation of water and power connections (telephone fax etc)
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- 7 months |
- Finalising the policy of business promotion
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The activity in the stands accentuates
the impact of participation. Some stands stand out from other stands
, thanks to this criterion. |
- 6 months |
- Selection of men and hostesses
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Selection of professionals |
- 5 months |
- Training of the personnel
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Welcome must be impeccable and that
is why a pre-exhibition training is often useful. |
- 4 months |
- Verification of equipment
- Reservation for transport of equipment
- Preparation of documentation of the company (printed folder, catalogue ect)
- Reservation for publicity in the catalogue of exhibits.
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For transport of goods, it is advised
that one should call in the services of a forwarding agent having experience
in the matter of exhibitions. |
- 3 months |
- Reservation of air tickets
- Verification of passports.
- Preparation of invitation cards
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Invititions are the best means of
ensuring that the visitors arrive and show fidelity |
- 2 months |
- Application for visas ( if necessary )
- To undergo the necessary vaccinations
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- 1 month |
- Application for ATA card
- Posting of invitations
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The last days |
- Despatch of products
- Departure of personnel
- Maintenance of the stand
- Verification of the stand
- Verification of products
- Check on safety and security
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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.
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The Cost
Organisation of an exhibiton stand is a costly
operation, but it should be considered as an investment.
The expenses to be incurred are as follows :
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Expenditure
on exhibition
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- Hiring of the stand
- Registration in the catalogue of exhibitors
- Registration fees and badges
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Expenditure on arrangement
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- Partitions, furniture, decorations
- Lighting and water supply connection
- Assembly and dismounting
- Telephone, fax, etc.
- Expenses incurred for cleaning the stand
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Expenditure on communication
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- Free invitations
- Mailing expenses
- Brochures and printed folders
- Samples and promotional equipment
- Receptions
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Expenses relating to the products
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- Packing
- Transport
- Insurance
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Expenditure on personnel
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- Transport
- Lodging
- Boarding
- Interpretors
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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 negotiations with new clients.
Subsidies for participation in the fairs
The Ministry
of Agriculture provides subsidies for the promotion of agricultural products
but not on a regular basis.
Services
Emporiki-Trade can identify trade
shows which may be of interest to you in the countries of
your choice.
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