Selecting
and Participating
in
an International Trade Show
Task Menu
Generally, the following
steps are involved in
developing a plan for foreign
market entry:
This tool will help
managers of small and medium
sized companies to:
- identify the most
suitable international
trade shows that their
firm should attend;
- define the key
objectives involved in
attending a particular
show; and
- establish a critical
path for participating in
the selected show.
It is primarily intended
for companies that already
have some knowledge of
international trade and are
just starting out in
exporting.
International trade shows
are an excellent way for
companies to get themselves
known, check on competitors
and conduct market research.
Three forms of
participation are common.
- Companies can attend a
show as visitors. They can
use such attendance to see
who their competitors are,
gauge the market and
develop a list of contacts
for later follow-up.
- Alternatively, companies
can participate in shows
as exhibitors. Though more
expensive, exhibiting at a
show can pay off in terms
of raising awareness,
developing contacts and
enhancing prestige.
- A third possibility is
to participate in panel
discussions or make a
presentation. Many trade
fairs also feature
speakers and workshops as
part of their activities.
By securing a speaking
invitation, companies can
get profile without
incurring the expenses of
exhibition.
This guide will help users
identify and select the type
of trade fairs that can help
them meet their corporate
objectives. It will guide them
to sources of information
about the shows in which they
are interested. It will also
help them compare the key
attributes of these shows.
The guide can also be used
to develop a set of objectives
and prepare a budget for
attending a trade show. And
the guide can help users
develop a critical path of
action items to be dealt with
in preparing for attendance at
a show.
If you have a specific
trade show in mind, or want to
examine lists of upcoming
shows, here are some sites
that are available.
- TSNN.com - http://www2.tsnn.com/
- TSNN.com is the leading
online resource for the
22nd largest industry in
the world - the trade show
and
exhibition industry. TSNN
owns and operates the most
widely consulted database
on the Internet for the
trade show industry,
containing data on more
than 15,000 trade shows
and conferences, and
through a strategic
partnership, more than
30,000 seminars.
- Exhibitornet.com - http://www.exhibitornet.com
- This section of
exhibitornet.com,
Directory of Shows, lists
over 800,000 trade shows
and business events from
around the world. Offers
an easy-to-use search
function and allows the
user to narrow the search
for more focused results.
Most results also include
the contact information of
the organizer. The general
web site also offers
information that may be of
some value to
international traders.
- ExpoWorld.net - http://www.expoworld.net/
- ExpoWorld provides info
on worldwide shows but is
sponsored by the Las Vegas
Visitor and Convention
Authority.
- MOA Expo Database - http://www.expodatabase.com/
- The international
exhibition database
supplies information on
thousands of tradeshows
and exhibitions, as well
as on the supplier
companies in the industry.
This revamped site from
ExpoBase now allows the
user to search for trade
shows by organizer, venue,
or project manager. Most
trade shows include
contact information. The
site is available in
English or German.
- All World Exhibitions - http://www.allworldexhibitions.com/searchmain.asp
- The Allworld Exhibitions Alliance of
Organizers, Managers and Consultants in Exhibitions is the world’s largest private association of professional
organizers active in the field of international trade shows.
- TECHWEB CALENDAR - http://www.techweb.com/calendar
- Techweb’s calendar is
focused on information
technology and provides
access to information on
2,000 plus technology
related events which may
be searched by key word or
by industry. There is
detailed information on
each event.
Additional information
concerning computer
related trade shows can be
found at http://www.emich.edu/ict_usa.
OTHER SITES
FOR SPECIFIC SHOWS AND TRADE
SHOW ORGANIZATIONS:
CEBIT/HANNOVER
FAIRS -
http://www.hfusa.com
EJ KRAUSE - http://www.ejkrause.com
INTERNETWORLD/MECKLERMEDIA
- http://www.internet.com
INTERNATIONAL
TELECOMMUNICATIONS UNION - http://www.itu.int
NETWORLD +
INTEROP - http://www.interop.com
Back to Top
Comparison and selection of
a Trade Show involves
comparing the information you
gathered during the previous
search. Printing the following
work sheet will help to
facilitate that comparison.
The first column of the
worksheet reflects key
attributes that can be
compared. Access the
description of the trade show
in your dossier and enter the
information for each trade
show in the appropriate cells
of the worksheet. Use the
result as the basis for
selecting which shows your
firm should attend.
| Key
Attributes for
Comparison |
Show
A |
Show
B |
Show
C |
Name of Fair or
Exhibition
- in English
- in official
language of host
country
|
|
|
|
| General or
sector-specific |
|
|
|
Attendance
- numbers in last
year fair was held
- numbers expected
at next event
- number of
exhibitors
- number of
visitors
- details of who
attends
- types of
companies and
names of typical
exhibitors
- types of
visitors
(distributors,
officials,
customers and
countries
represented
|
|
|
|
| Location
|
|
|
|
| Frequency - (annual,
bi-annual,
semi-annual?) |
|
|
|
Dates -
- usual time of
the year when the
fair is held
- specific date(s)
of next event
|
|
|
|
History
- number of years
in operation
- who founded it
- objectives
|
|
|
|
Organizers
- name of
organization (in
English and host
language)
- address: street
and number
- city, country,
postal code
- tel. and fax
numbers, E-Mail,
Website
- contact person
and title
|
|
|
|
Facilities
- description of
building(s) where
fair takes place
- location in town
- booth sizes
- other facilities
on fairgrounds
(e.g. meeting
rooms, facilities
for product
demonstrations)
- hotels and other
accommodations
|
|
|
|
Fees
- for
participation
- for renting a
booth (rate per
unit of area?)
- for attending as
a visitor
|
|
|
|
Travel
- modes of
transportation
serving the center
- connections with
Michigan (e.g.
flights, trucking
services)
- how to get
products and
samples to the
fair
|
|
|
|
Applications
- lead time
required
- how to apply
- restrictions (if
any
- documentation
required (visas,
permits etc.)
|
|
|
|
Back to Top
Defining your strategic
objectives may require
additional market information.
Listed below are other sources
of information which may help
in developing your knowledge
of various trade markets.
- http://www.ita.doc.gov/
- Homepage for the
International Trade
Administration, U. S.
Department of Commerce -
Hotlinks to market
research, duties,
industry specific
information and more.
- http://strategis.ic.gc.ca/engdoc/main.html
- Homepage for Strategis
published by the
Canadian Ministry of
Industry. Some
information furnished by
the US Department of
Commerce will be found
in addition to original
research by the Canadian
Government.
- http://www.fas.usda.gov
- U. S. Foreign
Agriculture Service
serves U.S.
agriculture's
international interests
by expanding export
opportunities for U.S.
agricultural, fish, and
forest products and
promoting world food
security.
- How
to Prepare an
International Business
Plan - This guide
uses the steps of
developing an
international business
plan as a method of
introducing you to the
resources available in
the University of
Michigan Business
School's Kresge Library
and on the internet. The
guide introduces each
step of developing your
plan then lists sources
to locate the
information needed. The
following are the six
steps of developing an
international business
plan (Please click on
any link for additional
information):
- Identify the
various
international and
domestic
classification
systems used to
statistically
classify the goods
you intend to
export.
- Select the
potential countries
to market your
product.
- Analyze the
potential
marketability of
your product in
these new markets.
- Assess the
domestic (in
country) competition
you will face.
- Identify any
limitations on
trade, including
tariff levels,
quantitative
restrictions as well
as
non-tariff barriers
to trade (i.e.
regulations and
standards).
- Establish a market
entry strategy
Back to Top
Before making a commitment
to participating in a trade
show (and incurring the
expense and time that
commitment involves) it is
important to define clearly
why the company is attending
the show. What does it hope to
achieve? Who does it want to
reach? What methods are
available to it for achieving
its objectives? And what
criteria can be used to
measure success? All of this
needs to be clearly
communicated to those involved
in the decision making process
and supported by corporate
management.
Back to Top
The following worksheet
offers a summary of the main
cost items associated with
participating in an
international trade show. Use
a printed hard-copy of the
worksheet to develop an
estimate of what participation
will cost your firm. Later,
you can use the worksheet as a
reporting tool, comparing your
initial estimates with the
actual costs incurred.
| Expense
Items |
Estimated |
Actual |
| Registration
Fees |
|
|
| Exhibition
fees (if applicable |
|
|
| Travel
Documents (fees for
passports, visas) |
|
|
| Special
permits; camets for
samples |
|
|
| Travel
to and from
destination |
|
|
| incidental
travel (taxis,
parking, car rentals) |
|
|
| Accommodation
(hotel, meals, per
diems, incidentals) |
|
|
| Hospitality
(to clients, contacts) |
|
|
| Costs of
display booth,
transport, set-up,
dismantling, return
transport |
|
|
| Special
equipment for
demonstrations or
presentations
(screens, VCRs
computers, slide
projectors, overhead
projectors) |
|
|
| Brochures
and other printed
materials (including
design, translation
and printing cost)
(Note: Suppliers may
coop your advertising
costs) |
|
|
| Business
cards (translated into
local language,
reprinted, if
necessary) |
|
|
| Production
of samples, demoware |
|
|
| Additional
staff (if necessary) |
|
|
| Technical
Certification (if
necessary) |
|
|
| Training
(if necessary) |
|
|
Back to Top
The following worksheet
will allow you to develop a
critical path for
participation in a trade show.
It identifies the key
milestones involved in
preparing for a show,
attending it, and following-up
after its conclusion. Use the
worksheet to flag key dates
and keep track of action
items. You can also use the
worksheet as a reporting tool
providing an account of your
firm's participation in a
trade show.
| Task |
Assigned
to |
Planned
Completion Date |
Actual
Completion Date |
| Register
for show as Exhibitor |
|
|
|
| Register
for show as Visitor |
|
|
|
| Complete
action plan |
|
|
|
| Complete
Budget |
|
|
|
| Research
the show:
Contact and talk
to:
- event
organizers;
- other US firms
that have attended
- officials at US
Department Of
Commerce
- members of a
relevant trade
associations,
publications,
Trade Officials of
host country,
existing
distributors /
representatives
- US Commercial
Section in the
host country
- Determine
specific standards
(CE, CSA, ETC and
other non-tariff
barriers
|
|
|
|
| Purchase
airplane tickets |
|
|
|
| Make
hotel reservations |
|
|
|
Travel
documents
- Check passports
of those attending
(have they
expired?)
- Find out about
visa requirements
of host country
and submit as
necessary
- Determine health
requirements both
of country visited
as well as of
potential
travelers
|
|
|
|
| Develop
list of leads and
contacts
Talk to:
- Local USDOC /
Michigan Jobs
Commission
- Officials at
relevant trade
associations,
Government
Ministries and
publications
- Embassy or trade
commission of the
host country
- US firms doing
business in the
target market
- US Commercial
Service in-country
personnel
|
|
|
|
| Special
permits
Secure, complete
and submit Carnet
application (if
necessary) or
applications for any
other, special permits
that might be required
|
|
|
|
Hire
support staff (if
necessary)
- Assess any
additional
staffing
requirements (e.g.
help with
transport, set-up,
demo, marketing,
etc. in country)
- Identify
possible sources
i.e. Manpower,
Kelly, etc
- Interviewing/hiring
- Provide any
training (i.e. in
company materials
or use of
equipment) if
required
- Rehearsals
|
|
|
|
Prepare
presentation
- Brainstorming to
identify
objectives, main
message
- Assess cross
cultural problems
- Prepare drafts,
demo versions,
pilots
- Dry run and
critique
- Modifications
- Prepare
high-tech and
low-tech
presentations
- Final rehearsal
|
|
|
|
Exhibition
booth
- Assess
requirements
- Is a suitable
booth available
within firm: if
not, source (rent
or purchase)
- Test assembly
and disassembly,
lighting, special
effects,
electrical
connections
(adapters / UPS),
telephone, modem,
ISP
|
|
|
|
| Prepare
supporting equipment
Assess facilities
- Define needs
- Identify sources
(internal, hire,
purchase)
- Make
arrangements
(reserve,
purchase)
- Assemble
- Test
|
|
|
|
Printing
- Prepare
brochures
- other
promotional
materials
- business cards
- invite
prospective
customers
- identify
requirements and
write new
materials (if
necessary)
- translation
- lay-out and
design
- copy-editing
- production and
delivery
|
|
|
|
Dry runs
- test equipment
- test assembly of
display booth
- rehearse
presentations
- rehearse
marketing approach
|
|
|
|
| Schedule
booth staff to allow
key marketing /
technical personnel to
walk the show |
|
|
|
Follow-up
- return hired
equipment
- pay temporary
staff
- write/fax/telephone/visit
leads and contacts
- Advise US
Embassy Commercial
Service and US
Commercial Service
of your results
|
|
|
|
Back to Top
Date Updated: March 27, 2007
|
