Exhibiting at trade shows abroad can be a cost-effective way of selling and promoting your business in overseas markets.

Visitors could include potential customers, distributors, agents, journalists, and politicians. You may get orders on the spot, or the event may yield business opportunities, contacts or useful feedback. You can also visit competitors' stands to see what they have to offer.

Planning to exhibit

You need to find the right event. Important factors include:

how many people are likely to attend?

are they likely to match your target audience?

what other products or services will be on display?

is the business you get from attending the show likely to cover the costs of exhibiting?

how long has the exhibition been running and what is its reputation?

Define what you want to achieve before attending. Set specific goals - perhaps in terms of opportunities generated or new contacts made. Set a budget for staffing, travel and accommodation, your exhibition stand, and so on.

Consider how you'll staff your stand. Will you attend personally, or do members of your staff have more suitable experience?

English may be the language of choice if the exhibition is aimed at the international buyer rather than just local business. However, don't assume that all visitors will be fluent in English - you may need to hire an interpreter. View guidance on using an interpreter on the National Centre for Languages (CILT) website - Opens in a new window and find an interpreter on the Chartered Institute of Linguists (IoL) website - Opens in a new window.

You should also consider offering your promotional literature in different languages.

 

 

( liyy )10 May,2011

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