How to succeed in expanding your business 

through participating in Exhibition?

Which exhibition?

Exhibitions can help you achieve your export goals because:

• They are cost-effective marketing activities where you have the chance to get face-to-face with customers

• They allow you to conduct market research, look at the competition and see the latest global industry trends - all at the one time.

•  It gives the customer a chance to see, feel and analyze your product or service it is where business is done

The exhibition you choose to participate in is a strategic decision and should fit with your business objectives. Your objectives may include:

• Gauging competitiveness

• Testing public/business response to your product or service

• Researching distribution channels

• Appointing a local agent

• Obtaining investment

Hallmarks of a quality exhibition include:

• A track record in the market

•  Awareness and profile in the market

• Support and endorsement from industry and/or government

• Visitor profile

• Level of marketing and promotion for the event

It's also a good idea to speak with previous exhibitors and visitors. Better still; visit the event before participating as an exhibitor.

Regalland can help you select the right exhibition and achieve your objectives by providing you with a package of support at overseas trade exhibitions. Our choice of exhibitions is based on the:

• Strategic value to the respective industry

• Level of export business potential for Australian companies

• Quality of visitors

• Credibility of the exhibition in the country 

Getting ready

Planning your participation at an overseas exhibition takes place months in advance and covers many areas from staffing and resource allocation, to freight and promotional activities. Here are some of the essential first steps to help you make the most of the opportunity.

Business preparation

1. Country appraisal – well before the exhibition (possibly in conjunction with your decision about Which exhibition?) take time to find out about local business customs, practices and etiquette, and the differences between Australia and the country you are entering. Inform your staff, as knowing these can be the difference between success and failure.

2. Export Regulations - Before anything, check out the import and document regulations for the country of destination. This is especially important if a first time exporter. Freight forwarders, Local Quarantine Inspection Service (LQIS), Local Customs Service and the Commercial Office of your Country and Industry information are all useful starting points. You may also find the International Exhibition Logistics Association useful.

3. Book space - getting the best location for your display should be a top priority. As soon as you decide which event, make contact with the show organizers and request a floor plan, get an indication of available space and the booking deadlines. Then make a reservation as soon as possible!! Events in Europe and the USA usually having booking deadlines 12 months in advance.

4. Meet the right people – one of the main reasons for attending an exhibition is to make new contacts. There’s every chance you will walk away with many business cards in your pocket, but are they the right contacts? Make it a rule to identify even a few potential buyers/agents prior to the exhibition and contact them about your attendance. Prearranged meetings on site will help guarantee the quality of your contacts and your investment in the exhibition. A direct mail campaign to those contacts to promote your attendance at the exhibition is also a valuable activity.

5. Pre-promotion - if budget allows explore advertising opportunities in key trade journals in the country in which the exhibition is held. Big circulation newspapers running features on the exhibition are often of value. Find out the exhibition organizers’ media schedule and ride on the back of their features by advertising at the same time. There may be a chance of getting some valuable editorial space if you have a professional press release prepared.

6. The right staff - take time to select and prepare the team who will attend the exhibition. All staff should be fully briefed of the objectives and strategy for your company before leaving. Depending on the size of your stand you should aim to send a minimum of two staff. These staff should be knowledgeable, well presented and be in a position to make decisions on the spot. Objectives should be clear and daily activities at the stand designed to meet them.

7.  A follow-up strategy - Successful exhibitors recommend a formal ‘lead capture and follow up’ process. This means developing a system to manage and assess inquiries, and a process of follow-up before arriving at the exhibition. This may be as simple as a standard set of questions printed on an A4 piece of paper to which you attach the lead’s business card after your discussions. You can then rate the leads as high, medium and low value and focus on following up the high value contacts before you leave the country.

8. Designing your stand - First impressions count - so it's important to put your best foot forward. The professionalism and image of your display will reflect the ethos and image of your company. Apply the ‘three-second’ rule – you have this much time to grab someone’s attention as they pass your stand. Make your company name, logo or product name as large and clear as possible, so that they get your message quickly.

 First time exhibitors might be a little daunted by the prospect of designing and dressing their area.

Other details

Many other matters should be arranged early and will happen concurrently with these bigger activities. Here is a checklist to assist you:

1. Checking visas and passports for staff

2. Arranging travel and accommodation

3. Making payments for space and equipment hire

4. Refining product and packaging

5. Ordering marketing material (brochures, posters, giveaways etc)

6. Ordering samples in time for freight deadlines

Refer to our Hints and Tips Frequently Asked Question (FAQ) for suggestions.

Hints and tips

Exhibitions are complex but highly rewarding activities and can be of great value to your export business.  Here are some general hints and tips.

Preparation

1. Budget well ahead - Exhibitions are not cheap and companies should budget in advance. Space, stand, freight, staff, travel, accommodation, promotional material, pre-show marketing and telephone calls are all standard expenditure items. (Please note that costs vary from country to country and the scale of your promotion.Many exhibition costs are considered eligible expenditure under the Export Market Development Grant (EMDG) scheme and you may qualify for a rebate on part of your exhibition spending. You should also check to see what support is available through your state government department.

2. Freight forwarding – choose a forwarder who has experience with exhibition work. Make sure they understand the differences and deadlines associated with exhibitions and they can deliver your goods by the opening. (see freight forwarding section below)

3. Staffing/training – allocate one person from your team to manage and prepare your display. They will be responsible for all liaison and preparation. A good stand will attract visitors but good staff will make sure they don’t walk away. There is no point having a flashy attractive stand if your staff do not know how to talk to and convert leads.

4. Exhibitor manual - obtain a copy of the exhibitor manual (from the exhibition organiser), as it is a bible for exhibitors. It’s your ‘how-to’ and will contain everything from the address of the venue right through to how to hire a pot plant.

Most manuals are divided into two main subject areas:

• publicity and promotion

• logistics or technical

It will answer most of your questions about how to plan for the exhibition. Make sure you get a copy, read it and complete all the relevant forms by the deadline.

Stand design

Put some time (and money) into planning your stand. In a crowded exhibition venue, exhibits that get noticed – and visited – are those that are well planned, thoughtfully laid out, and visually striking.

Consider the following hints and tips for stand design:

1. Colourful large graphics can be produced reasonably cheaply and help fill a stand with life and action.

2. Exhibitors have found benefit in running competitions on site or handing out giveaways including brochures, business cards, pens, stickers and exhibitor’s promotional items.

3. Plan to 'dress' your stand using velcro or double sided tape once the basic shell and fittings (walls, carpet, furniture, fascia, lighting and electricals) are up and in place. This ensures you do not damage the panels, which can be expensive to replace.

4. Clear signage. Get your message across quickly - make sure people know at a glance your company name and your product. If you can’t read it at five paces, don’t use it. Employ a minimum use of words and text on all signage.

5. Movement and interaction - people are attracted to demonstrations, talking heads and handouts.

6. Stand security- for commercial and security reasons, never leave a booth unattended.

Freight

Freighting goods to an exhibition is one of the most important factors in your planning – it may make or break your promotion.

Regardless of who you choose to handle your freight from Australia they will have to deal with the nominated freight handler at the exhibition venue. This company has the sole rights to move all in-coming freight. They set deadlines and guidelines, which you should take the time to understand.

1. Getting results lead capture – have a system in place for identifying and recording leads. Group or classify the leads you made into three categories – high, medium and long value – and follow up on the high value leads before the event finishes. See our 'Getting ready FAQ' for further information.

2. Presentation   - consider the appropriate business dress for the industry/country and wear comfortable shoes. Keep your stand tidy and presentable. Keep staff on their feet and at the front of the stand, encouraging visitors to stop and make inquiries. Be active and proactive.

3. Staff on-site – ideally two staff who are well briefed on the export country, your product and who are decision makers in your business should attend the exhibition. In certain countries it is highly desirable to employ an interpreter to translate the language of the host country.

4. Work the event – man y exhibitors forget that potential business can be found among other exhibitors at the show. Take a walk and look around the exhibition – but don’t leave your stand unattended!

5. Be ready to export – visitors to an exhibition are looking to do business now, not when the exporter is ready to supply.

Arrival on site at the exhibition venue

A representative from your company should aim to be on-site at the exhibition two days before the exhibition opens (at minimum it should be no less than 24 hours before opening). Your representative should be the person most familiar with all your company’s arrangements for the exhibition and have the power to make decisions.  You should have an idea when you arrive at the exhibition venue whether or not everything is going to plan, or if there are changes that need to be made.

The first rule is to expect change. The second rule is to be adaptable.

Valuable activities before the exhibition opens include:

1. Obtain a floor plan from the organisers and make a note of the exhibition organiser’s office, freight forwarder’s office, stand contractors, the business or media centre and other suppliers you may be using.

2. Take time to know the location of essential services, fire exits, refreshment lounges and medical centre, and convey this to the rest of your team when they arrive, along with copies of the floor plan you have made.

3. Conduct a final staff briefing ensuring that everyone knows the objectives and processes for capturing leads and schedules.

There may be time after all this to slip away and call contacts in the country to reaffirm your appointments and instil confidence you’ve arrived and will be there.