Trade shows or fairs are a long-standing European tradition and one of the most significant cost items in a global marketing budget. A trade show is typically an event at which manufacturers, distributors, and other vendors display their products or describe their services to customers, prospects, suppliers, industry associates, and the trade press. Whether or not the company should participate depends on the type of business relationships desired within a particular country. When looking only for one-time or short-term sales, the expense might not be worth it. But if the goal is a long-term investment, it is probably worth the cost.
Companies participate in trade shows because:
- They provide an excellent opportunity for introducing, promoting, and demonstrating new products to many people efficiently.
- Appearing at shows helps generate goodwill and face-to-face customer contact.
- It provides an opportunity for “[waving] the company flag” in front of the competition.
- Participating helps boost sales force and distributor’s morale.
- It is a cost-effective way to meet with and screen potential intermediaries in a new-to-the-company-market.
- Attending a show is an excellent way to meet government officials and decision-makers. In fact, the host government of the Chinese Export Commodities Fair held twice a year expects exporters to participate.
- They offer potential for market research and gathering competitive intelligence because rivals are participating in shows, too.
- There are opportunities to obtain data that helps marketers evaluate the effectiveness of a promotional campaign.
- They can reach a large number of sales prospects in a brief period of time at a reasonable cost per contact. Some 82 percent of all attendees of the average trade fair have the power to recommend or making final purchasing decisions. In addition, people are there because they have a specific interest in the exhibits.
- It can be a good place to find suppliers.
Capitalize on trade show participation by inviting key prospects to visit the booth or even better, the company’s hospitality suite where there is more privacy for negotiations. Use incentives to attract people to the booth; have systems in place to track leads generated and to evaluate show performance.
This is an excerpt from Dr. Czinkota’s book Global Business: Positioning Ventures Ahead, co-authored by Dr. Ilkka Ronkainen.
Michael R Czinkota and Ilkka A Ronkainen, Global Business: Positioning Ventures Ahead (New York: Routledge, 2011), pg. 130-132.
Let us know what YOU think about trade shows, leave a comment below…
you might have an incredible blog here! would you like to make some invite posts on my weblog?
It’аs really a great and useful piece of info. I am satisfied that you just shared this helpful info with us. Please keep us up to date like this. Thank you for sharing.
What i don’t understood is in truth how you are no longer actually much more neatly-favored than you might be now.
You are very intelligent. You realize therefore considerably in relation to this
matter, made me personally imagine it from so many varied angles.
Its like men and women aren’t interested except it’s one thing to
accomplish with Woman gaga! Your own stuffs outstanding.
All the time care for it up!
I wouldn at mind composing a post or elaborating on most
Very good information. Lucky me I found your site by accident (stumbleupon). I ave bookmarked it for later!
10/17/2016 I’m pleased by the manner in which michaelczinkota.com deals with this kind of subject. Generally on point, sometimes controversial, always well-written and stimulating.
Well I sincerely liked reading it. This subject offered by you is very effective for correct planning.
Thanks for another wonderful article. Where else could anybody get that type of info in such an ideal way of writing? I ave a presentation next week, and I am on the look for such information.
You have brought up a very fantastic points , thanks for the post.
Hi there, I found your site via Google while searching for a related topic, your web site came up, it looks great. I have bookmarked it in my google bookmarks.
Of course, what a fantastic site and revealing posts, I definitely will bookmark your website.Best Regards!
I’m not sure why but this site is loading incredibly slow
for me. Is anyone else having this issue or is it a problem on my end?
I’ll check back later and see if the problem still exists.
Magnificent beat ! I wish to apprentice whilst you amend your
site, how could i subscribe for a weblog site? The account aided me a applicable deal.
I had been a little bit acquainted of this your broadcast offered vivid transparent idea
I am no longer certain the place you are getting your info, however great topic.
I needs to spend a while learning more or understanding more.
Thanks for magnificent information I used to be searching for this info
for my mission.
It as amazing for me to have a web page, which is good in support of my knowledge. thanks admin
Would you be interested in exchanging links?
Yeah bookmaking this wasn at a bad decision great post!.
I simply could not depart your web site prior to
suggesting that I extremely loved the usual information a person provide on your guests?
Is going to be again ceaselessly to investigate cross-check new posts
Im obliged for the article post.Really looking forward to read more. Cool.
Im thankful for the article post.Really thank you! Will read on
This excellent website certainly has all of the information and facts I wanted about this subject and didn at know who to ask.
There is perceptibly a bundle to know about this. I suppose you made some nice points in features also.
thing. Do you have any points for novice blog writers? I ad definitely appreciate it.
Really informative blog.Much thanks again. Keep writing.
Undeniably believe that which you stated. Your favorite justification appeared to be on the web the
simplest thing to be mindful of. I say to you, I certainly get irked
whilst folks consider worries that they plainly do not recognize about.
You controlled to hit the nail upon the top and outlined out the whole thing without having side effect ,
people can take a signal. Will probably be again to get more.
Thanks
I was extremely pleased to find this site. I wanted to thanks for your time for this fantastic read!! I absolutely enjoying each and every little bit of it and I’ve you bookmarked to have a look at new stuff you weblog post.
csrwWK When some one searches for his essential thing, so he/she desires to be available that in detail, therefore that thing is maintained over here.
Hi to every body, it’s my first pay a quick visit of this webpage; this webpage contains amazing and
in fact fine information in favor of visitors.
I completely agree with your take on this subject and look forward to new posts and comments here at michaelczinkota.com. Keep up the good work!
Magnificent beat ! I would like to apprentice even as you amend your site, how can i subscribe for a blog site? The account helped me a acceptable deal. I were tiny bit acquainted of this your broadcast offered bright clear idea
10/9/2016 michaelczinkota.com does it yet again! Quite a perceptive site and a good post. Keep up the good work!
This is very interesting, You are a very skilled blogger. I have joined your feed and look forward to seeking more of your magnificent post. Also, I have shared your site in my social networks!
Like michaelczinkota.com– extremely informative and lots to consider!
10/4/2016 @ 13:39:01 says nice job michaelczinkota.com!
I couldn’t resist commenting
Beauty bloggers share their best tips and go-to strategies for great hair, http://www.beautytipstyle.com glowing skin and beautiful makeup.
Jordanian Airlines
Utilizing trade shows is super important and you really want to get attention from people and other businesses.
Pingback: Should I Participate in a Trade Show? | Business Development
I have been exploring using the internet several moments at the moment, however I never uncovered any worthwhile article similar to yours.
I am very pleased in your interest in the postings. Thank you for the compliment, please enjoy the blog!