International trade fairs are a strategic opportunity as they help achieve a leap abroad. They represent a way to open new markets, find distributors, present products, or learn about trends. However, they involve an economic and time effort, so we must commit to preparation in advance.
1. Establish Objectives
We need to know why we are choosing to go to a specific fair. Some examples could be:
- Attract clients from other countries
- Create commercial alliances
- Get to know the competition
This allows us to focus resources efficiently, gaining a greater return.
2. Preparation
Preparation should begin several months in advance. This not only involves booking accommodation and transport, but we should also research the clients or companies we want to meet, communicate our future presence, which we can do through the web or social networks. This way clients can locate us and schedule a meeting.
Since we are going to an international fair, all posters or displayed information must be in English.
3. During the Fair
Once inside the fair, we should make the most of our time. We should have a closed agenda with meetings with clients or visits to suppliers. We can also take advantage of visiting different stands and collecting information and contacts, recording videos for publication on social networks. It is very important that our space is never alone. While one person moves freely visiting the rest of the fair participants, one should be at the stand in case someone comes to receive information about our company.
4. Post-Fair
Once the fair is over, we need to follow up on the new contacts we obtained. We can send them a thank-you email and forward our contact details for when they need them. If any client or supplier is important, we can schedule a call or video call to maintain contact.
Finally, we also need to measure the results. The return can be medium or long term. But for the short term we can measure:
- New contacts generated
- Website visits
- Sales closed in the month following the fair
In conclusion, international fairs can be an amplifier for your company. You don’t need to have a large budget, but if you manage to have good prior planning, you can make the most of the benefits achieved through going to an international fair.
If you need help to improve planning for trade fairs, don’t hesitate! Request the free advisory services from the Economic Office of Galicia and an expert will contact you to help you.
