Trade Fair Services

Event Management – before, during and after

What we do

Export Solutions provides a one-stop shop for Individual Companies, Government Agencies and Industry Bodies seeking to capitalise on business opportunities that exist at international trade fairs and events. We act as a single source provider and are connected with experienced partners to provide a turnkey solution at international trade fairs. This fully comprehensive approach allows you to get on with your business.

Our Services

Beyond the obvious requirements for a successful event lie the thousands of logistical details you would never anticipate. With the right people available to provide support before, during and after the event you can ensure that your objectives are met.

We believe that international trade fairs provide the most effective route to market. They can be used as a powerful promotional tool for gaining exposure and new business opportunities. International trade fairs provide a thriving meeting place for buyers and sellers from around the world and have been the key cornerstone of international business for centuries. They are the events where business is actually done!

Why participate in a trade fair?

Participation at an international event can provide valuable results for companies, our clients have used trade fairs to:

Meet and obtain new clients

A well organised event will bring 100s and 1000s of targeted visitors through its doors every day. Essentially, that means a one-stop shop of meeting people who are potentially interested in your products and services. At trade exhibitions, potential customers – often very senior people who are otherwise very difficult to obtain an audience with – are at their most receptive. New products and services are now on their radar screens and this all works in favour of you, the exhibitor.

Launch a new product or raise the profile of your existing product or service

How else can you get face-to-face with 100’s or 1000’s of people and make them aware of your product or service?The right exhibition can really market your product to your target audience.Or you can treat it as a ‘road testing’ exercise – obtain feedback from senior people in your industry before engaging in further, and more costly, market building exercises.


Demonstrate your market commitment and increase your profile in the market

As the old adage goes, people judge you by the company you keep. If you are already active in a market, what better way to demonstrate your commitment and success than by standing alongside your current agent or distributor? This not only gives you credibility in the eyes of other potential buyers, but also demonstrates that you are seeking long term profitability, not just short term opportunistic sales.

Capitalise on media coverage

Good quality trade events are well publicised and the local (and for larger events international) media are made aware of who’s coming and what is being exhibited. Trade magazines especially use trade exhibitions to report on and uncover new products and trends. You can also be pro-active and ‘lure’ the media at the event with the right sort of media materials.

Build and make the right contacts

Remember, a trade exhibition is a sophisticated market place of your industry. It is a concentration of senior people, key decision makers, buyers and sellers who can potentially affect your business.

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What Constitutes a “Good” Trade Exhibition?

Federal Government Grants (Australian Exporters)

The Australian Federal Government’s Export Market Development Grants (EMDG) Scheme provides $150 million per year to assist over 3000 Australian exporters to offset certain overseas export marketing costs. These eligible expenses may include:

  • exhibition fee
  • overseas representation
  • an allowance for airfares and accommodation
  • communication costs
  • product samples/promotion costs
  • literature and advertising
  • the costs of engaging short-term marketing consultants in Australia and/or overseas

Around 65 per cent of companies that receive the grant have annual turnovers of less than $5 million.

 

A Good Show

We’ve put together a list of what we think is really important in determining a “good” trade exhibition.

  • established and proven track record
  • well known and regarded by people in the industry and the market
  • availability of detailed and professional statistics and event report (a good web site is mandatory)
  • far reaching promotional campaign
  • excellent organisation – the official event’s website, promotional materials, response time from the organisers and their helpfulness/level of service
  • testimonials from past exhibitors
  • big is not always best
  • International Accreditation ( UFI- The Global Association of the Exhibition Industry in Paris)

Maximising success

There are so many major and minor tasks to complete; a dedicated person is needed for the job. The following points outline key issues you should consider to maximise the success of your participation. They are designed as a checklist to be worked through as you prepare for the big event.

1. Set objectives

Ask yourself what do you want your participation to achieve? Your objectives may be one or more of the following:

  • to assess the market and the opportunities for your product/service
  • to gauge market competitiveness or ‘road test’ your product
  • to identify potential customers/ agents/distributors/partners
  • to expand your market presence
  • to increase brand awareness
  • to support your existing relationships

2. Set budget Exhibitions are substantial investments.

The following are all standard expenditure items:

  • stand costs – the actual space and your stand/display
  • equipment costs – ie hiring costs of furniture, equipment and electricals for your booth
  • pre-show marketing – advertising, market research, organising meetings with contacts
  • air fares, accommodation and visa costs (where applicable) for all staff
  • promotional costs such as samples and giveaways, promotional literature – including translation costs for these (where applicable)
  • freight costs – stand materials, literature, duties, product samples
  • entertainment
  • translation/interpreters
  • additional activities – attending events associated with the exhibition such as gala dinners, field trips and follow-up activities

Remember costs vary from country to country. Costs will also vary depending on the scale of your stand.

3. Book early to choose the best stand

The location of your space within the exhibition venue is a crucial part of your planning. Try to determine and finalise this as soon as possible. Request a few options, ask questions about the space, physical layout of the venue, traffic flow and your near neighbours. Prime locations go quickly and as a first time, single space exhibitor, DO NOT expect the best location.

4. Pre-show marketing

The purpose of pre-show marketing is to ensure your ‘visibility’ at the event, to promote your attendance to your current and potential customers and to ensure you meet and speak with the RIGHT people at the exhibition.

  • Develop and implement your pre-show marketing strategy. It will include some or all of the following activities:
  1. defining objectives for the exhibition
  2. defining your target audience
  3. implementing direct marketing activities
  4. advising existing contacts of your presence at the show
  5. arranging an appointment program during (and/or after) the exhibition
  • Target new contacts via a promotional campaign. This may include: advertising in local and/or event media, mail outs, flyers, phone calls, invitations to events
  • Follow up on direct marketing activities
  • Develop press materials and a press briefing kit. Some companies engage a professional PR person.
  • Ensure deadlines are met for inclusion into the Show Catalogue – the event’s main marketing tool. It lists all exhibiting companies and their products/services and is widely distributed.

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