Participation in the Foreign Trade Fairs or Exhibitions, Trade Fair Facilities

EXPORT DEPARTMENT
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Participation in the Foreign Trade Fairs

Participation in foreign trade fairs is a way of promoting the company and product. For the exporter, the trade fair is an important venue to meet prospective buyers, to introduce new products, to get customer feedback on export products, to understand the market trend, to know the competitors' products, and hopefully to take orders. Numerous world renown companies join trade fairs in order to maintain goodwill with the public.

Some of the world's largest trade fair facilities (can be a combination of places in a city or a region) are as follows:

Publicity

The fair organizer sends a confirmation for space reservation and it may supply the exhibitor with some invitation cards. The exhibitor may use such cards to invite buyers and agents to visit their booth. In addition, the fair organizer may supply a press kit containing the product forms and the guidelines on how to submit a new and/or unique product for press release use. The service is usually provided free to the exhibitor and there is a deadline for submission.

Staffing, Travel Documents and Hotel Reservations

The exhibitor must decide who will be staffing the booth and whether there is a need to hire a local receptionist and interpreter. Sometimes, the name and title of the company representative attending the fair is required in the space reservation contract. The name may be used in the exhibit buyer's guide.

The staff should know the language, product and terms of sales well. Always allow ample time to obtain the necessary travel papers (the visa).

Reserve the hotel in advance and it is important to get a (reservation) confirmation. Otherwise, the exhibitor will be disappointed to find on arrival that he/she is not listed in the hotel reservation. It is very difficult to get a hotel reservation at the last minute in cities holding major international trade fairs.

Catalogues and Business Cards

Bring plenty of catalogues and business cards. Set some aside for serious inquiries and for the following day(s) of exhibit.

Promotional Gifts and Gimmicks

The promotional gift is a tool to draw visitors to the booth. The key chain, pen, cap, T-shirt, bag, ball, and sweets (candy and chocolate) are commonly used. They are usually given to visitors in exchange for registering their names with the exhibitor. The gifts normally bear the exhibitor's name, address, contact numbers, and product.

Gimmicks to draw the crowd abound in exhibits. Some exhibitors stage live shows. Others use the spin-a-wheel, slot machine, product demonstration, and raffle to win a prize. Example of tools that can be used in the gimmicks include the Number Set Generator and Simulated Slot Machine.

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