Participating in exhibitions held abroad

Are you planning on participating in an exhibition held in a foreign country for the first time? If so, pay extra attention to the following aspects.

Market knowledge: is your market knowledge already up to scratch or are you planning to (also) get to know the local market by participating at the fair? It is advisable to first attend the exhibition as a regular attendee in order to prepare your participation as an exhibitor for next time round. If you, nevertheless, opt for a combined approach – as an exhibitor and to conduct market research  – then we recommend you take along colleagues who can attend the related event programmes and who have the time to check out who the other exhibiting companies are. Strategy: would your position in that market be the same as in your existing markets? Are you seeking an importer or agency? Do you plan to establish a local branch or are you looking for buyers for your products? Don’t simply implement your usual participation strategy, but determine a specific approach for this exhibition. Collaboration: When the government, or an industry/sector organisation, sees a good business opportunity for an industry in a particular country or region, then they often organise a country pavilion at a trade fair. Verify if this is the case for the fair you are planning to participate in. Your participation in a foreign exhibition will be so much easier if you are part of a pavilion. However, even in this case, you will still need to develop your own strategy and do your utmost to stand out from the crowd in order to attract your target audience. Suppliers: work with a stand-building company and suppliers who are active on the international front. They will be aware of any relevant laws and regulations in the country in question, and be acquainted with the exhibition venue and organisers. Thanks to their international experience, they can help you to avoid common mistakes. Equally, you should be able to rely on their services during the exhibition; for as long as you don’t have a local office/branch to fall back on, they will be your main source of support. Laws and regulations: it’s a real challenge to maintain a correct overview of what you can and can’t do. That’s why the previous point is so essential. IMPORTANT: what are the legalities related to the import/export of the products you plan to display? What about insurance? OF INTEREST: you are no longer required to pay VAT in the country in question. The VAT needs to be declared in your tax declaration and it will be compensated by the VAT of the purchased products and services. Image: As a new supplier in a foreign market, building trust should be number one on your list of priorities. You will be appreciated for having taken the time to research the local market and customs, so make it apparent that you have done just that. Exude reliability and integrity with everything that you say and do and be careful to avoid frivolities. When you have identified an interesting lead, try to get hold of a senior manager or director for a discussion. Language: English will go a long away in most places, but you will really score points if you are able to converse and provide information in the local language. Try to include at least one person on your team who can speak the native lingo (and who also speaks English or your own language for translation purposes). Make the effort to learn some phrases of politeness and standard sentences. Provide translated visuals, written information and business cards. Stand staff: Participating in a foreign fair, implies extra attention and care when it comes to your staff. This starts off with arranging travel and accommodation. Don’t forget to verify insurance matters; is your occupational injuries insurance also valid in the country in question? Give some thought to leisure time and plan in some fun and relaxation, but keep an eye on everything…you do want your staff to be fresh and alert at the stand the next morning.