The number of trade fairs has grown dramatically in recent years. These events offer a great opportunity to promote a company's products and services. However, participation must be well managed if the investment is to be recouped. The following report analyzes all the issues to consider in order to make the most of your presence at a trade fair.
There's no doubt that trade fairs are a highly useful tool for SMEs when it comes to raising awareness, showcasing their products, or analyzing the competition. However, the costs associated with participating in a trade fair are usually high, so it's essential to maximize the benefit. Looking at the trade fair calendar, it's clear that attending every event of interest is virtually impossible. Therefore, companies, especially smaller ones, are forced to choose which ones they want to participate in. This will be their first decision.
Deciding whether to participate in a specific event requires a thorough analysis of numerous factors. Various experts agree that one should consider aspects such as the fair's history, its reputation, its frequency, complementary activities, access to the venue, public and private funding, the number of visitors, and whether the event is regional, national, or international.
Strengthen brand image
Trade fairs limited to a single country are generally easier to organize; however, international events also offer other advantages worth considering. These shows typically enjoy greater prestige, thus strengthening the brand image of participating companies. Furthermore, the media often covers these events, indirectly providing publicity as well.
If you plan to attend a trade fair in another country, it's beneficial to consider other factors, such as having brochures in several languages, especially English, hiring a professional translator, and understanding the specific regulations that apply to the event.
Furthermore, some trade fairs have official participation, for example from the Spanish Institute for Foreign Trade (ICEX) or the Higher Council of Chambers of Commerce. Katarina Steinwachs of the Colombian-German Chamber of Industry and Commerce lists the advantages and disadvantages of this option in her study, "Trade Fairs as a Tool for the International Market": "It allows for a more eye-catching presence, participation with a smaller stand, facilitates collective advertising, and the use of shared services such as telephone, interpreter, fax... However, it also has some drawbacks, such as a lack of individuality and the presence of national competitors in the same booth," she points out.
Once the most interesting event has been chosen, the countdown begins, culminating on the opening day of the fair. First, it's important to note that the work isn't limited to the days of the event; preparations begin well in advance. Furthermore, if this is your first time exhibiting at the show, it's advisable to have someone from the organizing team visit it in previous years.
Regarding the start of preparations, all specialists agree that the work should begin approximately 12 months before the event. For example, Antonino Valenti of the international trade consultancy Caltres states in his report, "International Trade Fairs: How to Optimize Your Presence at a Fair," that "attendance at a trade fair should begin to be managed as soon as the previous edition ends. In many cases, and especially if it is the first time participating, the fair organizers will have difficulty allocating a good exhibition space since, normally, exhibitors with longer track records have priority. Therefore, starting well in advance gives you the advantage of being at the top of the waiting list."
Once the space has been reserved, it's time to start preparing the stand. This is crucial, as the image the booth presents will be the company's first impression. It's beneficial for the design to be geared towards attracting clients. In this regard, it's worth noting that various studies indicate that a person spending two days at a trade fair can only properly visit no more than 20 stands, so ensuring that ours is among them represents a significant initial success.
Provide answers to the visitor
Furthermore, it's also necessary to determine who will attend to visitors at the booth. If a professional and appropriate image is desired, it's important to keep in mind that simply handing out brochures isn't enough. The staff at the booth, whether company employees or temporary workers, must be able to provide answers or, at the very least, know who can help the customer.
The infrastructure needed for the stand will include a telephone and fax line, and, if necessary, audiovisual equipment and an ADSL connection for internet access.
Alongside this, it's also useful to manage other important aspects: promotional materials (catalogs, business cards, technical data sheets, etc.) and high-quality company graphics. This will not only help to project a positive image but also ensure that visitors can easily access the most relevant information.
In this same vein, it's worth highlighting the importance of contacting potential clients before the trade fair, informing them of your participation and, if possible, arranging a meeting with them, as this will ensure their attendance. Furthermore, sending company catalogs or samples of your most representative products would also be highly beneficial.
Furthermore, a sound business strategy must be developed, starting with a clear definition of the objectives to be achieved at the trade fair. Setting precise goals will enhance competitiveness and prevent the waste of financial and human resources. Deciding on matters such as who to contact, what special product features to highlight, and what message to convey will help to be more concise and effective.
The goals set may vary depending on the company's strategy, although the most common are: generating sales, launching new products or services, analyzing market response to our latest projects, strengthening customer relationships, expanding or creating a sales network, entering a new market, or boosting the corporate image, among others.
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