Q. What are the typical costs of participating in a
trade fair?
Costs can vary greatly depending on the trade fair. To
prevent over-spending, it is essential to prepare a comprehensive
and realistic budget, and then adhere to it.
The steps are:
• Decide on the objectives to be achieved through participating
in the trade fair.
• List the necessary tasks to be undertaken to achieve those
objectives.
• Estimate the costs involved.
To ensure that a participant does not overspend or underspend on
various exhibition-related activities, a detailed listing of all
possible areas of expenditure must be made and then resources
allocated proportionately. Typical costs are described below.
• Stand Costs. Consider space, stand design and construction,
electricity, water, waste, gas, graphics, furniture, floor
covering, equipment, floral decorations, transportation, lifting
and handling costs, telephone and fax connections, insurance,
storage and security.
• Staff and Stand Running Costs. These may include staff
training, hotel accommodations, staff uniforms, exhibitors badges
and passes, catering and hospitality.
• Promotional Costs. Budget for preparation and production of
press information; rental of rooms for press conferences and
seminars; design and production of sales literature; pre-show
publicity, including design, production, postage, mailing list
preparation and/or rental from a commercial list provider;
sponsorship of fair events on web sites; fair-linked advertising
such as gifts, souvenirs and stand photography.
Q. What are the keys to success for an exporter at a
trade fair?
Research has revealed that a majority of buyers use trade fairs
as a primary source of information when making annual buying
decisions. A firm's stand illustrates the capabilities, efficiency
and commitment of the firm. The exporter should think of the stand
as an introduction, and the means of making a good first
impression, essential to attracting potential customers. Firms with
limited space can compete in the trade fair arena by using good
design techniques and a well-trained staff. There are simple
techniques that can be used by small firms to make a strong
impression.
The trade fair stand is an expression of the firm and should be
designed to rapidly convey its image. The stand must make a strong
visual impact on the visitor at a glance. It must perform the dual
role of being an effective showcase for the firm's products and
services, and at the same time an efficient platform for
demonstrations, discussions and sales. Research has shown that
firms exhibiting at trade fairs have approximately seven seconds to
capture the interest of passers-by.
Furniture has a significant effect on the overall image of the
stand. Chairs make a stand less dynamic; the objective is not to
provide an oasis for trade fair participants who are tired and need
a quick rest.
Professional, well-designed literature should be available.
Well-displayed literature can be the focal point for a stand,
allowing people to browse and learn about what a firm has to
offer.
The stand must not look cluttered. It must have enough room for
people to come in and look at products displayed. If a
demonstration is needed, the stand must be large enough for a
sufficient number of people to have a clear view.
If possible, encourage people to handle products. A product
which can not be handled should not be displayed, as it makes
buyers wary.
The key to success lies with the staff present. Staff must be
friendly, approachable and well-informed about the firm's products
and services.