Frequently Asked Questions (FAQs)
- What
is the difference between a trade show and a trade mission?
- How do I know which shows or missions to
attend?
- Once
I decide to attend, what are my first steps?
- Why do I need to use the show’s
designated freight forwarder, if I have my own?
- What is "Boothmanship"?
- How will I know how to measure my
results?
1. What is the difference between a trade show
and a trade mission?
A foreign trade show is usually a
privately-sponsored promotional event that focuses on a certain
industry, or subset of an industry. The cost of the show may seem
prohibitive at first, but depending upon your level of export readiness
and proactive export strategy, may actually be a good investment for
long-term growth. For many shows, there may be government support that
may help in lowering the overall cost of attendance. (Note: Food Export Association's
cost-share Branded Program is available to help companies
offset the costs of exhibiting at overseas trade shows and at select U.S. trade shows with
an international focus.)
A Trade Mission is often a trip of a select group
of companies that is being sponsored by a federal, state or local agency, such as a local
state department of agriculture or chamber of commerce. It is much smaller in scope than a
trade show and offers your company a more personal opportunity to meet selected,
pre-qualified buyers and foreign government officials. In this case, your itinerary is
arranged in advance, and your overall costs may be much lower.
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2. How do I know which shows or missions to attend?
You should carefully analyze the various options
that are available to you. Many of the web site links provided in this section of the
site, as well as Food Export Association of the Midwest USA’s
Events Calendar, can assist you in this process. You should also consult with
representatives from your local state agricultural promotion agency, since they have
likely attended many of these shows and may be directly involved with the event. They can
also provide keen insight into which opportunities may best fit your company, and where or
how you might obtain financial assistance.
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3. Once I decide to attend, what are my first
steps?
You might want to break down your preparation into
short, medium, and long-term goals in regards to preparation. These are action steps that
should take place after all of the initial considerations mentioned above have been
considered.
You should determine where your booth is located,
(if possible), and obtain as much other information from the show organizers as possible.
Work on determining which staff will attend and clear their schedules. Plan your layout
and design, and what product literature you will be using, as well as any translation of
material to be done. Consider the cultural impacts of your products’ names and
colors, as they may be inappropriate. Consider the benefit of hiring a translator at the
show. Establish a sample policy with regard to which ones you may give away and which you
might be selling. Be aware of the regulations for selling samples at the show. Direct any
questions that you may have to the show organizers or your state’s coordinator (if
applicable).
You should also consider your overseas
transportation, your hotel accommodations, and other travel arrangements, such as proper
attire, passports, visas, inoculations, etc. You might also price out any special
hospitality suites or events that you might want to host, if it is within your budget.
Consider federal and state government-sponsored events that you may use instead. Pay close
attention to the timelines indicated in the trade show literature and follow them closely.
It is very difficult to achieve success at a foreign trade show if your wares do not
arrive on time. Use the services of the show’s designated freight forwarder to
provide logistical support in those particular areas.
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4. Why do I need to use the show’s designated
freight forwarder, if I have my own?
If you already have an established freight
forwarder, you might first check with them to see if they have experience doing trade show
work (especially into that country, and even perhaps at that particular show). Not all
freight forwarders have sufficient experience in trade show forwarding, and for this
reason, the show organizers generally recommend one or two good possibilities. They can
build consolidations with your cargo and other freight that might lower your
transportation costs, or they might even have a special freight rate for the show.
They are also familiar with the exact way your
documentation should be completed for ease in clearing customs, as well as re-export from
the show and clearance back into the United States. They are aware of the latest date of
shipment for a proper arrival time, and most likely have representatives at the show to
handle logistics and concerns you may have while you are there. You cannot underestimate
the value of having someone competent in this area who can handle your cargoes in and out
of the country.
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5. What is "Boothmanship"?
"Boothmanship" involves the
strategies and techniques you employ at the show while you are there. This activity may
decide your success or failure at the event. You will need adequate staffing and
preparation to show your samples, provide demonstrations, and discuss the merits of your
products with potential agents and distributors that are in attendance (who can arrive at
your booth at any time).
You should have all the product literature
prepared, including your prices, transportation costs, and discount capabilities. In
addition, you should have an appropriate lead card available to begin your evaluations
while you are at the event. Finally, be prepared to spend as much time as necessary with
potential buyers you meet at the show, even at post-show times, such as dinner or
breakfast.
You also need to be prepared to deal with people
from a variety of backgrounds and cultures, since international trade shows (and even
those that are held in the U.S.) are very cosmopolitan in scope and draw attendees from
around the world. That means you need to be flexible with your time and attention, since
all of the people that visit your booth are your potential customers. Just because you are
at a trade show in London does not mean that business opportunities won’t arise for
another country, or market, altogether.
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6. How will I know how to measure my results?
Your results will need to be measured against your
goals, as well as any international variable events that take place while you are there.
You might measure goals against potential distributors, competitive intelligence, sales
made at the show, purchase orders in the following months, an increase in sales and market
share as a result of the show, or any other successes that you can achieve as a result of
having attended.
You will need to be patient, however, in
determining immediate results. Although the goals of domestic and international shows are
essentially the same, the export component usually takes much longer to generate any kind
of concrete results. Therefore, don’t make the mistake of substituting your
"domestic sales expectations" on the export side of your business.
Keep in mind that potential buyers you meet at the
show do not necessarily view themselves as "buyers" as you may know them.
Rather, they are looking to build a long-term relationship with a U.S. company that can
work with them to achieve mutually agreed upon sales goals. They will thus take great care
in selecting an appropriate supplier.
The key to succeeding in this type of activity is
your ability to assure potential customers that you are a competent
supplier of quality products at a competitive price, and that you are
sensitive to the realities of trading internationally.
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