How to participate in trade shows? Advices from ITC project consultants

This year, the ITC team with the companies from the South of Ukraine visited two large food industry trade shows, where entrepreneurs presented their products. That was Fruit Logistica trade show in Berlin (February 7-9) and Gulfood trade show in Dubai (February 18-22).

Participation in these events was preceded by lengthy training: design of stands, presentation and marketing materials, selection of product samples, preparation of each participant to promote their product.

To remember the key points in preparing for any trade show, we have gathered a number of tips for entrepreneurs. These points are based on the recommendations of Jim Krigbaum, a business development expert who trained for Ukrainian fruit and vegetable producers in July 2017.

IMPORTANCE

Participation in trade shows, especially international ones, is a great opportunity to show your products to the world, expand markets and gain new professional experience.

In addition, you will be able to:

• Find new customers and suppliers
• Strengthen relations with existing suppliers and customers
• Start promoting a new own product
• Find out about new products in your industry
• Learn about new approaches to cultivating, processing, storing and marketing products
• Identify players in the industry: customers, suppliers, individuals who influence the development of the industry
• Collect information for future decisions in your business
• Strengthen identity and increase awareness of your brand

PREPARATION

If you decided to take part in a trade show, planned a trip to a specific date and have already booked the hotel, you need to clearly complete a few points in order to successfully prepare for the event.

All your team should work on the preparing for the trade show. Obligations and defined deadlines for their implementation must be shared for each person. A collaborative and committed work brings together the team and brings the success of your business.

So, what steps should be taken:

• Choose a booth to present your products (design, size, material)
• Order samples of the product for shipment; take care to preserve their merchandise during transportation.
• Determine the prices of your products on Incoterms
• Make presentation materials for your company, which will include a brief description of the company, all addresses and contacts
• Make presentation materials of the presented products
• Translate the necessary information in English
• Promote your participation in the trade show before the trip
• Contact existing and potential clients to arrange meetings
• Be prepared to answer the question: why should a buyer choose your product? What is your experience in the market? How fast can you ship a product? What are the peculiarities of the calculation?

PARTICIPATION

When the trade show opens, you need to make sure that as many potential customers as possible find out about your presence. So, use different methods:

• Place the booth at the most noticeable place
• Invite the exhibitors to your stand
• Distribute presentation materials
• Have a tasting session
• If products are ready to be used, take care of the correct feed
• Offer informal contacts, for example, invite to dinner for a detail professional conversation

AFTER THE TRADE SHOW

At the end of the event, do not forget:

• Update the database and contacts
• Tell about participation in the trade show on your site or page in the social network
• Send samples of products to potential customers, if necessary
• Keep in touch with potential partners, inform about your company’s news, update your product range etc.

The success of participating in a trade show depends on many factors: from your creativity in promoting the product, spent resources and, of course, on the quality of your products. But it’s always important to remember: the result brings only systematic and hard work.

The project “Linking Ukrainian SMEs in the Fruits and Vegetables Sector to Global and Domestic Markets and Value Chains” aims to help Ukrainian enterprises from Kherson, Mykolaiv and Odesa regions to integrate into domestic and global value chains and access new markets, with a focus on the EU. The Project is funded by the Government of Sweden and the International Trade Centre.