International Trade/Offshore Manufacturing/Sourcing/Export/Import/Consulting Define Your Objectives With Trade Shows By Diane Silberstein International trade show participation can be one of the most cost-effective and least expensive methods for taking a product to the global marketplace. When you weigh the cost of making an international sales call against the contact potential of a well-chosen international event, shows can be particularly beneficial, especially if they are integrated into your total marketing communications plan. Clearly stated, measurable goals and objectives are a sound basis for any marketing program. Because of the increased investments in both finances and time, top management must be strongly committed to developing an international marketing program. Specific goals and objectives will vary with the company, its current and desired market position, the show and the products it takes to market. Some of the the more common objectives for international shows include: Promote product sales, market exposure and press coverage. Establish third-party networks for distribution, suppliers and customers. Test export suitability and cultural acceptance of product. Assess strength and scope of competition. Conduct market research. Enhance name recognition, corporate image and meet existing international clients. Integrated pre-show, at-show, and post-show promotions are a vital part of any successful trade show marketing program. A well-planned strategy uses several media to: Create excitement for the product and show participation. Encourage customer visits. Inform current and prospective customers that you will attend a show. Increase brand awareness and further the company's image. International shows are often attended by senior executives. Capitalize on this opportunity by scheduling appointments with current and prospective customers well in advance. Don't forget to plan for a quiet conference area and refreshments within your exhibit area. There is no shortage of press at an international show. Press conferences are an excellent way to inform the media of new products, joint ventures and other developments in the company. Find a time and place that's convenient for them, and they will come. Just make sure you have newsworthy announcements to make. Take advantage of an international gathering to bring your worldwide partners together for a dealers conference. A few hours together can reaffirm the team's mission, resolve common issues and enhance the corporate culture. Special events, such as company-hosted receptions or private dinners, can also be effective in showing customer appreciation, corporate commitment to overseas trade, and enhancing important business relationships. An honest post-show evaluation from those attending the trade show is essential to improving your marketing program. The international trade show should be reviewed with reference to its original goals and objectives, also taking into consideration: Existing and potential customers reached. Press coverage obtained during and after the show. Employee development. Competitor analysis. Third-party networks established. Remember, doing business abroad can be demanding in time and patience. Confidence, sincerity and commitment to the country must be established before progress can be made. The international marketing program that includes trade shows is an ideal way of establishing and maintaining vital relationships. When this article was first published, Diane Silberstein was president of Diane Silberstein & Associates, an Atlanta firm specializing in international trade show and event management. Advertise on this site Put your company on this site!