Show 'em what you've got: CeBIT, the world's largest information technology trade show, offers a strong case study on the benefits – and challenges – of attending international trade shows.
What's the best way to meet buyers from around the world, increase sales and glimpse future market changes? Papa Samba Gaye, of Boston-based software firm AccuSoft Corp., accomplished it all through German trade shows. Several times he has attended the CeBIT information technology exhibition held every spring in Hannover. "The name recognition we get is amazing. After joining CeBIT, our revenue immediately increased by 10 percent," Gaye says.
Germans have been organizing trade fairs since the Middle Ages, so it's no surprise that their exhibitions run with precision and attract thousands of buyers from around the world. CeBIT is the world's biggest IT show, drawing more than 400,000 visitors from 75 countries. And more than 85 percent of attendees are buyers.
A place to see and shape future market changes
Not only do German trade shows serve as a gathering center for global buyers, but they also offer a snapshot of competitive pressures and market changes. Government regulators attend and often hold official meetings, so exhibitors can anticipate and sometimes influence rule changes.
Some companies attend trade shows to help transform their businesses. Mendy Ouzillou of Impinj Inc., a Seattle semiconductor company, attends shows to gather information about his markets to help inform his business strategy. "European customers have very different requirements from U.S. customers or Asian customers," says Ouzillou. Understanding those requirements helps his company address the needs of customers in each target market, he says.
Advance planning for show success
Going from trade show to new sales requires months of planning. "This is not something that you decide to do one day, get on a plane and just walk around," observes George Ruffner, senior commercial officer, U.S. Commercial Service in Berlin. Without adequate preparation, trade shows can quickly turn into costly disappointments.
Ruffner says the U.S. Commercial Service can help pave the way to success. The service provides a sort of stamp of approval, showing international buyers that American companies have U.S. government support. It can help organize buyer delegations: The agency's market specialists assemble companies representing dozens of countries; their buyers are briefed on products that U.S. participants are selling; and American representatives are advised on how to promote, price and position their goods for this global delegation.
The U.S. Commercial Service can also offer ideas on publicity, as well as exhibition space, from a small booth that runs about $1,500 weekly to a gigantic area with its own elevator and restaurant. Or it may recommend the low-cost option: a table, chair and interpreter. Its officers are experts in customs and cultural faux pas. That expertise will provide insight on everything from dress code (suits are better than sports attire) to follow-up meetings. The service can also identify the best receptions for networking. Many companies opt for shows hosted by their home states.
Preparation tips
- Make a decision to participate six months before the show. The kind of presence you want will drive budget decisions. Consider bringing at least two people. Trade shows are hard work.
- Find out if your state sponsors delegations to shows. If so, you may get discounted rates on booth space and other assistance.
- Monitor the show's website as exhibitors register. That way, you can e-mail participants in advance.
- Register your intellectual property before you exhibit. It's easy – German show organizers are among the most aggressive in helping exhibitors protect their patents.
- If the show has an industry press event, consider exhibiting there.
Show must-dos
- Pack more than enough literature and business cards.
- Talk to as many people as you can. Friendly conversation can be more effective than even the best diagrams and charts.
- Attend as many parties as possible. If you're shy, pretend you're an extrovert for the event.
- Make sure your signage is clear. If a prospect has to guess its meaning, you may lose a sale. Motion attracts people: Make use of slide shows and videos.
- Avoid exhibition areas that are close to mass transportation entrances and far from foot traffic. If your competitors are exhibiting, consider locating near them.
- Send a personal thank-you e-mail to every person who gives you a business card.
- Commit to attend the show more than once, and start planning for next year.
For a list of upcoming international trade shows in Germany, visit the U.S. Commercial Service website.
Source: Doug Barry is an International Trade Specialist with the U.S. Commercial Service.
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