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Business / Archive
16 April, 2007 18:32:21 | in marketing
Peru spotlight -Trade fairs: Challenge and opportunity
Info provided and translated by theAmerican Chamber of Commerce of Peru (AmCham Peru)
Nowadays companies have a diverse range of alternatives to promote their products abroad but participating in a trade fair is perhaps the most powerful one because it gathers several potential clients in the same place and allows companies to get a closer look to the market and the competition.
Trade fairs have gained importance in international trade over the past years because in opposition to other promotion methods – corporate visits, mailings, catalogues and brochures- they attract clients in one space and give the companies the opportunity to create a whole experience around the product.
Additionally by bringing together producers and importers from all over the world, trade fairs gives the exporter privileged access to both market and competition information. But, in order to taste those benefits, a company must first, choose the right trade fair.
Trade fairs have gained importance in international trade over the past years because in opposition to other promotion methods – corporate visits, mailings, catalogues and brochures- they attract clients in one space and give the companies the opportunity to create a whole experience around the product.
Additionally by bringing together producers and importers from all over the world, trade fairs gives the exporter privileged access to both market and competition information. But, in order to taste those benefits, a company must first, choose the right trade fair.
Specialized trade fairs have a clear advantage over the multi-themed ones because they are reserved to a specific sector and are visited only by businesspersons related to it. The main benefit of this type of trade fair is that buyers will find an incentive to visit them and network with several suppliers in the same place.
But it is important to consider that these businesspeople have scarce time to visit trade fairs so exhibitors must use diverse communication tools to attract their attention and make a different impact than the rest. That is why some companies send presentation letters to potential buyers inviting them to their stands before the fair begins, or even offer cocktail parties or discounts during the event. Every company does have enough money to do so, and that is why collective participation in national pavilions – that reduce costs of participation- is gaining importance.
On the other hand, before participating in trade shows it is important for the company to establish objectives, identify the market segment that is going to be addressed, make sure that the product complies with the regulation and standards and be aware of the real production capacity. Also the company should be willing to invest time and money to follow up the contacts made in the trade fair. That is why it is strongly suggested to go to a trade fair first as a visitor, and then as an exhibitor.
Finally, before you make the decision of promoting your products abroad in trade fairs you must first evaluate your capacities and prepare in order to overcome the challenge and turn it in to an opportunity.
But it is important to consider that these businesspeople have scarce time to visit trade fairs so exhibitors must use diverse communication tools to attract their attention and make a different impact than the rest. That is why some companies send presentation letters to potential buyers inviting them to their stands before the fair begins, or even offer cocktail parties or discounts during the event. Every company does have enough money to do so, and that is why collective participation in national pavilions – that reduce costs of participation- is gaining importance.
On the other hand, before participating in trade shows it is important for the company to establish objectives, identify the market segment that is going to be addressed, make sure that the product complies with the regulation and standards and be aware of the real production capacity. Also the company should be willing to invest time and money to follow up the contacts made in the trade fair. That is why it is strongly suggested to go to a trade fair first as a visitor, and then as an exhibitor.
Finally, before you make the decision of promoting your products abroad in trade fairs you must first evaluate your capacities and prepare in order to overcome the challenge and turn it in to an opportunity.
3 Comments
# Mark Louis Hebenstreit says :
17 April, 2007 [ 07:14 ]
28 April, 2007 [ 11:21 ]
18 May, 2007 [ 03:42 ]
# Mark Louis Hebenstreit says :
17 April, 2007 [ 07:14 ]
We are interested in attending a trade fair show as a visitor, to discover the potential business opportunities that are available to us.# Wolfgang Glüschke says :
28 April, 2007 [ 11:21 ]
# Sonam Dureja says :
This is a comment on comment 1 by Mark Louis. As the main article says, you should know your interests - business (trade) or pleasure, or all, and preferrably country(ies) - before deciding on attending or particiting (in a) trade fair(s). About 65% of the largest fairs in most sectors in the world are in Germany - my country.
If you are interested in a specific country, one of the 7 bilateral Chambers of Commerse of European countries (Britain, France, Holland, Italy, Switzerland (only country outside of the UE), Spain and Finn-land could also help. They are all in telephone books.
If your interests are in mining, agriculture, agroindustry and/or tourism, and your primary countries are Germany, Britain, Holland, Finland or Spain, my friends, colleagues and I would be willing to talk (write) to you:
Wolfgang Glüschke. tel. 446-8132, agroperuinfo@gmil.com. Unlike this Newsletter, you can use English, Spanish and German. Some of my friends and colleagues also speak Finisch and - possibly other langua-ges. There are Chambers from Latin American countries (Brasil and some others) and North America - US and Canada, and potentialy others.
Cordiales regards Wolfgang.
18 May, 2007 [ 03:42 ]
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