06.12.2012 Seite 1 Slide 1

CONFERENCE

BUILDING REGIONAL CAPACITY FOR EXPORT

2 – 3 November 2012

TRADE FAIR PREPARATION

& B2B MEETINGS

06.12.2012 Seite 2 Slide 2

Export Promotion and EPA Training Programme

Marketing of programme – 2 months prior to training course

Delivering of training workshops – 4 months

Guest speakers

Coaching

Site visits and business clinics

Selection of participants for exhibition participation e.g. SAITEX

Workshop on Trade Fair Participation

Exhibition (SAITEX – 30 June – 2 July 2013)

B2B Meetings

06.12.2012 Seite 3 Slide 3

Trade Fair Preparation

Advantages for exhibitors

Trade fair participation: Planning and preparation

Setting objectives for trade fair participation

Choosing the most suitable trade fair to exhibit at

Pre-trade fair checklist

Designing your stand

06.12.2012 Seite 4 Slide 4

Trade Fair Preparation

Attracting visitors to your stand

Staff training and the “manning of the stand”

Recording details of trade fair visitors

Enquiry sheet

Follow-up required during & after the trade fair

06.12.2012 Seite 5 Slide 5

Advantages for exhibitors

Trade fairs do not only provide the company with a platform for exhibiting & selling products, but a great opportunity to gather market information

Focused, cost-effective way to interact with potential local and international clients over a short period of time

Create brand awareness

Provide a great opportunity to maintain existing customers

Allows manufacturer/exporter to see what competitors offer; thus possibility to compare price, quality and marketing strategy with that of competitors

06.12.2012 Seite 6 Slide 6

What is your target market, and how will you reach this market ?

Which product/s do you intend to exhibit and do they meet international

standards?

Do you have sufficient capacity to supply international markets?

Have you calculated international selling prices for your products, and drawn up

an international price list?

Is this the best exhibition for your products and what type of visitors does this fair

attract?

How are you going to ensure that potential visitors visit your stand?

Who will manage the stand?

Have you considered language barriers, and need for an interpreter?

Setting Objectives for Trade Fair Participation

Have a formalized plan

06.12.2012 Seite 7 Slide 7

How many years has this particular show been in

existence?

Has this fair ever been cancelled?

What recourse do you have should the fair be cancelled?

Can they provide you with the visitor demographics from

the last show?

Costs – obtain a quote and get a full breakdown of what

the costs include

Questions to ask the fair organizers

06.12.2012 Seite 8 Slide 8

Attracting visitors to your stand

What is the theme or focal point that will attract people to

your stand?

What is your key marketing message?

Visual aids – do not crowd the stand with too many visual

aids

FREE SAMPLES – consider ways in which you can attract

visitors to your stand

Remember

STAND OUT but be PROFESSIONAL

06.12.2012 Seite 9 Slide 9

Staff training and equipment required

Staff appearance & body language

Staff should be well equipped for the fair

Equipment needed: Electronic equipment to capture leads, i.e. laptop

Suitable furniture, display stands, lighting

Samples & advertising materials

Calculators

Clip boards, box file (for manual system)

Stationary

Business cards

Cellular phones

ALWAYS DRAW UP PRE- FAIR CHECKLISTS WITH THE INFORMATION ABOVE

06.12.2012 Seite 10 Slide 10

Preparing your sales presentation

What is the Unique Selling Points (USP) of you products?

Recording details of trade fair visitors

Make a contact/ enquiry sheet with the details of each visitor you interact with. Record details such as:

Visitors full name

Company name

Position in company

Type of business

Contact address

Visitors needs, etc.

06.12.2012 Seite 11 Slide 11

Follow-up required during trade fair

An immediate response is required!

Communicate with your office by phone/email for assistance with leads

A specific person should be allocated this task and they should be fully aware of the importance of responding immediately

06.12.2012 Seite 12 Slide 12

SAITEX 2011 TRADE FAIR

06.12.2012 Seite 13 Slide 13

Advantages for exhibitors:

Additional exposure of company and product/s

Pre-arranged, targeted/structured meetings with potential clients

Face-to-face contact with potential buyers or end-users

Possibility of site visits to local businesses/ factories

B2B meetings at a Trade Fair

06.12.2012 Seite 14 Slide 14

Preparation of B2B meetings

Delegate information form

Contact list of participants

Invitation

Distribute invite to relevant companies

B2B matchmaking

Prepare meeting schedules

Media - including radio, newspapers, etc.

Marketing material - leaflets, company profile brochure, posters, etc.

06.12.2012 Seite 15 Slide 15

B2B meetings

Ensure designated meeting area

Registration desk at pavilion

Staff to facilitate process of meetings

(NB time management)

Evaluation sheet

06.12.2012 Seite 16 Slide 16

Information Sources

www.exsa.co.za – Exhibition and Event

Association of Southern Africa

www.exhibitionsafrica.com - Exhibition

Management Services

www.jcci.co.za – Chamber of Commerce and

Industry – Johannesburg

06.12.2012 Seite 17 Slide 17

Thank you

CONTACT:

Nadia Reyneke

Head: International Trade

Chamber of Commerce and Industry - Johannesburg

nada@jcci.co.za