international trade fairs - saxion university
TRANSCRIPT
international trade fairs for EET students SAXIONoktober 2014
about TEN
TEN supports food
companies with
international business
WHAT
start up and expansion
of international businessof international business
FOR WHOM
food companies that
add value
HOW
professional & pragmatic
▪ strategy ▪ market research ▪
▪ partner search & management ▪
▪ export management ▪
▪ marketing ▪ sparring ▪
▪ training & coaching ▪
about usJANET LEBBINK
experience
� H.J. Heinz - Business Development Manager
� Honig Merkartikelen - International Account Manager
� FrieslandCampina - International Product Manager
� TNO Voeding - Projectmanager Biostatistics
education
� Human nutrition - Wageningen University
� Traineeships - Québec, New York, São Paulo� Traineeships - Québec, New York, São Paulo
ALBERT HOEKSMA
experience
� H.J. Heinz - Manager International Food Trading
� Honig Merkartikelen - Manager Export & Ingredients
� Van der Meulen Hallum - Account Manager Export
� Th. Van Huystee - Group Product Manager
education
� Commercial Economy - HEAO Leeuwarden
� Exportmanagement - Fenedex
our partners
▪▪
why participating ?
▪
ADVANTAGES – why/when should you go?
� One of the most cost effective forums to build international trade
� Decision makers use exhibitions for obtaining purchasing information
� Platform to bring buyers straight to your company for face to face interaction
� Demonstrate new products
� Find new customers – have them come to you
� See current customers – saves time & travel
� Recruit distributors
� Conduct distributor product training – saves costs▪� Conduct distributor product training – saves costs
DISADVANTAGES – why/when should you stay away?
� No well defined goal - one part of a long term export strategy
� Limited budget
� Not ready for exhibiting
� Not ready for selling internationally
key questions to ask
▪
1. IS MY BUSINESS READY TO SELL INTERNATIONALLY?
2. WHAT DO I WANT FROM MY EXPORT BUSINESS?
3. IS THERE A MARKET FOR MY PRODUCTS?
4. WHICH MARKET SHOULD I CHOOSE?
▪5. HOW DO I FIND SUITABLE CUSTOMERS?
6. WHICH ROUTES TO MARKET?
7. HOW DO I MANAGE RISKS?
ways to participate
▪
� BOOTH � OWN BOOTH
� DISTRIBUTOR/AGENT BOOTH
� COMBINED/SHARED BOOTH
� COLLECTIVITY – COUNTRY OR SECTOR
� ADVERTISING� IN HALLS
� IN MAGAZINE OR TRADE NEWSLETTER
� ON TRADE FAIR WEBSITE ▪� ON TRADE FAIR WEBSITE
� IN SOCIAL MEDIA CAMPAIGNS
� PR� INVITE VIP’s IN YOUR BOOTH
� INVITE RADIO, TV, OTHER MEDIA
� ARRANGE DEMO’s, SHOWCASES, GIVE A PRESENTATION
� ORGANIZE NETWORKING EVENTS (dinners, distributor meetings etc)
� VISITOR
� HIRE EXPORT MANAGEMENT COMPANY
business cases
▪
DUMETA
How to get the most out of trade fairs?
� Intec and Z trade fair Leipzig
FLEXXOLUTIONS
What trade fair do they want to participate in?
� Schüttgut fair
� Powtech fair
▪
GEBRO
Which trade fairs in Brazil are interesting to participate or visit?
Organize participation in the Bijoutex in Munich in 2015
� Bijoutex - Munich
PLASTICON
What is the most efficient way to participate in :
� Power Gen Europe - Amsterdam
� Achema - Frankfurt
business cases
▪
PREPARE A SHORT PRESENTATION WITH YOUR GROUP
� ARE YOU CONVINCED YOUR COMPANY SHOULD PARTICIPATE?
� Yes, why?
� No, why not?
� Not sure yet, what needs to be investigated?
� IS THE GOAL FOR PARTICIPATION WELL DEFINED?▪� IS THE GOAL FOR PARTICIPATION WELL DEFINED?
� WHAT IS THE BIGGEST HURDLE FOR YOUR COMPANY?
� WHEN WILL PARTICIPATION BE A SUCCESS?
do’s & dont’s
� BOOTH
� PEOPLE▪
� MESSAGE
▪
identify the right exhibition
▪
WHICH BEST FIT YOUR NEEDS?
� location
� time of the year
� target audience
� country pavillion
EXPAND INTO NEW MARKETS?
� does show attract prospects from those areas?▪
HOW SUCCESFULL HAS THE SHOW BEEN IN THE PAST?
� ask previous exhibitors – is it the first edition? – reputable organiser?
HOW IS THE SHOW PROMOTED?
� no good if the trade doesn’t know about it!
your team and visitors
▪
CHOOSE THE RIGHT PEOPLE:
� motivated
� knowledgeable
� understanding their role
� network
� product training
� gathering and recording of leads
� follow up and evaluate ▪� follow up and evaluate
� in good shape!
DEALING WITH VISITORS:
� never ask a question that can be answered by NO!
� quality before presenting – get rid of time wasters!
� if sampling, make sure you are working the visitors too
successful?
▪
TEN RULES FOR SUCCESS
1. KNOW WHAT YOU WANT TO ACHIEVE
2. MAKE A SOLID (FINANCIAL) PLAN
3. FOCUS ON ONE KEY MESSAGE
4. PROMOTE YOUR PARTICIPATION
5. INVITE PEOPLE YOU WANT TO MEET
6. HIRE QUALIFIED STAND PEOPLE
7. BE AWARE OF CULTURAL DIFFERENCES
8. ARRANGE ADEQUATE FOLLOW UP ▪8. ARRANGE ADEQUATE FOLLOW UP
9. MEASURE AND EVALUATE YOUR SUCCESS
10. BE INSPIRED, LEARN AND ENJOY
BE WELL PREPARED AND PRO-ACTIVE
