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Table 15: A taxonomy of collective trade events

Category Type Held where? Target group How organized? TSI role FTR role Comments
International trade fairs. In third country; usually Worldwide, buyers, Permanent private, Coordinate national No role or might invite These are big and
A major world event for a developed country sellers, policymakers or government fair stand in conjunction buyers in Post territory important events, but
that industry sector. and academics, for organizers with FTR in the third to visit some stands it is very difficult for an
that industry sector country at the event except FTR in another country
in situation where the to capitalize on this.
event is in the FTR Buyers and sellers will
territory. Then heavy attend anyway, without
involvement. There FTR involvement.
may be pressure from
the fair organizer to
become the ‘featured
country’. There is a
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lot of work and cost

involved with being the
featured country – and
little commercial payoff.
Specialist trade In country where FTR is Local buyers and By specialist fair TSI coordinates a FTR coordinates a This is probably the
fair or display posted decision makers organizers and may group of exporters in national stand or most effective type of
Fairs/displays (focused on one include associated the home country to provides incidental display event for the
industry sector, e.g. meetings and participate. Managing support, including FTR to support. The
telecommunications) seminars. logistics of getting identifying and inviting organizer brings the
people and products buyers, in-country buyers to the event.
to the event, plus logistical support, and
follow-up. follow-up. The same
comment as above
applies to being the
‘featured country’.
Generalist trade fair In the FTR’s Post Local buyers and Usually specialist fair Coordinate group of The FTR coordinates This can be a way
country maybe the general organizers. The fair exporters in home a national stand or of increasing brand
public may be associated with country to participate. provides incidental awareness or making
local festival or holiday. The TSI manages the support, including direct sales to
It features multiple logistics of getting identifying and inviting consumers, but it is
product and industry people and products buyers, in-country not very effective in
categories. to the event, plus logistical support and terms of identifying
follow-up. follow-up. wholesalers or agents.
It is not cost effective
for the FTR.
 Category Type Held where? Target group How organized? TSI role FTR role Comments
A solo display (one In the country where Local buyers and Organized by TSI and TSI coordinates all The FTR is responsible A solo display has
country only) the FTR is posted decision makers FTR aspects from the for all activities in the the advantage that
home end, including host country, including everything is under the
identifying and briefing providing the venue, control of the FTR and
of participants, setting constructing the stand, TSI. The display may
objectives, etc. publicity, generating feature one industry or
audience and follow- products/services from
up, etc. multiple industries. It
has the drawback that
the FTR must generate
the audience. It may
be difficult to attract
buyers to a one-
country event.
World expos In a third country (not The general public and Organized by the The TSI may be drawn The FTR is usually World expos are good
where FTR is posted) international tourists government of the host into coordinating a not involved unless for building country
country business display as the expo is in the brand image, but
part of the event. host country. In this it is very difficult to
situation, there may be reach serious buyers
heavy involvement with (agents, wholesalers)
coordination, visiting through these events
VIPs and missions. and as a result is not
cost effective for this
purpose. But there
is often irresistible
political pressure to be
present.
Showroom display In FTR’s host country, Specialist buyers or The FTR organizes or The TSI may have a The FTR’s role can It is difficult to get
in a small venue, hotel, regulators subcontracts the work role in coordinating the extend from total buyers to come to
commercial centre to a local organizer. exporters in the home project management to small specialist events
Trade shows
An individual company country, including incidental advice and like this. It can be a
(can also be
could organize the logistics and follow-up. support. Often the FTR lot of work for just one
called a trade
show. An industry is required to identify or a few companies.
display)
association might and invite interested It may not be very
subcontract the role. buyers. cost effective for FTR
involvement.
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Category Type Held where? Target group How organized? TSI role FTR role Comments
Catalogue display –this In FTR’s host country, Specialist buyers or The FTR organizes or The TSI may have a The FTR often has total This is an inexpensive
is really a variation on in a small venue, hotel, regulators subcontracts the work role in coordinating project management way of putting products
the showroom type of commercial centre to a local organizer. the exporters and their responsibility. before buyers, but
display or within a larger An individual company catalogues in the home FTR and staff will not
Trade shows specialized fair could organize the country, including have detailed product
(can also be show. An industry logistics and follow-up. knowledge. It is also
called a trade association might The TSI also needs to hard to attract a group
display) subcontract the role. brief the FTR on the of serious buyers to
products and services. something like this,
which they could do
more effectively over
the Internet.
Product In FTR’s Post territory, Usually consumers and The local importer- The TSI usually has no Usually the FTR has This is useful in
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demonstrations or in a shopping mall or end users agent usually has involvement. minor role, but may increasing brand
tastings, etc. supermarket the major role in lend support and awareness and
conjunction with the prestige to the event. penetration in the
venue management. The FTR may also market, but is not
identify opportunities suited to locating
for this sort of agents or wholesalers.
promotion.
A travelling exhibition Usually held on the Nominally commercial The FTR usually has a The TSI has major The FTR usually has This is not cost
Trade ships, (ship, plane, train, ship or vehicle, but buyers, agents, major role unless they involvement in putting a major organizing role. effective. It is time
trade trains, bus, etc.) that visits may set-up in local wholesalers but ends can subcontract to a the exhibition together consuming and it is
etc. many cities and venues up being consumers local organizer or a and coordinating with very difficult to organize
holds individual short business chamber. the sellers. buyers to come to
exhibitions multiple locations. In
addition, ports may not
be attractive places
for a display. However,
type of event is very
attractive to politicians
and frequently TSIs.
Try to avoid becoming
involved.
 Category Type Held where? Target group How organized? TSI role FTR role Comments
Seller trade missions or In FTR host country, Could be aimed at The composition of the The TSI should have a The FTR is usually Trade missions can
outward missions from although the mission government and mission is organized mission manager who responsible for the be useful for changing
the FTR home country may visit several regulators, or buyers. by the TSI or industry is responsible for all in-country programme policies or attitudes.
countries chamber in the home liaisons with mission including meetings, They can lead to direct
country. The on-the- members. An industry transport and often sales or joint ventures,
ground programme is body representative accommodation, although frequently
organized by the FTR. might fulfil the same dinners, seminars, etc. such outcomes take a
role for a mission from This may be different lot longer to come to
that industry body. if a mission is led by a fruition.
Missions minister or VIP.
Buyer missions or The buyer mission Buyers and perhaps The mission of The TSI looks after The FTR is responsible Buyer missions are
inwards missions from visits the home country policy makers from the buyers is organized the in-country for identifying the useful when it is
the FTR host country to and may travel to FTR host country by the FTR, while the programme including buyers and officials difficult to transport the
the home country various sites within the home programme is meetings, transport, and issuing the products or services
home country. organized by the TSI. entertainment, and invitations. The FTR or when there are few
in many cases also needs to follow buyers. It can be useful
accommodation. up. in changing negative
attitudes of buyers.
Industry sector seminar Usually held in the Buyers and Organized by the TSI The TSI or industry The FTR is responsible Seminars are a
or country specific FTR host country, policymakers in the or by the industry association organizes for identifying the good way of building
seminar. It might also though, if a conference FTR host country association any special functions buyers and officials, rapport between
take the form of an it is usually held in the or meetings for the as well as issuing the the industry sectors
industry conference. home country foreign visitors, who invitations. The FTR in both countries.
may come from several also needs to follow They can be a useful
Seminars
countries. up. forum for building
policy solutions to
impediments. They are
not usually immediately
focused on commercial
deal making.
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Category Type Held where? Target group How organized? TSI role FTR role Comments
A conference held on A webinar is held Buyers in the FTR host Organized by TSI, The TSI sets up The FTR needs to Webinars are relatively
the Internet, usually over the Internet. country industry group or an the meeting, plans identify buyers or cheap, but take some
with an expert in a Participants can be individual company the agenda and relevant participants in time to set up and
sector being a draw- involved from anywhere coordinates with the the Post country. coordinate. Webinars
card they have Internet FTR. are good for building
access. However, there rapport and brand
may be some social building. They are not
Webinars advantages in bringing time consuming they
groups together in the do not involve travelling,
TSI and/or FTR office. which is important for
busy executives. But
webinars do not seem
to have the same
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impact as person-to-
person meetings.
A videoconference is Participants can be Buyers in the Depending upon the The TSI sets up The FTR needs to This tool has the
held over the Internet. involved from anywhere FTR host country, issues involved, this the meeting, plans identify the appropriate advantages of
Often this tool is used they have Internet industry association may be organized the agenda and participants from the being cheap and
for problem solving access. However, there or government by TSI or an industry coordinates with the Post end and liaise does not involve
or discussing issues may be some social representatives. group. On occasion it FTR. with them about international travel.
involving multiple advantages in bringing may be government to participation. Videoconferencing is
Video- parties. groups together in the government. useful for negotiating
conferencing TSI and/or FTR office. issues, planning and
reviews. It can also
be used as a selling
tool or for training and
problem solving, but
is not usually a major
marketing tool.
Buyers are brought Usually held close to Buyers or importer- Organized by producer There is usually The FTR has major role These events can
together with sellers at the sellers in the home agents and organizations the TSI, significant support from in identifying potential be an effective tactic
an event, which may country wholesalers or individual promoters the TSI, which serves buyers and persuading where it may be hard to
involve elements of a as the liaison point them to travel to the take the sellers or their
display, a conference for the foreign buyers. buyers-sellers event. products or services
Buyers-sellers and a seminar. They would work in The FTR is likely to be to the host country.
events conjunction with the involved in any follow However, it may be
FTR and any producer up. costly if buyer visits
organizations. must be subsidized.
It may also be difficult
to attract the ‘best’
buyers.