TRADE FAIR

IMPORTANCE IN BUSINESS PROMOTION -Anoop S chawla

What is a Trade Fair?

Trade Fair- A trade fair is an exhibition

organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities.

In contrast to consumer fairs, only some trade fairs are open to the public, while others can only be attended by company representatives.

Primary roles of a trade fair Role of a trade fairSelling medium can book orders demonstrate product. Choice of similar products from competing Mfgrs. For customer. Market research data collected.

TRADE FAIR ROLE

Bring demand and supply together interactive and real time.

Can review competitors product and strategy.

IMPORTANCE OF TRADE FAIR

Ability to reach right target group. Ability to pitch right products to right

customer. Opportunity to interact with actual buyers one to-one and feedback. Opportunity for brand building and PR exercise.

Fair Selection Checklist:

Sponsorship / Grants from Government. or
Support from official bodies Which other countries and companies are taking part Exhibitor / Visitor profile & trends Visitor promotion campaign Any similar event at the same time? Obtain previous years catalogue Listen to organizers to know the +ve points of fair and talk to previous exhibitors/visitors to know the ve points

Benefits of trade show

Business lead generation from buyers,
distributors, agents. Market intelligence-get competitor insights, market trends, innovation previews. PR exposure- media, speaking opportunities, in show awards. Opportunity to interact with various service providers, industry providers, industry associations, logistics partners, marketing channels.

TYPES OF TRADE SHOW

There are three types of trade show
- Business to- business marketing - Business-to- business sales - Business- to- consumer shows

 Business-to-Business marketing - Trade shows are

direct business- to-business marketing range from local table top show programs to national conferences to expositions.

events. They to regional international

At the majority of shows, direct selling from the

floor is not the primary intent. Trade shows marketing opportunities for potential buyers sellers to get together, investigate problems, about solutions and advance the sales process.

are and talk

Generally, the higher the price tag of the product or

service, the longer the sales process, so decisions should not be expected- but are always welcomedon the show floor.

 Business- to-Business sales

some shows are selling shows where the buyer the is a direct retailer or involved in the retail chain of distribution, such as a wholesaler, dealer or distributor, when the sales process is driven by having a special season, it is generally a retail oriented show. EX.- toys are sold all year, but Christmas is the toy season.

 Business-to-consumer shows -

consumer shows are the third category of trade shows. At these the audiencethe people who come are the buyers.

EX.- A consumer shows include state

fairs, home-and-garden shows, flower shows and other shows which are open to the general public.

Preparation for trade shows

Planning to for trade shows needs to be
start at least a few month in advance. If we wish to have a significant presence at strategic or influential show, you should plan to set up a booth, either on your own or with a key partner. Here are some tips for getting maximum benefits from your trade show appearance.

Before the show-

- evaluate and select trade shows carefully. - Read the show manual. - Identify our goals. - Define measurements of success. - put your show plan in writing. - Develop a key message for your booth exhibit. - Design an open, inviting booth. - Advertise your show participation. - Order all necessary supplies, including brochures and giveaways. - create an unique identity for your booth staff. - Train your exhibit before each show.

During the show -Set up a rotating booth schedule for your staff. -Remind staff to record all possible information. -Encourage staff to greet people warmly and with smile.

After the show-Send requested literature immediately. -Include a teaser on the envelope or in the email subject line. -Help your prospects take the next step. -Keep track of your prospects. -Analyze lessons learned.

Needs of an effective both design:

An effective trade show booth design
needs to clearly communicate your trade show marketing message. An effective booth design must say who your company is ? It must state what your company or business does ? What is in it for your potential buyer/customer.

Steps involved in booth design:

The lay out of your booth should make it easy
and non-threatening for visitors to enter. Display product at eye level. This really attracts visitors and makes effective visual aids for the staff. Have idle computer monitors default to a running company advertisement or company logo. Make sure a company sign is up high so visitors can find your booth at eye level, so visitors walking by know who you are, and at front of your info-counter. Make booth graphics informative eye-catching and useful.

STAND DESIGN / LAYOUT

DESIRED SITE LOCATIONS: To the right of entrances At the adjacent to catering facilities Toward front of stall On corners of aisles LESS DESIRED LOCATIONS: Distant from Entrance Facing away from activities On galleries Behind stair case or back of wall

GOLDEN RULES OF STAND DESIGN:

KEEP IT SIMPLE & CREATE FOCAL POINTS ESTABLISH CLEAR THEME ATTRACT STRONG ATTENTION DESIGN THROUGH EYES OF VISITOR PLAN TRAFFIC MANAGEMENT SET LEADING PRODUCT OFF FROM OTHER
PRODUCTS USE BLOWED UP PICTURES / BROACHERS USE EXPLANATORY TEXTS COLORS: RED- Striking: BLUE: Cool, Space, Quiet, GREEN: Nature, ORANGE: Warm, WHITE: Neutral, space.

At the Fair
Dress appropriately Use an effective opening Maintain active eye contact Show enthusiasm & be sincere Emphasize with effective gestures Dont show nervousness & Control your voice Keep Handy: Product specifications , Production and export capacities, - Samples, Data on sizes, weights , Packaging, Container quantities, FOB and CIF prices AND ORDER BOOKLET

Finally
THE BUYER CHECKS THE SALES PERSON,
THEN THE SELLING COMPANY AND THEN BUYS THE PRODUCT SPECIFICATION, THEY BUY THE BENEFITS (PRODUCT VALUE)

CUSTOMERS DON'T BUY PRODUCT

THEY ALSO BUY THE ADDED VALUE OF

UR ORGANIZATION: RELIABILITY, EXPERTISE, INVOLVEMENT, PERSONAL ATTN, HELP & INTEREST.

 THANK YOU & PLAN YOUR TRADE

SHOW WELL!!!.....oops What about PRESS as THERE IS NO BUSINESS LIKE SHOW BUSINESS ???

PUBLICITY AND PRESS

Send Invitation letter with Stall details
(Complementary Entry Ticket can be added) Emphasis on what's new and special in the fair. Advertise in Fair Catalogue, Trade Magazines, In & out of Fair halls Invite VIPs. Send Press releases Call Personally to your existing visiting buyers

 THANK YOU ..FINALLY !!!