Whether participating as a visitor or an exhibitor, international trade fairs can be a useful source of market intelligence and can provide exposure of your company and products to buyers, agents and distributors.
With proper research and preparation, participation can be an excellent means of presenting your product in a new market (including the highly valuable personal presentation of a sales message), assessing buyers’ reaction to and interest in the product, and assessing the competition.
Prior to making any costly commitments to participate in a show (visiting or exhibiting) you should first determine that your company is in fact ready to participate in a trade fair. Some issues to consider include: level of export-readiness, staff preparedness, adequacy of funding for effective participation (representation), and availability of promotional materials such as literature, display, etc. Secondly (and discussed in more detail under “Evaluating Trade Fairs”, below), you must find out all about the show, including ensuring that it matches your company’s activities and objectives, that you are in fact eligible to attend (restrictions, visa issues etc.), and that the logistics are manageable.
The following information pertains to companies that have identified, through in-depth analysis and as part of their Business and/or Export Plan, certain objectives which they have determined can be achieved more successfully through participation in a trade fair either by visiting or by full participation as an exhibitor. Such objectives may include:
making first sales of your product in a new market
increasing sales or market share
assessing the strength of the competition
assessing the acceptability of your product
finding an agent or importer
development of consumer awareness for your product
increasing the price you are getting for your product
Furthermore, such companies will already have developed an accurate global assessment of markets in which they are able to compete most effectively in terms of product standards, quality and pricing as well as logistics and production capacities, among other things. Finally, they will have identified sufficient resources (money, expertise and staffing) within their company to be allocated for effective trade fair participation. From this advantageous position, the next questions are where, when and how.
Evaluating Trade Fairs
Due to the costs*1 and complexities of participation, great care must be made in evaluating which trade fair to attend. It is also essential that there be a sufficient lead time (many months) prior to the trade fair to provide for thorough and informed planning.
*1 Note: Be sure to investigate any assistance programmes (international or local) that may be in place that support, organize or even subsidize participation in international or local trade events. Your local Ministry of Trade, Trade Promotion Organization, Associations, and Chambers of Commerce may have such programmes in place or otherwise should have access to information regarding such programmes.
To learn which shows may be best suited to your objectives, you need to obtain and review as much information about them and their target markets as possible. The internet is, of course, a great tool for finding listings of trade fairs, their contact details and specific show information. You can find listings of international trade events via websites such as www.tsnn.com and tradeshowbiz.ca (in addition, for Canadian shows, please see full listing below). From these listings you can go to the events’ websites (if no direct link is provided, search using the event name at oogle.com or other search engine) and obtain a good first look at what the show is about. At this point, if you have developed an interest in an event, contact the organizers of these shows directly and have them send you more specific details about the show (see more below). At the same time, have them send you application forms (better to have them in hand in case you decide to apply).
About the Trade Fairs themselves, some of the key issues that you will want to learn more about include:
Type of event; general, specialized, international or national;
Market coverage: Usually the host country is the main target market, but for the larger fairs and ones more international in scope, buyers from around the world will be in attendance thus providing multiple market exposure at a single venue;
Visitor/audience profile (types of companies/visitors: trade only, trade and consumers, consumers only);
Costs of participation (cost breakdown if available);
Restrictions: You also must determine that you can actually attend (visit or exhibit at) the show. Some shows have restrictions such as only allowing domestic producers to exhibit and/or local and international buyers to attend. Some countries may have visa restrictions for country entry may apply. Also, you may need to be invited by a buyer to attend;
Accommodations – special rates for visitors/exhibitors at partnering hotels? Other special rates (local transportation, meals etc.)?
Also contact your diplomatic or commercial representative and any other contacts you may have in the host country to get their feedback on trade fairs of interest before deciding on participation. For information on individual countries, you can find good general economic and trade information at the the World Factbook (CIA) and the International Trade Centre (go to “Countries”).
Here is a listing of the major Canadian Trade shows in various sectors:
Apparel and Textiles
Western Apparel Markets (B.C.) – www.passporttofashion.com
Ontario Fashion Exhibitors Market (OFE – Ontario) – www.ontariofashionexhibitors.ca
Alberta Fashion Market (Trends Apparel) – www.trendsapparel.com
Montreal Fashion Week – www.mfw.ca
Building Materials
Canadian Hardware and Building Materials Show – www.crha.com
CMX-CIPHEX 2006 – www.cmxciphexshow.com
Home Builder Expo – www.homebuilderexpo.ca
Cosmetics, Spa & Beauty Products
Allied Beauty Association Show – www.abacanada.com/index.asp
Esthétique Spa International – www.spa-show.com
Canadian Health Food Association – www.chfa.ca
Electronics & Electronic Components
Canadian High Technology Show – www.reedexpo.ca
COMDEX Canada – www.comdex.com/canada
Computer & Technology Showcase – www.techshows.com
Consumer Electronics Show (USA) –www.cesweb.org
Floriculture
ASCFG National Conference and Trade Show – www.ascfg.org
Canadian Greenhouse Conference – www.canadiangreenhouseconference.com
Canwest Hort Show – www.canadanursery.com
Western Expo – www.westernexpo.com
Footwear
Mode Accessories Show – www.mode-accessories.com
TCF International – www.impexshow.com (2006 Show Postponed) (2006 Show Postponed)
Toronto Shoe Show – www.torontoshoeshow.com
Food and Beverage
Canadian – International Food & Beverage Show – www.crfa.ca
SIAL – www.sialmontreal.com
Canadian Produce Marketing Association (CPMA) Conventions & Trade Show – www.cpma.ca
Grocery Showcase – www.cfig.ca
Canadian Health Food Association – www.chfa.ca
Grocery Innovations Canada – groceryinnovations.com
Bar and Beverage Conference & Exposition – www.barandbeverage.com
Toronto Wine & Cheese Show – www.towineandcheese.com
Furniture, Home Décor & Floor covering
The Canadian Home Furnishings Market – www.tchfm.com
SIDIM – www.sidim.com
Interior Design Show – www.interiordesignshow.com
International Home Show – www.home-show.net
Montreal Home & Trends Show – www.montrealfallhomeshow.com
Salon International Décors & Tendances –
Handicrafts
Creative Conference and Trade Show –www.cdncraft.org
One of a Kind Trade Show – www.oneofakindshow.com
Salons de Métiers d’art du Québec – www.salondesmetiersdart.com
CGTA GIFT SHOW – www.cgta.org
Toronto International Gift Show – www.torontointernationalgiftfair.com
Jewellery and Fashion Accessories
Mode Accessories Show – www.mode-accessories.com
CGTA GIFT SHOW – www.cgta.org
Jewellery World Expo – www.reedexpo.ca/jewellery
Ontario Fashion Exhibitor’s Market – www.ontariofashionexhibitors.ca
Western Apparel Markets (B.C.) – www.passporttofashion.com
Hardware and Hand Tools
Canadian Hardware and Building Materials Show – www.crha.com
Hides, Leather Goods and Leather Apparels
LLHA Show – www.llha.org
Mode Accessories Show – www.mode-accessories.com
Housewares, Giftware & Toys
CGTA GIFT SHOW – www.cgta.org
Canadian Toy and Hobby Fair – www.cdntoyassn.com
Toronto International Gift Show – www.torontointernationalgiftfair.com
Services & Tourism
Hotel Association of Canada – www.hotelassociation.ca/events/index.html
Travel and Leisure Show – www.travelandleisureshow.com
Travel and Vacation Show – www.playerexpo.com
Pharmaceuticals and Natural Health Products
Canadian Health Food Association – www.chfa.ca
Retail & Grocery Stores
Retail Council of Canada – www.retailcouncil.ca/events/store
Sports and Outdoor Equipment
Canadian National Sportsmen’s Show – www.sportsmensshows.com
Canadian Sporting Goods Association – www.csga.ca
Visiting
Visiting is a less expensive option to exhibiting but still allows you to learn about the trends, demand, competition and other important aspects of a market as well as to make important contacts with potential partners and buyers. In addition, visiting allows you to determine if you should exhibit there at a future date, thus reducing the chance of spending money exhibiting in an inappropriate or ineffective show. However, as a visitor, your ability to sell at the show itself is greatly reduced since you do not enjoy the same benefits that full exhibition permits. You also have to be sensitive to exhibitors, who will be very busy trying to sell their own product. You can still do some useful networking as follows:
Obtain and study the Show’s floor plan and plan out a route and timetable listing companies that you wish to visit/meet (from most important to least important);
Introduce yourself briefly and cordially, leaving business cards and brochures with product pictures where suitable;
Try to arrange meetings within the timeframe of your visit.
Note: Even if you are not able to visit an international show, you can still obtain useful information about that show by contacting the show organizers and requesting the catalogue of exhibitors, many of whom will be importers. Also, be sure to investigate the Show’s websites – past, present and future as available – to view additional information, including exhibitor lists.
Exhibiting
Once you have decided to participate fully as an exhibitor in a given trade fair (after reviewing all pertinent information – requirements, floor plans, application forms etc. – from the organizers), have secured funding for the activity (including from sources such as Ministry of Trade, etc., where available) and have determined that you are eligible to both join that fair as an exhibitor and enter the host country (visa issues etc.), you must begin as soon as possible to prepare for the event itself. Things that will need immediate attention include:
Basics
Booking your exhibition space/stand and send in all necessary information;
All travel arrangements including permits (visas, etc.);
Accommodations (be sure to consider accommodation locations closest to the venue and check any reduced rates offered to exhibitors);
Designate staff for event coordination and on-site representation (could be same staff but not necessarily. Note: staff attending the event must be highly presentable and very knowledgeable of the company and products);
Products and Promotion
Decide which products will be represented and if any modifications are needed;
Develop/modify your company/product materials accordingly;
Ensure sufficient printed material for amount of traffic you are expecting;
Exhibition’s Promotional Materials: details/deadlines for being included in the Event’s promotional materials and/or website?
Language: Translation of company/product documents (brochures, etc.) and organizing on-site interpretation if needed;
Prepare for delivery of any samples, materials prior to the event (your foreign representative – Embassy, etc. – may be able to provide some guidance or even assistance here);
Advise potential buyers of your participation in the event and invite them to visit.
Exhibit Space/Stand
Layout details: arrangement of exhibition halls and other facilities; space availability;
Coordinate with the Exhibition organizers to ensure what they will be offering in terms of size, structure, construction, etc., and make contingency plans accordingly;
Equipment Details: Does the organizer have in-house display/stand construction? Electrical supply? Internet connection? Cost?;
Design and plan your exhibit area, keeping in mind the following:
Your exhibition space represents your company (a first impression of your company and products);
You need to capture the interest of visitors within a very short timeframe, so make your stand visually attractive, well-organized and tidy;
Keep the stand as “interactive” as possible, with visitors able to handle your products on display.
Note: At any point you may wish to enlist the services of a Trade Event consultant (either in your country or the trade fair host county). Also, be sure to obtain as much assistance as possible from your foreign trade representative at your Embassy, Consulate or High Commission.
Local Shows
Prior to participating in an international show, you may consider participating/exhibiting in a trade show in your own country or region, since buyers frequently attend these (Canadian importers and retail buyers, for example, often visit foreign markets and their suppliers once a year and often plan such trips to coincide with the most important foreign trade shows where they can explore possibilities for imports, as well as assess industry trends). By participating first at the local/regional level you can gain the experience of the activity itself, achieve a better understanding of your competition at the local level and also meet with prospective buyers. *2
*2 Note: Encourage your national or regional Ministry of Trade, Trade Promotion Organization, Associations, Chambers of Commerce and Foreign Trade Offices (Trade branches of your Embassies, High Commissions and/or Consulates) to promote the show(s) to foreign buyers.
Goals for Participating at Trade Shows
Source leads
Develop new relationships
Obtain orders
Test products
Introduce key staff to clients
Build name recognition
Launch new products
Get feedback in pricing your products