International trade shows play a critical role for companies looking to break into new markets and expand exports. While the costs can be higher than domestic shows, they can bring significant returns and help reduce lead times for new market entry or market expansion. In a survey of 500 companies, 83% classed trade shows as the 2nd most important “tool” in the marketing mix after the corporate website’s home page.
Over the past decade, IBT Partners has helped hundreds of businesses to develop their international business via trade shows. This wealth of knowledge has allowed us to establish benchmarks for best practices and strategies for optimizing international trade shows, especially using the internet. The resulting whitepaper on Optimizing International Trade Shows is aimed at helping companies grow their business overseas. Some of the points covered include:
Objectives, metrics and teamwork – Measuring Return on Investment
In this whitepaper we look at establishing and ranking objectives at the outset: set clear goals, evaluate the shows, choose teams, allocate resources, define marketing efforts and establish metrics. We also look at communicating objectives and making individuals accountable. This essential groundwork is necessary not just to get the best show experience but also to measure it – what is your return on investment and how do you calculate it?
Identifying the right international trade show
Every year there are +30,000 trade shows held across the world so lots of choice. The Internet is the most efficient way of identifying and ranking trade shows. We list the main portals and discuss how to sort by criteria: Date, Industry, Event name, Location…
Preparation – on-going and thorough
Your corporate website and social media are the most effective tools for preparing and broadcasting your trade show attendance. The whitepaper looks at how an active online strategy is particularly important in international markets where there is no on-the-ground sales support team.
Connecting with prospects during the show
During shows, prospects are most likely to find you via social media. We look at how to use social media channels to increase traffic to your booth and make your company stand out, create web-friendly hand outs and mobile-enabled calls-to-action.
Practical tips for attending
The minimum preparation time needed for international trade shows is three months but the more time in advance the better. The whitepaper considers: logistics, bookings, hotels, setting up, sample products, marketing support, promotional products and translation assistance.
Follow up
Follow up is especially important for export markets where your brand recognition may be less established. We note that the leads generated from trade shows are highly qualified and used to collect feedback, network, update your SEO and maintain the buzz. We also look at personalizing your responses and marketing campaigns.
Virtual trade shows
This whitepaper discusses virtual trade shows which bring together webcasting, online chats, video streaming, webinars and avatar graphics to simulate a real exhibition. They account for just 2% of the worldwide exhibition industry today but are increasingly popular.
This whitepaper covers the above points in detail and other issues you may have. To find out more:
