International Business and Technology Blog

“No event since World War II has caused an economic downturn of quite such scale or scope” McKinsey, referring to COVID19. Sequoia Capital partner, Michael Moritz details “The plague sweeping the world has turbocharged the growth of the internet and catapulted us into the future. In the space of March 2020, many businesses fast-forwarded to 2025. For some this meant a surge in activity, but for a vast number doomsday has come early”, furthermore “The business world can never go back to the way things were”. So where is that “surge” evidenced, it’s the booming digital economy, and “doomsday” we find devastating broad swathes of traditional industries.

Ever attentive to the international ambitions of its members, the US National Marine Manufacturers Association (NMMA) conducted a survey in June 2016 appropriately titled “Looking to Navigate Beyond US Borders?” 84 companies responded, providing results that re-inforce what those charged with navigating those challenges know: that there are two main routes to grow exports and international business, namely that of i) international trade shows and then ii) online marketing and social media.

International trade shows, the staple route to international markets since such events commenced (in France) some 120 years ago, remains the leader with 73%. But what is interesting is the rapid uptake of online marketing and social media. Off most navigators horizons just 5 years ago, online marketing now commands the attention and budget of 65% of the respondents. And watch that number and % figure continue to rise…

In my last blog I cover 3 strategies for optimizing your tradeshow preparation. In this blog I will cover 4 strategies for success during and after the tradeshow.

1. Connect with prospects during the show to maximize your presence
2. Qualify and prioritize your leads
3. Follow up to convert leads into clients and build long term pipelines
4. Measure return on investment and incorporate lessons learned

Two prior blogs have explored general steps to take in preparing for International Trades Shows and making the most during and after the trade show. In this blog, I explore using your website to enhance results from your trade show investments

Next to your company website, trade show participation may be the most important part of your marketing mix. Even “Personal selling” comes in behind trade shows. Today, trade fairs remain as crucial to business development as ever, despite fears that the internet would replace those vital face to face meetings. 

Trade shows are an important component of the marketing mix. A recent survey of 500 companies found that 83% listed trade shows as the 2nd most important “tool” in the marketing mix after the corporate website’s home page.

In this blog I cover 3 beginning strategies for getting the most out of your trade shows.

1. Define and communicate clear objectives and metrics, including clear lines of responsibility and reward
2. Identify the right trade show to achieve your international business objectives
3. Prepare – broadcast your presence via multi-channels throughout the year

Over 30,000 trade shows each year are managed by thousands of organisers (who employ tens of thousands of people), mobilise millions of exhibitors, entice hundreds of millions of visitors and generate >US$26Bn in revenues.

From a fringe techy activity, social media at trade fairs has exploded and today is an obligation if you wish to achieve successful trade show metrics.

Last week I spent four days attending the Paris Air Show, supporting Business Oregon and their three companies exhibiting, as well as Northeast Pennsylvania and their five companies attending the show. If you have not been, it is an enormous seven day event. This year there were 2,260 exhibitions from 47 countries. The USA had 320 exhibitors, 230-plus in the US International Pavilion where I was based. Around the show itself there were many side events, receptions and evening networking parties.

Trade fairs are a wonderful export and international business development tool. When well-managed (from selection, to planning, through preparation, attendance and crucially follow-up) they can be hugely influential, highly cost-effective and a big generator of new, as well as extending existing, business. They can also bring unique opportunities to visit faraway places, meet friends, colleagues, competitors and start a whole new social life and fall in love. A few years ago, a French member of our business development team attended a hospitality trade fair in Paris. Being a vigilant young man, he spotted an intelligent, beautiful young Italian lady. Suffice it to say, I recall that the end of the 4 day event, during which time we saw very little of either of them, was a very sad occasion. As life’s rich pattern flows, so did they. Within 6 months, we had a team member based in Italy as he relocated to Milan. They are now happily married, with two children!