Participation in a foreign exhibition. What gives the international exhibition
An exhibition is usually viewed as a short-term event, usually held periodically in the same place, within which a significant number of firms (exhibitors) various countries with the help of samples (exhibits) demonstrate new products, ideas or services of one or more industries to inform potential consumers about their company and its products in order to promote sales. An international fair (trade fair or fair-exhibition) is considered as a short-term event, periodically held, as a rule, in the same place, in order to attract a significant number of firms (exhibitors) different countries one or more industries presenting samples of their goods (exhibits) for their demonstration, familiarization and conclusion of commercial transactions.
The main objective of the exhibition is to demonstrate achievements in one or more areas of human activity.
At the same time, many examples can be cited when an exhibition is held as a prestigious event, which in terms of its goals is no different from a fair. Therefore, they usually focus not on the difference between international exhibitions and fairs, but on those general opportunities that are provided to the company through its participation in their work. This refers to the presence of certain opportunities that are provided at international fairs and exhibitions to effectively solve the marketing problems facing the company, and above all the problems related to the justification of an effective product and pricing policy, distribution policy and promotion in foreign markets. These tasks can be successfully solved if you carefully justify the need to participate in certain fairs and exhibitions, organize training and participation in their work at the proper level, and also effectively use the results obtained during fairs and exhibitions.
The main objectives of participation in fairs and exhibitions can be:
creation of a high image of the product;
Activation of the use of individual promotion policy instruments;
Creation of a high image of the company.
Each company can participate in the work of the selected international fair or exhibition either as an independent exhibitor or as part of a joint stand or exposition created by several companies.
With the independent participation of the company in the work of an international fair or exhibition, it creates its own stand, ensures its work at the proper level and is fully responsible for the final results of participation in the work of this fair or exhibition. In this case, the firm, as a rule, assumes all costs for the preparation and participation in the exhibition or fair. Partially or fully these costs may be reimbursed by the state. Participation in the work of an international fair or exhibition is directly related to the creation and maintenance of the image of the state.
Of course, the independent participation of the company in the work of an international fair or exhibition is more effective. During the work of an international fair or exhibition, the exhibitor uses all the opportunities he has to achieve the goals he previously formulated. To do this, he primarily uses the stand he has, and also carries out actions and activities that go beyond the stand and are necessary to ensure effective participation in this fair or exhibition.
After the completion of each international fair or exhibition, the results of the company's participation in its work should be summed up. First of all, it is necessary to familiarize the employees of the company with the first results of participation in a fair or exhibition. In particular, you need to be informed about:
the number of visitors to the fair or exhibition and the changes that have taken place compared to previous years;
acceptability of the stand location;
validity of architectural solutions for the stand;
correct choice of exhibits;
funds spent on preparation and participation in a fair or exhibition;
conducted marketing researches;
contacts with visitors of the fair or exhibition;
working with mass media;
messages in the media about the company's participation in the work of a fair or exhibition, etc.
Participation in the work of each specific international fair or exhibition does not always allow you to achieve the formulated goals. The fact that the results of participation in a fair or exhibition turned out to be worse than expected is the result of a number of reasons:
non-specifically formulated goals of the company's participation in the fair or exhibition;
Poorly presented and designed exposition of the company;
ignorance of potential visitors of the fair or exhibition about the participation of the company in its work;
Unpreparedness of the firm's personnel;
not fully using the possibilities of conducting marketing research of existing problems of product promotion;
An analysis of the company's participation in the work of each specific fair or exhibition that is not entirely justified.
From the reasons for failures listed above, it can be seen that the success of a company in the work of an international fair or exhibition depends not only on the employees directly involved in their work, but also on the work of the company as a whole and its top management.
What is the benefit of participating in international exhibitions?
Participation in exhibitions requires serious dedication: this concerns budget planning, personnel, information and other resources.
Nevertheless, such responsible and troublesome events justify themselves, helping to strengthen the brand, expand its influence, increase client base and sales growth. Occupying more and more confident positions in the market of goods and services, it makes sense to take part in exhibitions of various levels: first regional, then federal, and finally international.
To date, the question of whether or not to participate in exhibitions is no longer raised. But not all companies can afford to venture into international level events.
What gives the international exhibition
An exhibition of international status allows you to expand the influence of the company, find foreign investors, partners, customers. A successful performance at such an event can bring much greater benefits than a few years of fruitful work.
West or East: which direction to move
When choosing an event, a reasonable question arises: where should you direct your efforts and where to look for support? The Russian and European markets are actively interacting: the EU countries are becoming ever closer economic ties with Russia.
A promising direction is the East - this is China, India, Turkey and other states. Economic cooperation with these countries is also growing rapidly.
To a lesser extent, Russian businessmen have contacts with Australia and the countries of the American continent. This is determined, first of all, by a significant territorial remoteness, because transport and other costs in this case will be very significant.
International exhibition costs
The cost of participating in an international exhibition is tangible for any company, even the largest and most confidently standing on its feet. Therefore, such an important event is usually planned in advance, allocating a significant part of the annual budget for this. And the point here is not only the territorial remoteness of the exhibition venue.
An international event will require a more powerful legal support, .
The construction of stands and the design of the exposition also has many additional difficulties associated with the transportation, installation and dismantling of equipment. Of course, it is easier to deliver a relatively small booth and take a minimum of exposition material with you. Some companies do just that - they take only the most necessary things to the exhibition. Other exhibitors, on the contrary, strive to impress with the scale and attractiveness of the exposition, therefore they pay for the delivery of bulky structures, which is not cheap. They see a special pattern in this - the higher the status of the event, the larger and more noticeable the stand and its content should be. And it is difficult to argue with this, because in the conditions of fierce competition it is able to distinguish the company, to attract the attention of visitors.
What difficulties may arise
Participation in international exhibitions will inevitably require visas, customs clearance, flights and delivery of exhibits. In addition, it is necessary to resolve all organizational, legal and financial issues with the organizers of the event in advance. Therefore, exhibiting companies need to have their own lawyers and managers to prepare for the event, or seek help from special services.
It is important to establish a working communication channel that will provide mobile and on-line communication between stand attendants and representatives of the exhibiting company.
A certain problem is the language barrier. To successfully overcome it, you should turn to the services of professional translators. With their help, it is necessary to translate all promotional materials and documents into a foreign language. Usually translations are made into English, since it is the language of international communication. In addition, the materials are translated into the language of the state in which the exhibition is held. The participation of translators is required not only at the stage of preparation of the event, but also during its holding. Translators must certainly be included in the stand staff. It is important to select personnel who not only speak a foreign language, but also understand the specifics of work at the stand, and can also present the exhibitor in a favorable light. Beyond knowledge spoken language, it is necessary to understand and respect the traditions of the country with whose representatives the dialogue is planned.
Even at the stage of preparing the exhibition, attention should be paid to the rules and regulations of work that relate to foreign citizens. They may differ from the conditions applicable to representatives of their states.
Even less predictable moments may arise: for example, a different voltage in the mains, which will lead to unstable operation of the equipment. It is also worth finding out the rules in order to eliminate organizational misunderstandings. Special attention should be given to behavior in emergency situations- the rules for this part in different states also differ.
Thus, participation in international exhibitions is fraught with a number of difficulties for exhibitors. And this is not only a territorial remoteness and a language barrier, but also a different procedure for holding events, as well as differences in mentality. However, with systematic, purposeful and professional training, all these and other difficulties are quite surmountable. Moreover, the resonance and benefit from such events covers all costs and is compensated by numerous dividends.
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Participation in foreign exhibitions is indispensable integral part tools international marketing any company. Such exhibitions serve to achieve a wide variety of entrepreneurial goals.
Hardly any other marketing tool possesses their inherent ability to present the enterprise and its products in their entirety, while at the same time providing an opportunity personal contact with clients. personal relationship of trust between business partners become the most important decision-making factor today, proximity to the customer as strategic factor success - a key position in both international and domestic competition. Foreign exhibitions can also provide many necessary starting points for the implementation of entrepreneurial policy. To participate in international exhibitions with maximum effect, it is necessary to follow fairly obvious tricks and rules.
The uniqueness of participation in a foreign exhibition as an element marketing policy company lies in the fact that it allows you to play your game on foreign territory. You bring your exposition, but you don't look for a client in the places of his "deployment" - your potential consumers themselves come to the exhibition and visit your stand, although it is not at all easy to persuade them to become your clients. But this is precisely the art of successful participation in the exhibition.
At the exhibition, like nowhere else, you can "run in" new idea or new products. A sample that has not yet been put into production will give you an idea of its market potential based on the interest generated by it. In this case, you do not need to hire a team of specialists to predict its purchasing power.
The success of the exhibition for its participants has nothing to do with the number of visitors to the exhibition: this indicator rather characterizes the success of the organizers.
Approximately 50% of success depends on the correct preparation for the exhibition, and 25% - on the competent post-exhibition study of the opportunities that emerged during the event.
Many exhibitors complain that the return on the event does not even compensate for the cost of holding it. Practice shows that this is largely due to the underestimation of many factors and the erroneous ideas that the participants feed on the preliminary stage.
Exhibitions are not a marketing tool, but its most complex form. A well-prepared exhibitor must have the entire arsenal necessary tools: mailing lists, media marketing, trade advertising, public relations and many others. The more complete this arsenal, the higher the potential for returns.
Most high costs in the budget, as a rule, fall on exhibition equipment, although everyone expects the greatest return from exhibition advertising and other marketing tools .
Success does not always depend on the magnitude and size of the exposure. Sometimes a visitor does not have the courage to go around the huge stand of the supergiant, but he visits two or three small stands with pleasure.
Many exhibitions are held throughout the world every year. , and it is very difficult to decide which one to participate in. It is simply necessary for some industries to participate in a number of exhibitions. It is very difficult to get an idea of an exhibition without having visited it once, and therefore it is necessary to use every opportunity to visit various exhibitions. both at home and abroad.
It is desirable to know the actual scale of the exhibition, the number of participants, the type of visitors. It is necessary to compare this exhibition with others similar in subject matter and direction, which are held in your country and abroad. When deciding whether to participate in an exhibition, you need to consult with the sales department, which may have its own considerations.
Many companies when choosing an exhibition, they make the same mistake - the decision to participate in it is made only because there will be others. Forward-thinking companies always do thorough research first , before spending time and money on participating in a particular exhibition. They put forward a number of criteria for the success of the exhibition in the light of general company plans, which are also used in the evaluation of already held exhibitions . Times and trends are changing. The exhibition, which brought success to the company five years ago, this time may turn out to be unsuccessful and unpromising.
At this stage, the study of materials provided by the company organizing foreign exhibitions (sections of the exhibition, list of participants, proposed events, etc.) will help. The exhibition firm will be able to suggest the predicted size and profile of the expected audience, as well as answer any additional questions. Study the time of the event (it should not coincide with a holiday or a major event) and other similar positions.
The cost of exposure is usually estimated in dollars or euros per square meter. This includes the cost of booth equipment, the cost of rent, insurance, transportation and the salary of booth employees. The cost of building a stand can vary considerably, although prestigious expositions usually require better design, while purely commercial ones can be simpler or placed in showcases or on stands offered by the exhibition organizers. Typically, the contractor builds the booth to last until the end of the show, and then dismantles it and takes away everything else that can be used (this does not apply to models, photographs, slides, etc., which can be used and further). This is by far the easiest way to build stands, but it is often objected to by non-professionals. The most common idea is to create a booth that can be used repeatedly. This would make sense if all stands were the same shape and size.
Today, in the exhibition business, special exhibition elements and structures are used, produced by many companies and allowing you to quickly and reliably assemble stands of any configuration and purpose. Exhibition elements and structures (including electrical equipment, podiums, showcases, etc.) are easily disassembled and assembled, transported and reused.
There are special firms, including many exhibition centers, which own the necessary exhibition equipment, which allows them to mount stands to order according to projects developed by exhibition organizers. or exhibitors.
Having made a decision, you should think about the form of exposure. Successful are, as a rule, expositions where voluminous exhibits are exhibited, which can be viewed from all sides. Photographs, diagrams, illustrations, and textual material can be used effectively to support a voluminous main exhibit, but by themselves they do not have the necessary pulling power.
Today, along with the famous technical means-- cartoons, sound recordings, telephones that can listen to explanations in several languages, -- video equipment and virtual reality capabilities are widely used to show the real possibilities of technology, goods and services , technologies and know-how produced or offered by the exhibitor. More and more at exhibitions, the use of the World Wide Web is beginning to take place. In addition, modern exhibition structures allow, at the request of the exhibitor, to give the stand the necessary attractiveness and “individuality”. Proper use of existing exhibition equipment makes it possible to give each stand at the exhibition special individual features and, at the same time, create a single exhibition architectural ensemble without frills.
It is necessary to order exhibition services only from a specialized or from an advertising company that has an exhibition division in its composition. Cooperation with an exhibition company provides such advantages as cost reduction with more high quality, execution of the entire range of exhibition services on time.
Therefore, when implementing the exhibition budget, it is logical to approach the selection of an exhibition company, which first of all masters its main components: the cost of renting exhibition space and building a stand. And if a company performs a full cycle service - provides exhibition space, builds a stand, book a hotel, accepts stand attendants, arranges visas, organizes presentations, does printing work and souvenirs, then this is an additional advantage.
Deciding whether to prepare promotional material and whether to distribute it free of charge to all visitors or only to a select few depends on the type of exhibition. Often a small prospectus is published for free distribution, and a more detailed brochure for special distribution. It is recommended to prepare promotional material for each specific exhibition. All advertising material must contain the logo of the exhibition. If the exhibition is held abroad, it is very important to indicate the country of publication on printed products, and in some countries you have to pay a tax on the importation of literature, even if you can prove that it will be distributed free of charge. Language problems may also arise. Particular attention should be paid to the accuracy of translations into foreign languages.
The organizers of the exhibition, as a rule, invite representatives of the press on the opening day or the day before, and therefore it is extremely important to be ready to receive correspondents at your stand. It is also advisable to hold a separate press conference a few days before the opening, at which you can give information about your exposition. Sometimes an exposition prepared for a prestigious foreign exhibition is presented before being sent abroad to the local press.
At most exhibitions there is a press center where participants can distribute press releases and promotional materials. In this case, you should constantly monitor the availability of materials and, if necessary, replenish them.
The exposition should be managed by one person who has a reliable deputy. It may be the organizer of the exhibition, as he is familiar with all the details.
In a crisis, increased competition in industrial markets is forcing companies to look for new markets. Often such a market is located abroad. At the same time, in order to find consumers outside the borders of one's own country, it is necessary to take part in foreign exhibition events, conferences, etc.
Foreign exhibitions are not much different from exhibitions in Russia. However, the exhibitor will have to take care of the availability required amount translators or initially recruit employees in the team of booth attendants with knowledge of the language. Also, difficulties may arise with demonstration equipment - when crossing the border, the declaration indicates the purpose of transporting machines and machine tools, so it will not be possible to sell such equipment directly at the exhibition.
Business etiquette at foreign exhibitions
Neglect of business etiquette on the part of stand attendants is one of the most common mistakes that lead to the failure of participation in the exhibition. At the same time, the fault may lie both with the organizer of the training of specialists during the preparatory period, and with the employees themselves, who do not ignore these rules for various reasons.
To begin with, it is necessary to thoroughly study business etiquette and national features of communication with the stand attendants, which are characteristic of the country in which the exhibition is held. Such nuances relate to greetings, exchange business cards, presentation of promotional souvenirs, etc. In most cases this is not a problem.
As for the stand attendants themselves, even before the exhibition it is necessary to separately stipulate such things as unacceptable postures, the position of arms, legs - some things familiar in everyday behavior can scare away potential visitors to the stand, especially for young people who are characterized by a cheeky demeanor.
The list of the most common mistakes in the behavior of stand attendants is eating at the workplace. Every employee should have breaks for rest and food. Often, stand attendants limit themselves to drinks at the stand, but at the same time they leave cups in a conspicuous place - the stand instantly turns into a hybrid of an office and a kitchen, which also does not add solidity to either the stand or the brand. There should be no foreign smells, garbage, clothes, bags, etc. on the stand. Extraneous conversations should also be avoided - all attention should be focused on the target visitors. Ideally, the booth should have a fenced-off place for negotiations with important clients - in order to discuss the terms of a business transaction, it is worth creating the necessary surroundings for this and taking care to maintain trade secrets.
It is possible to ensure the fulfillment of all requirements for stand attendants only by constant monitoring. That is why it is necessary to appoint a person who will manage the exposition; during his absence from the stand, his duties should be performed by appointed deputies. Only personal responsibility and a clear distribution of responsibilities will ensure the required level of work of employees at the stand.
It is widely believed that a beautiful woman must be on the stand - this attracts the attention of men to the stand. This statement is very controversial, since the pretty representative of the weaker sex herself attracts attention. In any case, all employees at the stand must be highly qualified and have a decent level of knowledge of a foreign language. As an option, technical specialists who do not speak a foreign language must be accompanied by qualified interpreters. By the way, the search for translators with knowledge of the subject of the exhibition is worth looking for at the exhibition event itself. translator without knowledge technical terms at the exhibition - not the best solution, since such unprofessionalism lowers the level of the company in the eyes of the visitors of the stand.
As practice shows, the organization of international exhibitions and gaining a share foreign market is no less difficult than the promotion of goods and competition in the industrial market of Russia. That is why for successful exhibitions and finding customers should carefully consider their competitive advantages which may be of interest to foreign customers.
