Home About Contact  
Export Assistance
Guides to Exporting
Finding Export Finance
EMIA
Export Consultants
Export Documentation
Register as an exporter
Proforma Invoice
Commercial Invoice
Letters of credit
UCP600
Packing Lists
Exchange Control Forms
Insurance Forms
Customs Documents
Document Completion Guide
Export Training
Training providers
Training calendar
Export Guide
Export Marketing
What is involved in export Marketing?
Export Marketing Channels
Using Export Agents
Finding Export Agents
The Role of Trade Fairs
Preparing to participate in a Trade Fair
Finding Trade Fairs
Inward Bound Missions
Outward Bound Missions
The Internet and Exporting
Website internationalisation
E-marketplaces
Export portals
Overseas Trade Missions
Embassies and Consulates
Financial Assistance for Export Marketing
ETO Systems
Dealing with Export Environments
Trade Agreements
Export Tools
Export Readiness Checker
Export Checklists
Export Business Planner
Export SWOT Analyser
Country Risk Evaluator
Trademap
Product map
Translation Resources
Currency Converter
Export Documentation
Document Completion Guide
SA and Foreign Tariff Databases
Export Software & Technology solutions
Tracking tools
Exporting & the internet
Export e-Newsletter
Export Law
Laws affecting Exports
Maritime Insurance
Exchange Control
SA Export Regulations
Trade/Maritime Lawyers
ITC Services
Trademap
Productmap

Export Marketing

You are here:Export Marketing > The role of trade fairs


 

 

The Role of Trade Fairs as a marketing tool

 

What are trade fairs?

Trade fairs are time- and (often) sector-defined marketing events at which the fundamental products and innovations of an industry or sector are exhibited by a variety of companies referred to as exhibitors and which are targeted at interested buyers and industry participants- the visitors. These trade fairs are usually organised by government, chambers, industry associations, or by specialised exhibition companies.

Trade fairs represent a real-time, interactive environment bringing together supply and demand in a certain industry. They promote the formation and growth of markets and market segments and one can distinguish three economic functions of trade fairs, namely the exchange of goods, the sharing of information and the promotion of products and organisations. The figures below show how trade fairs facilitate the exchange process.

Situation without trade fairs Using trade fairs
Situation without trade fairs
Using trade fairs

Source: Rowena Arzt – April 27th, 2006 – Deutsch-Polnisches Wirtschaftsforum

Trade fairs come in different forms

Trade fairs differ markedly from one another. Some are specialised; others general. Some have an industry focus; others have a consumer focus. Some are local; others international. Some are aimed at buyers; others at sellers. The table below provides a broad classification of trade fairs.

Characteristics

Type of trade fair

Origin of participants

Local, regional, national or international trade fairs

Range of goods offered

Universal/general, special interest or industry-specific

Type of goods

Consumer goods or industrial goods

Involved associations

Chambers, governments, international organisations, industry associations, specialised exhibitions firms

Direction of Sales

Import/buying or export/selling

Principal Task

Exchange, information or promotion

Source: Rowena Arzt – April 27th, 2006 – Deutsch-Polnisches Wirtschaftsforum

Opportunities and challenges for participants

Trade fairs offer participants both opportunities and challenges. These are:

Opportunities for participants

  • Gaining a quick overview of the marketplace
  • Fairs help to reduce uncertainty about an unknown market
  • Building business contacts and an impression of potential business partners
  • Being in the centre of public interest
  • Fairs represent a powerful marketing instrument to promote even complex products and services

Challenges for participants

  • Choosing the “right“ events and locations for participation
  • Increasing geographic distance leads to an increase in logistic complexity
  • The cost attached to event-specific brochures, staff, stand design etc.
  • Defining clear objectives regarding the participation

Trade fairs and marketing

Trade fairs are classified as a form of sales promotion – a sub-category of marketing promotion. They enable companies to undertake market(ing) research and to promote themselves. Some trade fairs even allow companies to sell their products, thereby helping to generate sales. They permit you to advertise your products and to generate positive publicity for both your company and its offerings. It is also a forum where you can make contact with potential customers and to sell to them on a face-to-face basis (linking personal selling to direct marketing).  A trade fair is like a shopping mall; a one-stop-shop where you can buy everything that you need at home. It enables you to do all of your marketing compressed into a short time-frame and single venue.

We strongly recommend trade fairs

We at ExportHelp are confident that international trade fairs are one of the best marketing channels available to the South African exporter. A trade fair represents a one-stop-shop where industry buyers and sellers come together for a few days to show what they have, to see what is available and to do business. There is no other business channel that provides such an intense marketing forum as a trade exhibition. The figure below illustrates the fact that trade fairs facilitate and speed up foreign market-entry strategies.

. 

Increase in costs and time needed to reach the same level of internationalisation

Source: Rowena Arzt – April 27th, 2006 – Deutsch-Polnisches Wirtschaftsforum

Trade fairs are not for everyone

Unfortunately, trade fairs are not for every exporter. It may be that there is no suitable trade fair for your particular industry in a specific country. Trade fairs are quite costly and may be beyond your financial capabilities (perhaps you should attend the fair not as an exhibitor but as a participant).

More information

Click here to learn more about preparing and participating in trade fairs
Click here to learn more about the incentives available from the DTI for participating in trade fairs
Click here to access a comprehensive list of tips and hints on participating in trade fairs.
Click here to access 100 great reasons to exhibit
Click here to access an example of a ‘lead’ form
Click here if you need some exhibition/trade fair ‘coaching.’
Click here if you want to attend a workshop on trade fairs/exhibitions?
Click here to read the article on “making the best of craft trade fairs”

 
Top of page


© Cornelius Bothma

Learning to export...
The export process in 21 easy steps
Step 1: Considering exporting
Step 2:Current business viability
Step 3:Export readiness
Step 4:Broad mission statement and initial budget
Step 5:Confirming management's commitment to exports
Step 6: Undertaking an initial SWOT analysis of the firm
Step 7:Selecting and researching potential countries abroad
Step 8: Preparing and implementing your export plan
Step 9: Obtaining financing for your exports
Step 10: Managing your export risk
Step 11: Promoting the firm and its products abroad
Step 12: Negotiating and quoting in exports
Step 13: Revising your export costings and price
Step 14: Obtaining the export order
Step 15: Producing the goods
Step 16: Handling the export logistics
Step 17: Export documentation
Step 18: Providing follow-up support
Step 19: Getting paid
Step 20: Reviewing and improving the export process
Step 21: Export Management
Export Reference
HS Codes
SIC Codes
TARIC Codes
Incoterms
Country Codes
Airline Codes
Airport Codes
Port Codes
Telephone Codes
Industry specific export control
Electricity Voltages
Transportation Types
Container Types
Hazardous Cargo Symbols
International Trade Agreements
Country Info
Export Documentation
E-marketplaces
Trading cycle
Export Articles
Export Glossary
Export Acronyms
Export Opportunities
Export portals
E-marketplaces
Export calendar
Inward Bound Missions
Outward Bound Missions
Trade Fairs SA
International Trade Fairs
Country Info
Country Help
SA Missions Abroad
Missions in SA
SA Representatives
Bilateral Chambers
Export Network
SA Economic Representatives
SA Missions Abroad
Missions in SA
Export Councils
Export Consultants
Export Trainers
Export Agents
Customs Clearing Agents
Trading Companies
Export Financiers
Chambers
Bilateral Chambers
Government Departments
Trade Associations
Freight Forwarders
Airline Companies
Shipping Lines
Road Haulers
Courier companies
Spoornet
Trade/Maritime Lawyers
World Trade Point Federation
South African Translators
Libraries
Universities with international Expertise
International Trade Statistics
Import and Export Statistics
Main Trading Partners
Main Export Products
Economic Statistics
SA Statistics
SA Reserve Bank
Trademap
Productmap
Data Mapper®
UNCTAD Statistics


SAinfo

     Our sister sites:

CountryHelp

Trade Training

FreightForwarderHelp

CourierHelp

AssociationFinder

LearnTheNet

     Other useful links:

Freight & Logistics Gateway

Freight quotes