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Step 8: Preparing your export plan

You are here:Step 8:Preparing your export plan > Preparing an export marketing strategy for your firm > Export promotion > Sales promotion > Trade fairs and exhibitions > Booking the stand



Booking the stand



Once you have set your objectives, decided on which trade fair to participate in, decided to participate, and have prepared a budget, your next important step is to actually book the stand. You need to do this quite early on to ensure that you get the best space possible and perhaps to benefit from any discounts the organisers may be offering. The longer you take, the more risk there may be in either not getting space at all, or getting such badly located space, that it would not be worth participating in the first place.

Booking the stand also represents further commitment on your part and adds emphasis to the steps that follow.

Stand location

Selecting and booking a good location is the key to the success of your participation. Like with any retail operation, it is all about location, location, location! The earlier you book your stand, the better chance you have to get a good spot. Be firm in your negotiations with the organisers and demand to get a good position. They may want to hold you at bay because they hope to get a key client to take the best spot. Pressure them as much as possible for the sport you want and do not allow them to change your mind at later stage even if they offer you a discount.

Make sure that the location you have chosen is:

  • In a busy area - traffic is essential to success at trade fairs
  • In an area that most visitors will need to pass by to get to other key parts of the fair
  • Visible from various areas in the fair - allowing visitors to home in from different parts of the hall
  • Spacious enough for visitors to move by freely - a congested spot may cause visitors to choose another route or to be so focused on getting through that they miss your stand
  • Not overpowered by a major participant - this may result in visitors rushing part your stand to get to the main exhibitor

In terms of your stand and its design, the following factors should also be borne in mind:

  • A professional look will greatly enhance your status at an exhibition where your clients may not know you. Creating a professional look need not cost the earth. You may want to approach exhibition designers for help, or you may want to study some of the tips and hints we provide you.
  • Your stand need to be big - a smaller stand is cheaper and if professionally designed will have just as much impact as a bigger stand
  • A corner stand is one of the better locations to get
  • A location near a key focus point such as a lounge or meeting spot is also very beneficial

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Step 8: more information

Step 8: Preparing your export plan
      Synopsis of research already done
      Revisiting an export SWOT analysis of the firm
      Setting the export objectives of the firm
      Preparing an export marketing strategy for your firm
                  The export product
                  The export price
                  Export promotion
                        Sales promotion
                               Trade Fairs
                                  .Understand the different types of trade fairs
                                  .Formulate your objectives for participating in a trade fair
                                  .Select a trade fair that will meet your objectives
                                  .Prepare a budget for your trade fair
                                  .Organise to participate in the trade fair
                                  .Actually participate in the trade fair
                                  .Ensure follow-up on your trade fair participation afterwards
                        Direct marketing
                        Internet marketing
                        Personal selling
                        Internet marketing
                  Export distribution
      Preparing an export budget for your firm
      Outlining an implementation schedule for your export activities
      Preparing and presenting your export plan
      Obtaining approval for your export plan

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More information on Step 8
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
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