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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 > Types of trade fairs and exhibitions


 

 

Types of trade fairs and exhibitions

 

Introduction

According to the Export Marketing Handbook, trade fairs can be divided into several different types. These inlcude:

  • General fairs or specialised industry fairs
  • National, regional or international fairs
  • Fairs open either to the trade or general public only
  • Special event fairs or permanent exhibitions

Deciding on the type of trade fair you want to participate in

In deciding on a particular trade fair, you need to clarify which one of these types of trade fairs is the most suitable for your company and product. If you have a consumer-orientated product and you want to get customer feedback on your product(s), then perhaps a general trade fair that is open to the public would be the best for you (like our Rand Easter Show or the Pretoria Show). On the other hand, if you produce a highly specialised piece of industrial equipment, then a specialised industry trade fair is probably better suited to your needs. On the other hand, if you are want to reach potential customers in more than one country, then an international trade fair is probably best. Understanding the different types of trade fairs will go a long way in helping you formulate your trade fair objectives better, and will also help you select the best trade fair to participate in, in order to meet your needs. With the different types of trade fairs in mind, you can now move on to formulate and document your trade fair objectives.

 
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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 documentation
                  Export promotion
                        Advertising
                        Sales promotion
                               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
                                  .Book the stand
                                  .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
                        Publicity
                        Personal selling
                        Online 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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