Trade fairs are an excellent way of researching and entering foreign markets and should form a core part of any exporting firm’s export marketing strategy. A trade fair represents a concentrated exhibition in space and time of the products and services of hundreds, even thousands, of producers. They are generally held annually and range from highly specialised events focusing on a single industry to very general fairs such as our own Rand Easter Show.

Trade fairs hold significant importance for South African export businesses, as they offer a wide range of benefits and opportunities that contribute to their growth and success in international markets.

One of the most crucial aspects of trade fairs is that they enable South African businesses to showcase their products and services to a global audience. This helps increase market exposure and brand awareness, potentially leading to new business relationships, sales, and higher exports.

Moreover, trade fairs serve as a platform for networking with industry professionals, potential buyers, suppliers, and partners from around the world. These connections can lead to collaborations, strategic alliances, and valuable contacts that are essential for business growth and expansion.

In addition to networking, trade fairs provide opportunities for South African businesses to conduct market research. By attending these events, companies can gain insights into current market trends, customer preferences, and competitor offerings. This information can then be used to develop and improve products and services, making them more competitive in the global market.

Trade fairs often feature seminars, workshops, and presentations led by industry experts. These educational opportunities allow businesses to learn about new technologies, industry best practices, and emerging trends, which can be applied to improve business operations and maintain a competitive edge.

South African businesses can also benefit from trade fairs by understanding foreign market entry requirements, regulations, and certifications. This makes it easier for them to access new international markets and expand their exports.

Participating in international trade fairs sends a strong message about a business’s commitment to quality and professionalism. It also allows South African businesses to demonstrate their ability to meet international standards, enhancing their reputation and credibility in the eyes of potential buyers and partners.

Lastly, the South African government, through agencies like the Department of Trade and Industry (DTI) and other export promotion organizations, often provide support and incentives for local businesses to participate in trade fairs. This makes attending these events more accessible and cost-effective for businesses.

The benefit of trade fairs is that it all happens under one roof, thereby saving you time and money in reaching prospective customers. Good trade fairs will attract many buyers and sellers together at one time and at one place and they therefore represent a concentrated market in which you can gather information, learn about the foreign marketplace and trends in the marketplace, get customer feedback on your export products, identify buyers and/or representatives, learn about the competition and their products and even take orders. In order to be successful with your trade fair, however, it is essential that you plan your exhibition properly. For this reason it is important to:

1. Understand the different types of trade fairs
2. Formulate your objectives for participating in a trade fair
3. Select a trade fair that will meet your objectives
4. Prepare a budget for your trade fair
5. Book the stand
6. Organise to participate in the trade fair
7. Actually participate in the trade fair
8. Ensure that you follow-up on your trade fair participation afterwards