The relationship and communication between sellers and buyers, and between companies and clients, have evolved.
Before digitalization, trade fairs were essentially marketplaces where companies sought new clients.
Today, more advanced companies start contacting potential prospects before the fair, sending emails with presentations, images, product videos, or arranging online video meetings. Relationships now develop online first, with the aim of presenting the offer and scheduling appointments.
The fair has become a meeting place with clients and company representatives often already known online. Trust is built gradually, and fair objectives have shifted from general promotion to targeted communication.
The Importance of the Company Website
When researching a product, company, or person, the first step is always an online search. First impressions matter.
The web provides a great opportunity to be visible, attract attention, spark curiosity, and generate interest without excessive investment.
It is essential to develop your website with professionals, not with amateur developers, and clearly present:
- The company’s offer
- Target audience
- After-sales services
- Product and service benefits (Why should customers buy them? What differentiates them from competitors?)
Studies in psychology and marketing help understand what content grabs attention, stimulates interest, builds trust, and maximizes website performance.
Choosing the Fair
Selecting the target country is not always rational. To optimize participation and costs, consider all aspects: not only physical or cultural proximity, but also competition, distribution, per capita income, habits, and the perceived value of your products.
Questions to guide fair selection:
- Why is participation interesting?
- Do I have the right skills and company structure?
- Is the timing right for my business?
- What are the overall costs?
- Do I know the host country?
- Who are the usual exhibitors and visitors?
- Should participation be individual, group, or sponsored?
The first step is a company check-up to identify strengths and weaknesses, assess the capacity to pursue an international strategy, and determine which products to offer abroad.
Next, investigate regulations, customs duties, transport, and competition (which fairs competitors attend, what they offer, and to whom).
Organizing the Fair
The months before the event are critical for success. Marketing and commercial promotion must allow time to:
- Identify the target
- Build a list of potential clients
- Initiate first contact (awareness)
- Define a list of qualified prospects (interest)
- Communicate presence effectively
- Schedule confirmed appointments
Once key messages and products are defined, communication consistency becomes crucial.
The target can include importers, distributors, wholesalers, retailers, store chains, agents, etc., but must be well-defined and segmented.
Sources of information include:
- Exhibitor lists from trade fairs
- Lists from ICE Agency, Chambers of Commerce, or CCIE
- Purchased specialized databases
- LinkedIn
Creating a database allows daily updates. Using a CRM or Email Marketing platform is recommended.
In the four weeks before the fair, visitors generally organize their schedules. Engaging them to secure a visit is strategic. Email confirmations work, but phone calls and personal interaction greatly increase their availability.
Trade Fair Staff
Poor staff selection or preparation can cause many missed opportunities. Studies estimate 70% of visitors are either ignored or inadequately attended.
Staff at the fair should possess:
- Openness and ease in interacting with people
- Active listening and genuine interest
- Confidence and competence
- Sincere and clear communication
- Team spirit, commitment, enthusiasm
- Advisory skills and expertise
- Flexibility and stress resistance
- Ability to assess if a client is genuinely interesting
Success at trade fairs depends primarily on preparation, organization before, during, and after the event. One cannot simply expect a queue of buyers waiting at the stand.
Today, the way companies interact matters, as do mutual knowledge, competence level, and organizational skills.