Guidelines for exhibiting abroad: from exhibition selection to business follow-up
Going abroad to participate in exhibitions is an important step for enterprises to enter the international stage. However, how to choose the most suitable exhibition among many international exhibitions, how to prepare before participating in the exhibition, how to obtain the best results in the exhibition, and how to participate in the exhibition. After following up with potential customers, these are issues that companies need to seriously consider.
The importance of choosing an exhibition
Clear the company’s own positioning
Companies need to formulate clear market directions based on the characteristics and application scope of their own products, fully conduct market research, and choose exhibitions that match their own development (7). For example, for high-end product manufacturers, the European and American markets are ideal choices due to their high standards (7).
Learn about exhibition information
It is very important to analyze the theme, coverage, and target groups of the exhibition (7). Enterprises should also pay attention to indicators such as the scope of exhibits and the number and composition of visitors at the exhibition (7).
Channels to obtain exhibition information
Enterprises can obtain exhibition information through a variety of channels, including organizers, industry associations, agencies, the Internet, industry media, peer recommendations, etc. (8). For example, agencies usually compile a year-round global exhibition plan and provide it to enterprises through channels such as their website or WeChat (8).
Preparation before participating in the exhibition
Make an exhibition plan
Exhibiting companies should clearly understand the purpose of participating in the exhibition and make preparations based on the expectations of the exhibition (1). Including new product preparation, market development plan, customer follow-up strategy, etc. (1).
Booth construction
Booth design needs to consider the purpose of the exhibition and the target group (11). A unified brand image helps to stand out among many exhibitors (11).
During the exhibition
Abide by exhibition rules
Enterprises should abide by the “Three Major Disciplines and Eight Points of Attention”, such as not displaying infringing products, not eating in the booth, not moving out in advance, etc. (13).
Notes
Exhibitors must dress uniformly to reflect the company’s good spirit (6). During the display period, attention should be paid to the safety of important items to prevent them from being stolen (6).
Business follow-up after the exhibition
Collect customer information
The salesperson should collect as much customer information as possible and keep records for subsequent classification and follow-up (5).
Category follow-up
Based on the collected information, classify customers according to their attractiveness and determine the priority order of contact (5). Adopt different follow-up strategies for different types of customers (5).
Conclusion
Exhibiting abroad is not only an opportunity to showcase products, but also an important means to enhance brand image and expand the international market. Through careful preparation, effective execution and meticulous follow-up, enterprises can gain more opportunities and development space on the international stage.
The above content is synthesized from multiple articles and is designed to help companies better understand and cope with the various challenges of participating in overseas exhibitions.