Page 221 - International Marketing

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BRILLIANT'S Overseas Market 223

Pre Fair Planning
Once the decision is taken that the company should participate in
the fair or the exhibition, it must prepare an action plan to derive maximum
benefit out of this participation. It must see that all the organizational
problems associated with the participation are identified and solved. Sec-
ondly, it must prepare a marketing and follow-up plan to concretise the
leads that may be obtained during the fair.
The basic points which should be considered are following:
(A) Before the fair
1. Prepare market research report.
2. Draw up marketing plan.
3. Draft preliminary budget.
4. Make site booking.
5. Reserve hotel accomodation.
6. Appoint customs agents to clear exhibits and display materials.
7. Finalize budget.
8. Prepare publicity and advertising materials.
9. Submit draft stand design to fair authorities for approval.
10. Issue general invitation.
(B) During the fair
1. Ensure that the stand is adequately manned throughout.
2. Ensure that all the visitors to the stand are welcome and their
enquiries are answered and recorded.
3. Ensure that hand-out material is always available but not wasted.
4. Visit other stands to establish personal content.
5. Arrange follow-up appointments with visitors as required.
(C) After the fair
1. Arrange disposal of stand and exhibit in accordance with local
customs and regulations.
2. Complete details of all enquiries received and business conducted.
3. Prepare the action plan for following up enquiries.
When a firm participates in a trade fair or exhibition, it should ensure
that the persons. Managing the stall should be knowledgeable about the
company and its products. They should be empowered to conduct busi-
ness negotiations and should be clear about the objectives of firm’s par-
ticipation in the fair. They should be trained and experienced in managing
such trade fairs and exhibitions than company can achieve its target.