Article posted by UKTI Digital, for UK Trade & Investment
10 April 2012

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This is Part 3 of a three part guide to trade fairs and exhibitions. Links to Parts 1 & 2 are available at the end of this article.

  1. Make arrangements for re-shipment of unsold exhibits and in particular ensure goods imported ‘in bond’ are re-exported or are dealt with in accordance with other local Customs requirements.
  2. Ensure a responsible member of your stand staff has adequate local currency to settle local accounts and pay any charges that may be levied by the authorities before leaving.
  3. Consider that one member of staff remains available for up to 24 hours after the event closes to develop contacts made at the exhibition, analyse all serious enquiries and follow-up, assist your local representative (if you have one) with sales training/further product development and maximise the benefit of the opportunities identified at the exhibition.

Evaluation

Evaluating Your Stand

  1. Number of Business Outcomes
  2. Quality of Visitors
  3. Visitor Perceptions
  4. Number of “meaningful” meetings
  5. Number of active leads generated

Evaluating The Exhibition

  1. Who attended (your existing customers, potential customers, competitors?)
  2. Any well-known exhibitors not present?
  3. Other similar shows?
  4. Cost of exhibiting – was it good value for money?
  5. Location at show – traffic flow etc
  6. Perceptions of the people manning your stand
  7. Did your presence help to achieve your objectives
  8. Would you go again?
  9. Did anything go wrong – how would you avoid this occurring again?

Follow Up

  1. For Immediate Opportunities:
    • Email asap thanking for time
    • Possible phone call to develop relationship
    • Pass contact on to appropriate person for immediate action
  2. Any well-known exhibitors not present?
    • Email within 2 weeks
    • Make further contact every 3 months or as appropriate
  3. Other similar shows?
    • Email within 2 weeks and remind

Read the rest of this guide here:
Part 1 – Making the most of your exhibition: planning
Part 2 – Making the most of your exhibition: at the fair


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Article posted by UKTI Digital, for UK Trade & Investment
10 April 2012

Login or Register
to contact this user