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International trade fairs are the best marketing approach for a product to enter the global market
Story in: January-2026
Story: International trade fairs are the best marketing approach for a product to enter the global market
International trade fairs are a highly effective marketing method for entering global markets, serving as a powerful launchpad for meeting qualified buyers, testing products, gaining market insights, finding partners, and building a brand presence. However, success depends on strategic selection and preparation. They efficiently bring you to the prospect’s doorstep, providing a concentrated way to explore multiple markets and gather competitive intelligence. This makes them crucial for global expansion, despite the need for significant planning. Companies involved in international marketing use a variety of promotional methods to improve sales and their perceived image. Trade fairs can be an effective way to gain exposure abroad and increase potential sales. Despite the growth of international trade fairs in recent years, there are potential pitfalls, and they are sometimes not the best way to spend promotional budgets. Good strategy and strategic planning are required to fully exploit the opportunities they offer. One of the most important elements of the international promotional mix is the trade fair. The growth of trade shows in international marketing in the early 1990s was significant. For example, between 1989 and 1994, the number of companies exhibiting their products and services at trade shows increased by 30 percent. In the communications budgets of most international organizations, trade shows are second only to advertising. In the United States, the average business organization spends about 25 percent of its budget on trade shows. This is second only to personal selling budgets and ahead of direct mail and print advertising. U.S. businesses spend about $9 billion on trade shows for expenses such as labor costs, travel, and exhibition costs. According to estimates by the Trade Show Bureau, the trade show industry in the United States generates about $50 billion in revenue each year. To calculate the cost of trade shows, companies need to evaluate their effectiveness, such as image building, direct sales, increased product awareness, contribution to overall promotional efforts, ROI, and other firm-specific criteria. To measure the effectiveness of a trade show, the organization can evaluate several visitor factors, including: 1) attendees' planned purchases; 2) Sales generated from leads; 3) Cost per visitor: 4) Potential visitors to any given fair; 5) Number of qualified leads generated; 6) Sales generated from qualified leads; 7) Level of interest in the product among attendees; 8) Efficiency of the exhibit; 9) How well the firm's staff performed; and 10) How memorable the event was for attendees. Trade fairs are cost-effective because the cost per visitor of a stand (booth) at a trade fair is about one-third of the cost of a personal sales call. Additionally, it takes an average of about .8 sales calls to close a sale initiated at a trade fair, whereas personal sales require about five visits. Reasons to Attend an International Trade Fair. Trade fairs are a unique opportunity for sellers to come together to influence buyers who come together in an environment where buyers actively seek information about potential suppliers and their product lines. Research has shown that about 85 percent of trade fair attendees are key members of the buying center and have considerable influence over what products are purchased. In addition, the percentage of international trade fair attendees who intend to purchase the products or services displayed at the fair intends to do so within the next year. It has been found that buyers attend trade fairs to: 1) discover solutions to their known problems; 2) select vendors for purchase after the fair; 3) identify new ways of doing business; 4) have the opportunity to meet individual experts in their field of interest; and 5) evaluate the direction of technological advances. Trade fairs are used to influence resellers, buyers, and other members of the trade channel participating in the events. Objectives of Exhibiting at Horizontal and Vertical Trade Fairs. International trade fairs provide companies with the opportunity to generate sales and establish relationships with agents and distributors that can lead to permanent distribution in international markets. -Editor
Home Editorial Calendar International trade fairs are the best marketing approach for a product to enter the global market
Story: International trade fairs are the best marketing approach for a product to enter the global market
International trade fairs are a highly effective marketing method for entering global markets, serving as a powerful launchpad for meeting qualified buyers, testing products, gaining market insights, finding partners, and building a brand presence. However, success depends on strategic selection and preparation. They efficiently bring you to the prospect’s doorstep, providing a concentrated way to explore multiple markets and gather competitive intelligence. This makes them crucial for global expansion, despite the need for significant planning. Companies involved in international marketing use a variety of promotional methods to improve sales and their perceived image. Trade fairs can be an effective way to gain exposure abroad and increase potential sales. Despite the growth of international trade fairs in recent years, there are potential pitfalls, and they are sometimes not the best way to spend promotional budgets. Good strategy and strategic planning are required to fully exploit the opportunities they offer. One of the most important elements of the international promotional mix is the trade fair. The growth of trade shows in international marketing in the early 1990s was significant. For example, between 1989 and 1994, the number of companies exhibiting their products and services at trade shows increased by 30 percent. In the communications budgets of most international organizations, trade shows are second only to advertising. In the United States, the average business organization spends about 25 percent of its budget on trade shows. This is second only to personal selling budgets and ahead of direct mail and print advertising. U.S. businesses spend about $9 billion on trade shows for expenses such as labor costs, travel, and exhibition costs. According to estimates by the Trade Show Bureau, the trade show industry in the United States generates about $50 billion in revenue each year. To calculate the cost of trade shows, companies need to evaluate their effectiveness, such as image building, direct sales, increased product awareness, contribution to overall promotional efforts, ROI, and other firm-specific criteria. To measure the effectiveness of a trade show, the organization can evaluate several visitor factors, including: 1) attendees' planned purchases; 2) Sales generated from leads; 3) Cost per visitor: 4) Potential visitors to any given fair; 5) Number of qualified leads generated; 6) Sales generated from qualified leads; 7) Level of interest in the product among attendees; 8) Efficiency of the exhibit; 9) How well the firm's staff performed; and 10) How memorable the event was for attendees. Trade fairs are cost-effective because the cost per visitor of a stand (booth) at a trade fair is about one-third of the cost of a personal sales call. Additionally, it takes an average of about .8 sales calls to close a sale initiated at a trade fair, whereas personal sales require about five visits. Reasons to Attend an International Trade Fair. Trade fairs are a unique opportunity for sellers to come together to influence buyers who come together in an environment where buyers actively seek information about potential suppliers and their product lines. Research has shown that about 85 percent of trade fair attendees are key members of the buying center and have considerable influence over what products are purchased. In addition, the percentage of international trade fair attendees who intend to purchase the products or services displayed at the fair intends to do so within the next year. It has been found that buyers attend trade fairs to: 1) discover solutions to their known problems; 2) select vendors for purchase after the fair; 3) identify new ways of doing business; 4) have the opportunity to meet individual experts in their field of interest; and 5) evaluate the direction of technological advances. Trade fairs are used to influence resellers, buyers, and other members of the trade channel participating in the events. Objectives of Exhibiting at Horizontal and Vertical Trade Fairs. International trade fairs provide companies with the opportunity to generate sales and establish relationships with agents and distributors that can lead to permanent distribution in international markets. -Editor
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