Going Global: Effective marketing at
a trade show
In today’s
rapidly changing marketplace local companies and consumers are interacting,
selling, and purchasing goods and services beyond Vietnam’s borders on a
regular basis, says the Ministry of Industry and Trade (MoIT).
With greater access to foreign markets such as
the ASEAN Economic Community (AEC) and EU created by Free Trade Agreements,
many local companies are now looking to expand overseas and to sell
internationally.
At first blush, these prospects come as good news,
as they present opportunities for growth into far off untapped markets – yet,
such opportunities are not without their own set of challenges.
While the idea of ‘going global’ may sound
attractive, the facts is most all local companies just can’t afford the cost,
time, and resource investment to market overseas,” said Do Thang Hai, deputy
minister of the MoIT.
“And they can’t look to the government for
assistance paying these costs either,” said Hai.
Hai said the MoIT’s current year budget for
marketing is only approximately US$4 million (VND 90 billion), which is
slightly lower than last year’s budget of US$4.5 million (VND100 billion).
But beyond the government’s limited budget, said
Hai, it’s simply up to local companies to pay for their own advertising
marketing cost. He suggests they learn how to use trade shows as a cost
effective way to expand their presence in international markets.
Pre-Show Marketing
One effective strategy is for local businesses to
attend and exhibit their products at all domestic trade shows. Obtain a list
of attendees from the organizer well in advance of the show and contact each
of them well before the trade show.
Set up breakfast, lunch and dinner methods with different contacts for
each day of the trade show.
Consider offering a free gift or sample to them
for visiting your booth, and be sure to mail them a coupon before the show
starts.
Elevator Speech
All of your marketing efforts at the trade show
should be aimed at getting one-on-one contact with each potential buyer to
make your pitch and close a sale. Create and rehearse a tight sales pitch you
can use over and over.
Sell Sheets
Have easy-to-read sell sheets at your pavilion
that potential buyers can pick up and quickly see your benefit. Make sure the
sell sheets are available for potential buyers even if no one is manning the
pavilion.
Link your elevator speech points to your sell
sheet copy and include your URL, phone number and email address. Make sure
you staple your business card to each sell sheet.
Freebies
Giving small gifts is an effective way to entice
potential buyers to your pavilion. Use freebies to get potential buyers
business cards so you can later create a mailing list of people you met at
the show.
Sponsorships and Ads
Sponsoring a breakfast, refreshment break, lunch,
cocktail party or dinner during the trade show and invite potential
customers. This sets your company apart from the competition and positions
you as a leader in your field.
Post-Show Follow-up
Many of your best contacts you meet at the show
won’t sign orders at the show and will wait to order after they return home.
Your post-show follow-up can be critical to determining whether or not the
trade show was a success.
Use the contact list you generated at the event
to send thank-you letters, sales materials and a heads-up that you will be
contacting them to answer any questions they might still have.
VOV
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Thứ Bảy, 12 tháng 3, 2016
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