Making the Most of a Trade Fair Presence

Trade fairs are a good way for companies to explore the national and overseas markets. According to experts, a good place to start in terms of finding the most appropriate events are organisations such as local Chambers of Commerce and other UK-based trade associations. Here you can meet people already involved in trading abroad and will be able to get unbiased advice as to which events are likely to be most lucrative for your product or services – and which to avoid.

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Thoroughly Research the Event

Having identified a potential event, don’t automatically assume it is the right one for your business. More research is required before you can ascertain this. Is it a regional or international event? Is it country-specific? Does it cover one market or several? The answers to these questions will help you to determine how appropriate it is for your business. It is also important to ensure that you have thought about how you are going to transport any items that you may pick up and if you need a Slough Same Day Courier or one near to the location of the vent you should plan this in advance.

It is also a good idea to gather as much information from the organisers as possible – ask for visitor demographics, floor plans, exhibitor lists, conference programmes and details of keynote speakers. If the event is a regular one a post-event report will be available on request.

According to experienced exhibitors,  one of the most important considerations will be who is attending the event – especially direct clients. Don’t forget to also check out who fellow exhibitors are and, if competitors are also attending, where they will be situated in relation to your stand?


How much will it cost to exhibit at the event? What do you hope to achieve and what sort of return on investment are you hoping to see? It is important to have identified clear expectations beforehand, mainly so that you can measure your success. Remember that you not only need to attend the event but also spend some weeks preparing for it beforehand and follow it up afterwards.

Adapt to the Market

If you will be targeting non-English-speaking clients, you will need to adapt marketing materials, stand, presentations and business cards accordingly. This can take some planning. You may also need to consider taking on some additional translators to assist you whilst at the exhibition. Learning some basic conversational language can also break the ice with new clients.