A Shop Window in Europe

Abstract

Participation in European trade fairs should be an essential element of any marketing strategy for Europe. Already, every year, some 5,000 British exhibitors from large and small companies selling consumer products, capital goods and services take space in European exhibitions, a large majority attending the same event year after year. At present most trade fairs take place in West Germany and France, although virtually all countries in the European Community host some events. Eastern Europe too — notably Poland, East Germany, Hungary and Czechoslovakia — also stage important international trade fairs. Potential exhibitors should consider the following: Testing the market: Discovering from face-to-face contact with European buyers and agents the virtues and shortcomings of your product or service. Its acceptability in terms of design, price, packaging, delivery dates and specifications. Attracting customers: Although generally most potential buyers will come from the country hosting the fairs, buyers from all over the world visit European events — ranging from the Hanover International Trade Fair to the International Food Exhibition in Paris. Although some fairs only admit bona-fide buyers and agents, many also admit other visitors Meeting agents and distributors: Being an exhibitor provides an unrivalled opportunity to meet existing and potential agents from the host country and elsewhere. This means a substantial saving in time and money for the exhibitor: agents are coming to you rather than you travelling to individual agents spread over cities throughout the world. Making Sales: At the great majority of exhibitions, substantial hard orders are signed on the stands. Real business is done and real profits made. This is true across the whole spectrum of industry from food and furniture to medical equipment and machinery. Trade fairs are not only showcases but market places. Evaluating the competition: Trade fairs provide a unique opportunity to evaluate your competitors — and all under one roof. In a single day you can see more of your rival’s products, their literature and the interest in their goods than on any other single occasion. Invaluable on-the-spot information. Launch pad for new products: A European trade fair is an ideal launch pad for a new product or service. The potential buyers are there, consumer reaction can be assessed and widespread publicity achieved. Many British companies regularly use trade fairs for unveiling their latest products. KeywordsHost CountryTrade FairBritish CompanyPotential BuyerFair OrganiserThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.