An exhibition is the place to see market developments, but above all to make existing and new contacts. It is an important part of their marketing mix for many companies. Many entrepreneurs can't wait to visit the fairs again.

There are many ways you can go to a trade show with your organization; but is placing your banner enough? Or is more needed? Yes, according to Erwin, the goal is also important and that goes beyond acquiring customers. Good preparation is necessary to get the maximum return from a trade fair.

During his presentation, Erwin names the Ansoff matrix containing four categories of market penetration, product development, market development and diversification. There are many differences when it comes to (new) products in a new or existing market, including the way the stand is presented. And how do you attract as many (new) visitors to your stand? The use of a local event can help with this, for example a show or a racing game.

There are also a number of trends at events; for example return on investment. Who's been there? And is the continuation of my visitor? We want to know a lot more about the visitors. Another trend is to have control over a fair yourself, as an exhibitor you can decide where, who and what you will do.

Karen Koelma has many years of experience visiting trade fairs and would actually visit and/or participate between 5 and 10 trade fairs next year. Good preparation is half the battle, which also applies to participating in a trade fair. Karen gave a number of practical tips for this:

  • Who are the other participants? Competitors or potential customers?
  • Where are they? You may not be able to leave your stand, so make a priority list so that it is clear which stand you should visit.

Would you like to know more about visiting or participating in international trade fairs? View the webinar or presentation. For more information, contact j.poutsma@wtcl.nl 

World Trade Center Leeuwarden supports companies with international ambitions and helps to professionalize export and import by offering knowledge and opening new markets by coming into contact with potential business partners through its worldwide network.