Testing foreign waters: International trade shows

Tradeshow lady 9586480Exhibiting at a foreign trade show can lead to a potential increase in sales, so it may be worthwhile for you to investigate whether it is time to take a trip.

One of the first decisions for you to make is whether you are ready to export. If not, it is a good idea to have a solid export plan in place before proceeding. Our section on Starting to export can help you begin. However, if you are already set, it may be time to think about attending a trade show in a country that you would like to target as part of your expansion strategy.

Which destination is the best fit for your plans? The Canadian Trade Commissioner Service can assist in finding out whether there are good business opportunities in the country you are considering. The free services provided can help you:

If time and resources permit, you may then consider a visit to the foreign market you plan to enter. Perhaps this will be a reconnaissance trip during which you establish relationships and attend a trade show as an observer before next participating as an exhibitor.

When you are well-prepared and have an effective strategy in place, exhibiting in the right foreign trade show can result in:

A careful use of time, effort and money can help prevent the opportunity from being wasted. Among points to ponder are the following:

Alternatively, if your initial legwork indicates that the time is not right for a foreign trade show, you may find a domestic one that is well attended by international buyers.

Find more tips on how to help make any trade show involvement successful in our section on Trade show marketing.

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