Trade show exhibits require
detailed planning and oversight to be effective. Particularly if your company is based in another
country, the idea of carrying out the minute
planning needed prior to the event, thinking through
the flow of the work so that the event will run
smoothly, and following up after the show can be a
daunting challenge. You might be worrying, “Are the
preparations really perfect?” “Will we get any
appointments to discuss deals?” “Can we really run a
booth overseas?”
Drawing on our staff’s
extensive business experience and networks in Japan
and the United States,
Arco New York
offers marketing consulting and trade show advisory
services tailored particularly to Japanese companies
that are entering or expanding their sales in the US
market. At the same time, through our affiliated
firms in Japan, we are able to offer similar
services to American companies seeking to exhibit at
trade shows in Japan.
Exhibiting products at a trade
show is an important element in marketing strategy,
offering a practical and highly effective way to
test your product’s appeal in the US or Japanese
market. However, to achieve your objectives at a
trade show, a lot of issues need to be considered
and resolved, and detailed planning before the event
is critical. By using
Arco New York’s
Trade Show Advisory Service, our clients can rest
assured that their exhibit will run smoothly and
professionally.
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Pre-Show Planning Period
1. Target Industry Research and Approach
The industry representatives
who attend and participate in trade shows are your
company’s potential customers. Whether or not you
notify each target organization in advance of your
presence at the trade show makes an enormous
difference in the number of visitors you’ll have at
your booth. In addition to the normal notices and
guides that the trade show sends out,
Arco New York
prepares private invitations for each target
company, distributes releases to a focused group of
industry-related individuals and organizations, and
supports our clients in setting up appointments for
business meetings during the trade show.
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2. Media Approach
In addition to the trade show
press release,
Arco New York
can distribute a single-company press release
broadly, using not only the media list from the
trade show organizers, but also our own networks and
research to reach the most appropriate targets.
Arco New York creates a press release that can attract media
interest by stressing the different and unique
aspects of our client’s product, and we distribute
releases multiple times prior to the trade show.
Having a pre-show media strategy sets companies
apart in terms of self-promotion and post-show media
exposure.
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3. Survey Preparation
One of the keys to a successful
trade show experience is getting the maximum amount of
feedback about the products displayed in a limited
timeframe. In order to effectively gather contact
information and product feedback from visitors to the
booth, Arco New York works with its clients to prepare the necessary
questions and create a product survey form in English
for use during the show.
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4. Exhibit Booth Design
In a sea of exhibit booths, making
sure that your booth décor makes a strong impression
that sets it apart from the others is important not just
as a way to draw the attention of visitors, but also as
a way to establish the professional image of your
company. As a result, the booth should be one of the
priority issues during the planning phase.
Arco New York offers total support for booth preparations, beginning
with ideas for the booth décor, coordinating and
overseeing the procurement of the necessary materials
and equipment, and handling the booth set-up when the
event begins. By leaving the booth preparations to us,
we make it easy for our clients to concentrate on making
their trade show experience a success.
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5.
Production of
Promotional Materials
When participating in a trade show, it is critical
that you have English-language materials such as
company brochures, product pamphlets, and sample
order forms that can be distributed to interested
visitors. Here again,
Arco New York
provides total support. We work with
native-English-speaking translators and US-based
designers to create text and design appropriate for
the US market, oversee the production of materials
for use at the trade show, and make sure that those
materials get safely to the trade show site and then
to the booth.
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6.
Pre-Show Training for Booth Personnel
Arco New York prepares a training manual prior to the show in
order to first clarify the objectives and goals
of the company’s exhibit, and then to provide
the necessary information that the staff will
need to work together and achieve those goals.
The manual sets out the overall flow of work and
the division of labor, for example, to make sure
that the booth runs smoothly. Ideally, we
suggest holding a comprehensive training session
several weeks before the trade show begins,
based on the manual, and then conduct a briefing
again just before the show begins. In addition,
if extra booth personnel are needed,
Arco New York can dispatch staff to assist. |
During the Trade Show
7.
Show Management on Site
When participating in a trade show overseas, knowing
how to communicate with the visitors to your booth
is crucial. On the day of the show,
Arco New York staff will take the lead in conducting surveys with
visitors to the booth in order to get greater
feedback on the products, and that information will
be analyzed and compiled into a report following the
show. This information offers an important basis for
a future US marketing strategy. In addition, Arco New York staff will supervise the booth during the show,
helping to respond to any situations that may arise
and offering advice and guidance as needed to the
booth staff.
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Post-Show Follow-Up
8.
Follow-Up Work
Using such things as the
questionnaires and a leader (equipment that inputs
data on the attendees at the show),
Arco New York sorts out the relevant industry representatives’
contact data (e.g., who should be contacted right
away, within two weeks, within the month, or simply
added to a mailing list), and creates a prioritized
follow-up list. Particularly for those visitors who
should be contacted immediately, Arco New York can support our clients by acting as their US
representative. By getting in touch right away on
our client’s behalf, potential customers see our
client’s company as providing fast, high-quality
customer service. Arco New York understands that the time and actual expense
required to participate in a trade show—and
particularly one held in another country—is not
necessarily a small investment. Precisely for that
reason, Arco New York believes that our mission is to help our clients
refine their medium to long-term marketing strategy,
maximize their resource allocation in order to
achieve those goals, and develop a plan for US
market entry or expansion that makes full use of the
trade show exhibit.
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