Trade shows

Trade shows are held all over the world. The formats are usually:

• set appointment schedules between buyers and sellers (pre-scheduled appointments made before the event)

and/or

• an open forum that allows buyers to browse and visit stands at random.

Tourism New Zealand runs a number of specialised New Zealand trade shows around the world, and also coordinates a New Zealand presence at other events.

Consult the Events section of this website for a programme of what is coming up.

Please note that from January 2007, Tourism New Zealand will only accept formal applications from quality-assured operators (for example, Qualmark© licensed operators) for its trade events.

Non quality-assured operators can register their interest for events and will be invited to apply if the event is under-subscribed by quality-assured operators. For detail on the trade events this applies to, visit the Events section.

Before committing to a trade show consider the following:

1. Have clear objectives

Are you attending the show to maintain contact with clients, attract new business or launch a new product? Find out what sort of audience the show will have, and whether the show has a strong following.

2. Ensure the format of the show meets your objectives

Does it have pre-scheduled appointments? Can you share your stand with another operator?

3. Liaise with your Regional Tourism Organisations and Tourism New Zealand

If they’re involved with the show they could help you make contact with the appropriate people.

4. Establish your budget

Costs of attendance include: show deposit, airfares, accommodation, transport, meals, exchange rate, pre and post activity, staff costs, print material specific to the show, uniforms, booth display material and any follow-up cost.

5. Define your target audience

Check that the trade show is reaching
the appropriate target audience for your product, eg. choose a leisure travel show if you wish to build relationships with wholesalers and retail travel agents.

6. Connect with inbound tour operators

Many international buyers finalise their buying of product through an inbound tour operator. Before attending an international travel show you should first have established relationships with inbound tour operators in New Zealand.

7. Get market ready

Your product must be market-ready, meet buyers’ requirements, and be suitable for international markets.

8. Set your rates

Rates for your activity, attraction or accommodation are usually required to be set for a 12-18 month period.

9. Develop your material

You will need appropriate promotional material - enough for the show and follow-ups. Material should include brochures, fact sheets and images.

10. Check current buyers

Check with any international buyers you are currently working with and find out whether they are attending the show.

11. Ensure language capability

Attendance at some events is only appropriate for company representatives fluent in local languages and supported by brochures in these languages. This requirement is specified in the registration information on the Events section of this website.

Successful attendance at a trade show

Once you have decided to attend a particular trade show, you need to plan your involvement carefully.

Pre-show marketing

Do your own pre-show marketing to buyers, or work with other suppliers from your region to coordinate a joint marketing campaign - perhaps by direct mail or email.

Stand design

Your booth needs to reflect your brand and the benefits of your product. Create a point of difference that will attract the eye of potential buyers. Your booth also needs to be a good working environment for appointments. Don’t forget to include your industry accreditations.

Staff

The stand must be staffed at all times, and allow for unscheduled or double-up appointments. Staff will need to have a good understanding of your business and objectives. Be well prepared in advance for scheduled appointments.

Pre-scheduled appointments

Most trade shows offer a pre-scheduled appointment forum. You should also allow time to meet prospects who are not on your appointment list.

Morning and afternoon tea breaks and social functions often provide opportunities to network with unscheduled buyers.

Promotions

Creating a competition - either on your own or as a cooperative venture with other suppliers - can attract buyers. Entry forms are also an invaluable source of information for your database and follow-up information after the show.

Successful appointments

Most appointments are only 12-15 minutes long. Be friendly and welcoming, listen to the buyer and find out about their business and requirements. Understand fully what they wish to achieve from meeting you, then tell them about your product and how it can achieve their goals.

Make a note of the post-show action they require. Have kits with information sheets, brochure examples and images available to give out at the show, although sometimes people will prefer to receive this after
the event.

Follow-up

Follow-up should be undertaken as soon as possible after returning from the trade show. Letters and product kits should also be sent to buyers you couldn’t meet with.

Media

Often trade shows will have a specific media centre located on the show floor. Ask if you can have your media kits, press releases, etc displayed within the centre.