EXPORT ESSENTIALS

Preparing for International

Travel & Tradeshows

Presented by: Allison BoultonExport Navigator Program ManagerJuly 18, 2017

Introduction, Agenda & Goals 10 minutes

Getting to Know You 10 minutes

1. Tradeshows: Preparation, During, & Post 40 minutes

2. Cultural Considerations 20 minutes

Final Thoughts/Q&A 10 minutes

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Agenda

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At the end of the webinar, participants will:

• Learn how to prepare for a tradeshow

• Find out how to develop tradeshow leads and have more successful interactions

• Use your trip to gain market insights on your competition

• Discover key etiquette and culture tips for doing business cross-culturally

Goals

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Introduce Yourself:

1. Your name

2. What B.C. community are you from?

3. Have you attended an international tradeshow and if so, where?

4. Are you considering attending a tradeshow? If so, where?

Activity – Getting to Know You

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Q: What are some things that could go wrong?

The Importance of Planning

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Three important considerations:

1. What are you goals and what is your budget?

• Why are you going to a tradeshow? Who are the potential clients you may want to meet with? How will your business be impacted?

• Budgeting is key! A typical tradeshow includes these costs:

– Transportation

– Hotel, local transportation, food

– Exhibition fee

– Samples

– Giveaways

– Booth decor

A) Preparation – Before Your Tradeshow

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Three important considerations:

2. Where do you find tradeshows and which is right for you?

• Government of Canada – The Canadian Trade Commissioner Service

• Internet Search by geography and/or industry (ie: furniture trade fairs Europe)

• Investigate duty rates, trade deals, currencies, and legal systems

A) Preparation – Before Your Tradeshow

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Three important considerations:

3. Should I be walking or exhibiting?

• Revisit your goals & budget – which makes sense for me?

• How much time/resources do I have to put into a trade show?

• Will I get the ROI from participating in a trade show?

A) Preparation – Before Your Tradeshow

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Q: Now that you have chosen to attend a tradeshow, how can you save money?

• Book well in advance (flights, hotel and trade show)

• Share a hotel room and stay near a metro or within walking distance

• Apply for funding: CanExport , Growing Forward 2

• Use a digital photo frame instead of an iPad for displaying photos

• Get your swag made in country

• Go to the grocery store and carry snacks with you

A) Preparation – Before Your Tradeshow

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Other important tips:

• Technology – will it work?

• Bring cash!

• Entry Visas

• Shipping samples

• Staffing your booth

• Marketing materials

• Work your network

• Your binder

A) Preparation – Before Your Tradeshow

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Packing – Keep it simple but bring a box of essentials!

• Business cards (generic)

• Pens, sharpies, highlighter

• Tape

• Extension cord

• Travel adaptor

• Stapler/Scissors

• Rubber bands

• Paper clips

• Medicine/Band-Aids

• Swiss army knife or all-in-one tool

• Map of Canada

A) Preparation – Before Your Tradeshow

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Q: What are some things to prepare in country?

• Know how to get to trade show (have a backup in case of traffic)

• Walk through your day & plan enough time

• Prepare what to wear!

• Know which entrance/gate to use

• Where do you get your pass, do you need ID ?

• If possible, set up the day before!

• Carry a map (don’t rely on your phone)

• Have the name of your trade show location & your hotel in the local language – don’t assume everyone speaks English!

• Stay healthy - workout, food, water

A) Preparation – Before Your Tradeshow

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Key considerations:

• Respect the local culture

• Make friends with other exhibitors

• Set goals for each contact you meet

• Leads are not only from visitors

• Make your booth functional

• Food attracts people!

• Draws/Giveaways/Swag

• Sitting vs Standing

B) During the Tradeshow

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Use your trip to gain market insights!

• Who is your competition in your new market?

• Pricing

• New products

• Packaging sizes & types

• See your competition in action

• Finding new service partners (eg: logistics, customs, agents)

B) During the Tradeshow

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You’ll Never Seal The Deal If You Don’t Follow-Up!

• Follow up is essential!! (1-3 days local, 7-10 days international)

• Get what you paid for

• Build your network

• Professionalism

• 3 ways to follow up – write notes, make call to action specific, keep the memory alive

C) Post Tradeshow

Q: How important is it to follow up?

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The 4 step debrief:

1) Immediately make a list of what worked, what didn't, what did you forget, what would you do next time

2) When you get back do a presentation to the rest of the team

3) In about 6-8 weeks analyze your ROI

4) In 2-3 months revisit your notes & decide if another trade show is right for you!

C) Post Tradeshow

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Q: What are some common cultural faux pas?

Cultural Considerations

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Cultural Considerations

Key general etiquette & cultural tips

• Matching your behavior with the culture

• Find a balance (keeping your values but honor the culture)

• Respect – you are in someone else’s backyard

• Learn how to say Hello, Goodbye, Thank You & a few numbers in the

local language!

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Cultural Considerations

Business etiquette - MEETINGS

• Consider protocol

• Greetings (handshakes, bowing)

• Exchanging business cards

• The concept of time

• When to talk price

• What signing the contract really means

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Cultural Considerations

Business etiquette - SOCIAL

• We are going to eat what?!?

• Alcohol – know your limit, stay within it

• Taboo discussion topics

• Remember this is still business!!

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QUESTIONS?

Thank you for your participation!

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A Learning Series to Grow Your Sales Beyond B.C.

Thurs, September 14 (1:00 to 2:30)

The New Canadian Free Trade Agreement – How to Trade with other

Provinces

Tues, September 26 (9:00 to 10:30)

Smart Global Money - Currencies, Credit, & Cash

*June 15th: Introduction to the Export Process and June 28th: CETA –

recordings available

Export Essentials

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Allison Boulton

Program Manager, Export Navigator

Email: Boulton.Allison@smallbusinessbc.ca

Web: http://www.britishcolumbia.ca/export/export-navigator/

For More Information Contact: