* These articles refer to fictional businesses.
Articles will be updated on a regular basis. Their aim is to provide you with thought provoking ideas, to profitably grow your business.
But Hardly Anyone Came.
Having never previously exhibited at a foreign trade show, CBA Ltd was looking forward to going to Frankfurt and showing off their excellent products.
The firm was headed by Pádraig, an experienced and innovative ICT designer. His employees included a Technical Director, a Research & Development Director and a Customer Service Executive.
They decided to push out the boat, investing in a large, attractive stand designed by a German company, with an excellent reputation and whose personnel spoke good English. A German interpreter would accompany CBA at the three day event, at considerable cost. They would show their capabilities, using all the latest technology. After all, they were cutting edge.
“We spent over € 22,000 on our trade stand, even brought cans of draught stout to highlight that we are an Irish company, but hardly anyone came by”, complained MD Pádraig afterwards.
They had fallen into the trap of preparing the product, the stand and themselves, even ensuring the language barrier would not be a problem. But they had not prepared for success.
Who had they personally invited? How had they advertised the fact that they were exhibiting? Had they chosen the most appropriate show? It is all about marketing. They had overlooked the most important element of any trade fair - their potential customers, their targets and their communication with them.
Distribution.
"We have three agents selling our product in the UK - one each in London, Glasgow and Sheffield..."
Distribution is about people and partners.
Many small businesses, when beginning to export, have insufficient distribution partners. Depending on your product, this example of three commission agents in a market the size of the UK might not be enough.
How pro-active is your support of your channel partners? Are you providing the back-up they require to be properly motivated about your product range? Are they happy with your promotional materials? Are they kept in the loop about new product developments?
How demanding of your distribution partners are you? How much do you know about the potential customers they are and are not communicating with? How often do you meet with them for updates?
Check back regularly for new articles. Call Pure Sales on 094-9027797.
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