Exhibitions and trade shows can be a particularly effective way of making contacts and developing new export markets. They can also be a spectacular waste of time and money. Here we explore some of the pitfalls and suggest simple ways to make events work for you. 

Let’s start with the practicalities. If the event we have in mind is in another country, we need to pay particular attention to planning in detail, and the sooner we start, the better chance we have of avoiding failure. 

Some British companies have been caught out by relatively unnoticed consequences of Brexit. We left the EU, Customs Union, and Single Market in 2020, but as covid lockdowns came along very shortly, it’s only now that some major exhibitions in EU countries are back on the calendar. And participating in them will likely be very different. Essentially, we no longer have the freedom to move goods, equipment, people, or vehicles that we used to have. 

Anything we want to carry or ship to an exhibition is an export, as far as HMRC are concerned, even if it’s only being moved temporarily. How we meet the rules depends on what we’re taking, its value, whether it’s coming back unchanged and when. There are a number of ways to simplify the process and minimise the costs, including ATA Carnets, Merchandise in Baggage and in some cases, special arrangements with appointed couriers. What we can no longer do is just pack a car or van and drive there as we generally could before Brexit. Look into how you plan to move the things you need and make arrangements in good time. Above all, keep it simple. If you can source what you need in the host country of the event, that’s often the best plan. 

Check arrangements for people, too. UK passport holders no longer have the automatic right to work in an EU country. Most EU countries don’t need work permits for people participating in, or visiting an exhibition, but some do. Check in good time. 

If you’re carrying what you need in a car or van, check on the legal requirements for driving in the EU. Remember to check validity of insurance, driving licences and the new UK plates/stickers. You’ll need to carry the vehicle ‘logbook’ too, and if the registered keeper isn’t in the vehicle, or if it’s registered to the company, you need to carry a letter of authority too. 

That’s the main essentials. How do you make the best of an event in another country? 

That firstly depends on having a very clear idea of what you expect to achieve. Some exhibitors expect to come home with orders, and many do, but that very much depends on the type of business you’re in, the target customers and your products. Know why you’re committing to an event. Is it to generate sales, to find contacts, to understand a market better or to get noticed? Perhaps it’s all four? Your objectives will define how you prepare. 

Do as much as you can in advance to encourage targets to visit your stand. Research target companies, be they end users or potential distributors/agents. Let them know you’ll be there and include details of your stand number. Most of all, give them a persuasive reason why they should seek you out, such as an innovative new product or special offer. If you’re new to the market, explain what makes you and your products/services different. Try to arrange an appointment for them to visit your stand and be prepared when they arrive. 

Plan how you will welcome people to the stand. Ensure everybody knows why they’re there and what’s expected of them. Can you cope if a visitor doesn’t speak English, or is reluctant to do so? 

Some shows have quiet times. At the big, multi-hall shows, that can be when the show opens to visitors. It might be a while before the first arrivals make their way to your hall. Use the time to check out other exhibitors, be they competitors, potential customers, or companies with complementary/related products. No conversation or contact is ever wasted. Use quiet time to find out what you can. Conversations with other exhibitors can uncover information you may never find through Google or in market surveys. 

By contrast, your stand may also become very busy. Ensure you can welcome and handle visitors efficiently. Get contact details and keep a record of conversations and any follow-up actions needed. It’s good to have a method of recording enquiries quickly, whether electronic or paper and pen. Remember, every conversation is a chance to find out about the market as well as potentially to make a sale. It’s also your chance to make a good first impression. Don’t waste it. 

When the show is over, the work isn’t. It’s vital to carry out the follow-up promptly. Ensure you’ve made time available for this. It’s common to come home to a heavy workload, but don’t let those enquiries fester. 

Very importantly have a debrief. Think about what went well, what didn’t. Did the event meet your expectations? Was it right for you? Is there anything you’d do differently if you went again? 

Exhibitions and trade shows are a significant investment of time and resources. Used wisely, they can pay dividends. 

While you are here you may be interested in some Strong & Herd LLP training courses related to this topic, we offer a wide range of high quality training courses to support all importing and exporting activities. 

Beginners Guide to Export Development