For us, this exhibition is great for building our brand exposure not just in Europe but also further afield because the expo attracts visitors from all over the world. Once this show is over the exhibition will be packed up and taken to France where it'll be on display until the end of the year.
More generally, what role do trade shows and exhibitions play in growing and developing your business?
We don't usually exhibit at trade fairs; that's the role of our distributors, who are more market facing than we are. We research and develop new products, trademark and patent those new products then partner with distributors to tap into their customer bases and distribution networks.
However, we do attend as many trade shows as possible to support our distributors because it gives us the opportunity to understand and meet their customers and get a good understanding of market demand and possible opportunities.
What strategies do you have when you go to these kinds of events that you've found produce good results for your business?
I think the ground work you do before a trade show is crucial. For high profile events we leverage the opportunity to build our brand awareness through a combination of PR, social media campaigns and invitations to attend the event.
Connecting with people before the event is important. Trade shows and exhibitions are great meeting points, especially when your customers or potential partners are located in different cities and countries. Inviting people who are important to your business to attend, and meeting with as many people as possible during the event I think is key.
What advice do you have for others wanting to get the most out of trade shows or other kinds of exhibitions?
It's important to attend shows to understand what's happening within your industry, how the market is responding to your products, and to keep an eye on what competitors are up to. Plus they're always great networking events.
My take is that it's all in the planning, so my advice is don't underestimate the value of good set design for your exhibition space. Trade fairs are highly competitive places and you need something special to stand out from the masses and draw people to your exhibit. And support all your good efforts on the stand with interesting and engaging social media coverage.
Coming up in Small Business: What are some business owners doing to upskill themselves? How have they prioritised what they need to upskill on, where have they got the help they needed, and how have they resourced the process? If you've got a story to share, drop me a note: nzhsmallbusiness@gmail.com
