Promotion of exports through trade fairs

Many are the ways of promoting a country’s exports. Exchange of delegations, chamber to chamber contact and participating in trade fairs are all proven methods of export promotion. However, the effectiveness of all such methods can be measured only if there is sufficient follow up.

One of the methods to promote a country’s exports is to participate in national and international trade fairs. Participation in national trade fairs organised by the government or a chamber is particularly useful for small and medium producers and manufacturers whose products may be potential exports, but the capacity to develop is limited by various considerations. Such products will be picked out by larger exporters if seen at local trade fairs. It is also a cheaper way of showcasing one’s products to a larger clientele.

Participation in international trade fairs is an extremely effective promotional tool if used properly. International trade fairs, particularly those which have been held in developed countries and since of late in emerging economies are known to attract professional buyers from around the globe.

Certain international fairs, especially some product specific ones, are marked in buyers’ calendars for regular participation. As trade fairs are held all over the world, authorities in charge of export promotion should prudently source the most cost effective and beneficial ones to suit the products intended for promotion.

Participation in well-recognised trade fairs is not an inexpensive exercise. It is quite a costly exercise and it is for this reason that trade fairs in which to participate must be chosen extremely carefully in order to ensure that maximum benefits are reaped.

National pavilions at well patronised trade fairs afford the potential buyer as well as the exhibitor a sense of security that the exhibitor has been selected after checking the credentials of the exhibitor. Therefore, selection of participants to be represented in the national pavilion is as important as selection of a particular trade fair.

It is also important that an exhibitor participates regularly at least for three consecutive years in order to convince buyers of the stability of the exporter. Participation at trade fairs should not be considered a ‘one off’ exercise and whether or not one obtains orders the first time, continued participation is of importance.

This is also of importance as the export promotion agency incurs a fair amount of expenditure in organising a national pavilion with the intention of the country benefiting by its participation and such benefits can only be accrued if the country and the exhibitors participate continuously for a couple of years.

Participation at a trade fair can be effective if both the national agency and the exhibitor plan the participation properly. On the part of the national agency, the selection of trade fairs must be undertaken after a proper study of the effectiveness of the selected fairs.

Advice of the trade officer in the country where the fair is to be selected, selection of the fairs at least six months in advance, selection of participants well in advance, proper advertising through mailing campaigns and chamber networks are as necessary as the selection of exhibitors who have the capacity to export and are able to handle overseas markets, for effective participation with fruitful results.

Organising international style trade fairs in the exporting country is also an effective method of popularising exportable products and have the added advantages of being less costly for both the organisers and the exhibitors. It gives opportunities for a larger number of exhibitors to show case their products, gives an opportunity for first timers to learn how to participate in international trade fairs and also has added benefits by way of tourism promotion and inflow of foreign exchange.

However, locally held fairs too have to be held regularly around the same time annually for international buyers to mark their diaries for regular participation. They must also be organised well in advance – at least one year in advance – for effectiveness.

Participation in trade fairs is an extremely effective method of export promotion for a developing country desiring product diversification and new buyers if managed professionally.

(Manel de Silva holds an Honours Degree in Political Science from the University of Ceylon, Peradeniya and has engaged in professional training in Commercial Diplomacy at ITC and GATT. She has served as a trade diplomat in several Sri Lankan Missions overseas and was the first female Head of the Department of Commerce as Director General of Commerce.)