How difficult can it be to prepare a successful trade show in Japan and Asia?

 

Well, many teams no matter how experienced they are, often miss one or two of the basic steps of trade show preparations, resulting in an under-optimized event.

 

Also, many project managers, especially those coordinating an exhibition for the first time, or the ones that have suddenly become the “person in charge” often struggle to successfully prepare a trade show.

 

As a little help, we compiled some of the general steps and tasks to help you with the preparation for exhibitions and trade shows in Japan and Asia.

 

Checkpoint

As you may imagine, the most important skill is schedule management and the ability to figure out and write down tasks while understanding the entire process.

 

Make sure you continue reading this article to find out about a set of common tasks for trade show preparations; also bear in mind this is a “general guide”, therefore you should think about, add up and prioritize certain tasks, such as those specific to your industry or target market; finally, it will help to put them all into one document such as a Gantt chart to properly manage your schedule.

 

 

Step 1. Determine Your Objectives and Select a Trade Show

 

The first and one of the most important tasks is probably understanding and setting your objectives. It is worth spending the extra time here so that you have a clear picture of what you are aiming at and are able to share it with your entire team throughout the process.

 

WHAT are my goals?

Is it perhaps, to expand your customer base? or, to launch a new service or product? or, to search for new business partners and/or distributors? or even being present at ‘that’ market is a must? 

 

Once you know which direction you need to be aiming at, it is time to look into the different choices the market is offering and search for the right show or event to participate in.

 

HOW would “this” event help me reach my goals?

Searching for the following information is a good way to start:

・Market conditions and growth expectation

・Event reputation

・Event’s results from the last 3 editions (total # of exhibitors, total # of visitors, total exhibiting floor space (m2 or sq ft), etc.)

・Visitor profile (breakdown by business areas, executive %, engineer %, student %, etc.)

・The general approach of the event (B2B, B2C, etc.)

 

If you do not have enough information nor time or knowledge, you should try consulting an Exhibition Coordination Service Company.

 

Recently many booth contractors have broadened their service portfolios, and provide some marketing/consulting services; a good agency should have some relevant information and may be able to guide you towards an optimal event.

 

 

Step 2. Setting a Budget

Practically every Marketing Campaign represents an investment; some have better cost-performance ratios than others, but one thing for sure is that only a few of them offer the unique opportunity to meet face-to-face with your customers and witness their reactions to your products, services, and company.

 

We listed below some of the most common items impacting costs to guide you through; but again, these are just the standards and you may need to take into account those that are specific to some events or particular to your business and/or your company.

 

Trade show participation fees

・Exhibiting space rental

・Utilities (electricity, plumbing, internet, etc.)

・Advertising and sponsorships at the event (usually offered by the trade show organizer)

 

Booth design and construction costs

・Custom stand design & graphic design

・Material transportation

・Drayage, construction, and post-show disassembly

・Furniture and equipment rentals

・Project management and other exhibit-house charges

 

Exhibition operation costs

・Catalogs and/or flyers printing

・Video & presentation production

・Product samples production

・Giveaway production

・Shipment of exhibit products, samples, brochures, and giveaways

・Assigned staff’s travel expenses, lodging, food and other allowances

・Booth attendants hiring such as receptionists, translators, MCs, models, etc.

 

 

Step 3. Booking Your Spot at The Exhibition

 

Checkpoint

Depending on the Organizer and Exhibition, you may need to fulfill this step more than 12-months ahead of time, but usually between 6 to 12 months should be enough.

However, our recommendation is to book as early as possible, as you may benefit from early-bird discounts, better stand location and avoid restrictions due to space availability, etc.

 

When selecting your space in the venue, take into account where the entrances, main halls, and special areas are located, in other words, plot the “people flow” to optimize visibility and the chances to be found by visitors and potential business partners.

 

Another important point is to carefully estimate the space you need for product display, storage, meetings and any other activities you will hold in your stand; cramped booths are usually uncomfortable for the attendees and thus can negatively impact the number of visits you may generate.

 

Some of Asia’s biggest venues are (by size):

・National Exhibition and Convention Center, Shanghai, China (404,400 sqm)

・China Import & Export Fair Complex (Pazhou Complex), Guangzhou, China (338,000 sqm)

・Kunming Dianchi Convention & Exhibition Center (DCEC), Kunming, China (310,000 sqm)

・Shanghai New International Expo Centre (SNIEC), Shanghai, China (200,000 sqm)

・Wuhan International Expo Center (WIEC) (Exhibition Center), Wuhan, China (190,000 sqm)

 

 

And some of Japan’s biggest venues are (by size):

・Tokyo Big Sight (Tokyo International Exhibition Center), Tokyo, Japan (95,420 sqm)

・Makuhari Messe (Nippon Convention Center), Chiba, Japan (72,000 sqm)

・Intex Osaka, Osaka, Japan (70,079 sqm)

・Port Messe Nagoya (Nagoya International Exhibition Hall), Nagoya, Japan (33,946 sqm)

・Pacifico Yokohama, Yokohama, Japan (20,000 sqm)

 

Source: UFI World Map of exhibition venues 2017 Edition, Revised Dec 2018.

 

 

Step 4. Hiring an Exhibition Coordination Company in Japan or Asia

 

Also called Booth Contractors, Stand Builders, Booth Constructors, Exhibition Coordination Companies, Exhibit Houses, etc., their role is to design, construct, sometimes operate and finally take down your booth or pavilion.

 

Hiring a good company will make a difference not only by ensuring an attractive design and quality construction, but also by acting as a business partner and taking away the hassle and burden resulting from the complexities of local business manners and helping you understand the local market better.

 

Here are some of the aspects to keep in mind when selecting your booth construction company in Japan and Asia.

 

Point

Construction Company

Commonly the best cost option

 Marketing Agency

Usually more sophisticated

Expo International

The best of both worlds
COMMUNICATION & CULTURE

Can they guide you with the local requirements and standards? Beyond that, can you get advice on how to approach the host-market?

 

  △  ○  ◎
DESIGN & TECHNICAL CAPABILITIES

Blueprint & layout production, 3D rendering, construction/fabrication, drayage, installation, takedown, and waste management

 

   ◎ △   ◎
BUSINESS UNDERSTANDING

Exhibition approach, marketing plan, content design and production, video production, SNS, etc.

 

 ×   ◎  ○

EXHIBITION CONSULTING

Best-fit exhibition study and advising, event-approach strategies, objectives and goal setting, post-event strategies and connections

 

  ×  ○  ○

 

As you can see from the scheme above, there are many kinds of exhibit-houses, therefore, the best piece of advice is to ask 2 or 3 companies for a quotation as well as a detailed description of their services to really assess their value proposition.

 

Once you have an overall understanding of design, prices & services you should be ready to select the best option for you.

 

 

Step 5. Set Specific Targets for the Chosen Event

 

Remember the reasons why you selected “that” tradeshow?

(expanding your customer base? being present in a particular market? launching new services/products? etc)

Well, one thing you don’t want to miss is setting SPECIFIC TARGETS, something to help you measure the success of your participation at the event.

 

For example, I need to generate at least 50 new business leads from this trade show; this objective is measurable, has a clear deadline and a clear target; and at the end of the show, you can easiy judge whether or not your goal was achieved.

 

Some common targets or KPIs used at trade shows are:

・Booth visitors or meetings held (#)

・Sales leads gathered (#)

・Potential projected sales from the show ($)

・New customers obtained (#)

・Brand recognition (measured via web and social traffic)

・Cost per lead ($)

 

If you are not new to the trade show, you should check your year-to-year performance and adjust the activities to improve your KPI results.

 

Finally, you should think about the resources to measure your KPIs while operating your booth.

 

 

Step 6. Designation of Booth Staff

 

Now let’s talk about the selection of the staff you should designate to attend the booth.

Below are some questions that will help you select the best people to run your booth:

・Who in your team should be present and interact with the clients on a face-to-face basis?

・Who has the best sales skills required to connect with the visitors at your booth?

・Who has the best market understanding?

・Who has the characteristics and energy required to enthusiastically attend the booth?

・Who has the analytical skills required to bring out the most information so that you can further develop your products and services?

 

Of course, you shouldn’t expect to find one member who will qualify perfectly, but if you can think of a combination of candidates who can work together to reach your goals you are well covered.

 

 

Step 7. Exhibit Products, Catalogs/Flyers, Giveaways, and Material Arrangement

 

Pretty straightforward; first, make a list of everything you will need in your stand during the show; when doing so, think of the little details, from pens & pencils to wipes & napkins. Then, assign a person, a team or a department to prepare these materials for the show.

 

A few words of advise:

・If your display(s) uses electricity, water supply, compressed air, gas and/or have any special requirements, make sure the information is communicated to your Stand Builder and that the necessary orders are placed.

・When exhibiting abroad, make sure the materials are translated to the target clients’ language; maybe it is silly to say, but we have seen many business opportunities shade away due to poorly communicated information.

・When designing handouts and giveaways, be sure to be sensitive to the needs, cultural norms, and expectations of your visitors. Even if your intention is good, it may unintentionally come out the wrong way.

 

 

Step 8. Travel Arrangements and Logistics

 

This can be thought of as an extension of business trip applications; try to book airfares and hotels as early as possible. Securing the best fare is not the only concern, but the availability of accommodation might be scarce when attending large exhibitions or busy shows.

 

Arrange hotel-venue-hotel transportation, if your hotel is far from the venue, and especially when you have a big team traveling for the show.

 

When arranging for logistics of exhibition material, it is best to hire a professional shipping company experienced in trade show transportation, as custom clearance procedures and local show rules can be quite specific.

Make sure to plan well ahead of time to avoid any risks of not having what you need at the show.

 

 

Step 9. Duties and Paperwork Required by the Host Country & Exhibition Organizers

 

・Visa application

・Booth plans for approval

・Electricity order

・Water/drainage, gas, air supply (if required)

・Permission for bringing hazardous materials, flame or heat-producing devices

・Booth cleaning

・Catering

・Exhibitor badge registration

 

Many decorators can submit stand construction-related applications at no extra cost or as part of their services; try asking them, maybe they have already taken care of some of them.

 

 

Step 10. Promote Your Participation

 

Some ideas for this step are:

・Promote your participation on your Website/SNS accounts well in advance

・Send postal invitations to your clientele, including tickets and/or directions as to how to reach the event and your booth

・Send the same information by email, as another way of a formal invitation; be careful if you add links as nowadays sporadical emails with links have a higher probability of being read as spam mail

 

 

Step 11. Last Little Things to Think About

 

Prepare a checklist of tasks to go over before the show opens everyday; for example, replenish brochure racks, check coffee and beverage stock, charge lead retrievers, etc.

 

Check the outlet-type of the host country and  pack plug-adapters.

 

 

Now that we have gone over the general steps of trade shows preparations in Japan and Asia, let’s briefly outline some general activities at the exhibition itself, post show follow-ups and dos and don’ts.

 

 

On Site, Before the Exhibition Starts

 

Check your booth, graphics and test your rental equipment; do a 360 inspection of your booth or pavilion, and if there is something wrong or missing, inform your contractor as soon as possible.

 

Run a rehearsal of the event; check the roles of the designated team members, their speech, their operational position, etc. and make fine adjustments.

 

Plan to arrive to show site with plenty of time, and make sure your stand is manned at all times, as an empty stand can potentially harm your company image.

 

 

During the Exhibition

 

・We recommend you enjoy the event; there is no better way to sell or promote your products and your services than with lots of energy and smiles

 

・Greet and be gentle to your visitors; explain shortly and clearly about your products and services in an easy-to-understand manner

 

・Gather as many business cards as possible and classify them in accordance with the chances of starting business with them

 

・Keep alert to your competitions; what are they doing? how does their booths look like? what kind of promotional activities are they engaged at? etc.

 

・Don’t forget to track your KPIs

 

 

After the Exhibition

 

・First of all, well done! Have some rest!

 

・Next, write a thank you note to your visitors

 

・Review your Sales Leads and act in accordance with your follow-up plan, or if needed make specific plans for them

 

・Share a wrap-up post on your website and/or SNS accounts

 

・Review the results of your exhibition KPIs; how did you do? what went well and what needed improvements? what kind of adjustments can you make?

 

 

 

Above information is a general description of the tasks involved in the exhibition planning process.

 

If you are planning to exhibit in Japan, China, Thailand, Indonesia, Malaysia, Philippines, Singapore, Vietnam, etc., please consider EXPO INTERNATIONAL Ltd. as your exhibition consulting and service partner.

 

We are one of the best options for international exhibitors coming to Asia, with over 35 years of experience in the exhibition industry and a team of international staff speaking more than 9 languages (English, Spanish, French, Italian, Chinese, Korean, Portuguese, Japanese, German).

 

Please contact us HERE for a completely free consultation about your next event, booth construction, exhibition advise, etc.