1. roles of exhibition in promoting domestic products form

Training Session 5

1. Roles of exhibition in promoting domestic products form China: mandates & strategies

2. Supporting B2B activities as a BSO

Training:

Setting up export promotion services in

agri-food sectors

Project:

Support of Regional Economic Cooperation in

Asia (SRECA)

Experts: Ferry Böhnke and Kathrin Seelige

20th of April 2021

Agenda

Part 1

1. Short welcome of the day

2. Roles of exhibition in promoting domestic

products form China: mandates & strategies

3. Questions and answers

Part 2

1. Review of the assignment

2. Different kinds of B2B events as BSO services

– overview and benchmarking

3. Supporting and preparing companies for B2B

events

4. Questions and answers

5. Wrap Up and Conclusion

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Reflection on assignment 4

What kind of B2B events can be organized by a BSO for its clients/members?

Only 4 organizations submitted the assignment. The assignments are tools for you to reflect

and think about improvement you can make in your daily work. → You can use these tools even

after our training.

Make sure to download all the material from our platform!

Question:

Would you like to share your thoughts on the assignment?

Type in the chat:

What did you learn last session about digital services?

What service did you keep in your memory? (“We should do that!”)

Enabling international B2B and networking

between sellers and buyers

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B2B events on the international level

➢ Which kind of international B2B events are

you familiar with?

➢ Have you participated in any international

B2B events?

Please type into the chat:

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International B2B and networking

What kind of B2B events can be organized by a BSO for its clients/members?

We will explain the following B2B services

in more detail:

1. National pavilions at trade fairs

2. Incoming and outgoing trade missions

3. Virtual B2B event

TIP: We have uploaded a lot of material such as templates onto our platform. Make sure

you download the material. It can become really helpful to you in case you want to really

organized one of these events in the future.

National pavilions

at trade fairs

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Trade exhibitions are one of the most important B2B tools for companies

Survey of the Association of the

German Trade Fair Industry

(AUMA).

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Characteristics of a national trade fair pavilion

▪ Exhibiting as a company at a trade show is very expensive. It is also not easy to organize a

trade fair stand by yourself as a company. → Many countries offer their companies support by

organizing joint trade fair participations:

▪ The costs for the company is not as high (usually subsidized).

▪ The government-funded organization takes care of the logistical issues.

▪ The companies profit from the joint country image.

▪ BSOs can also offer B2B support to the participating companies.

▪ A general rule: The more economically developed a country becomes, the more national trade

show pavilions are offered to its business.

▪ But probably also true: The more a country offers companies to exhibit at international trade

fairs, the faster the business can develop internationally.

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Examples of national trade fair pavilions

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How to organize a national trade fair pavilion?

▪ Financing

▪ A national pavilion costs between 800 and 1.000 EUR per sqm (depending on the trade fair as

well as the sophistication of your stand design).

▪ Individual exhibitors should have a space of 5-10 sqm. Joint spaces e.g. for meeting tables

enable smaller individual spaces.

▪ Participating companies should pay a participation fee, but it will probably not cover 100% of

the costs. → The government usually budgets for export promotional national stands.

▪ A dedicated team / an exhibition department

▪ Organizing a country pavilion does not require a particular education, but a lot of dedication,

planning skills and willingness to learn.

▪ A good concept

▪ Most common mistake: Countries do not give individual spaces for exhibition of singular

companies and instead advertise “the country”. This usually does not lead to business contracts

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Select the trade shows according to real market demands!

▪ “It is too expensive! We will never be able to finance this!”

→ The return of investment can be incredibly high!

→ A good event can boost your national exporter’s performance!

▪ But select the event well!

▪ Is this trade fair covering a useful target market for the participants? Is it a leading trade fair in the sector?

▪ Do you have enough national companies who would like to participate? Unsure? Make a survey!

▪ Can you secure the necessary budget and qualified staff to handle the project?

▪ Can your co-exhibitors meet the market demands and sector specific regulations?

▪ Download all materials from our platform!

A good manual: “Guide_Country_Pavilion_Organization”.

Incoming and outgoing

trade missions

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Characteristics of trade missions

▪ Trade missions …

▪ … are travels for business women and men to foreign markets.

▪ … are organized by an organization to support international contacts.

▪ … are done after a thorough market research.

▪ … enable participants to meet relevant business

contacts in the target country.

▪ … can be outgoing or incoming.

▪ Trade missions can be a service of your BSO.

→ Participants should pay ...

▪ … for their own travel costs.

▪ … a fee for the organization, covering

the expenses.

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How to organize a trade mission to another country?

▪ A good concept

▪ Focus on a specific sector, which attracts participants!

▪ Focus on a specific market for the specific exportable product!

▪ Do a through market research for the targeted country!

▪ Partner up with an organization in the target country! Only with a good partner will you be able

to provide good networking meetings in the target country!

▪ Financing

▪ Organizing the mission is a very valuable services. The participation fee should cover this

services!

▪ If your staff accompanies the travels, make sure the fee covers these travel costs!

▪ The BSO needs to be able to make payments in the foreign country, e.g. for hotels etc.

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Trade fair visiting mission

▪ A specific kind of mission could also be the visit to a

specific trade fair in a group.

▪ In this case, the trade fair visit is the main objective –

additional B2B is then not obligatory.

▪ Benefits for the participants:

▪ Organization of all travel, including hotel, visa, etc.

▪ BSO can give guidance around the trade fair, e.g.

offer preparation workshops.

▪ BSO could help with language issues / translation.

Especially for SME an extremely valuable service!

Virtual B2B event

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Characteristics of a virtual B2B event

▪ The event is limited in time – unlike for example a permanent online buyer-seller platform.

▪ The primary objective is to enable 1:1 B2B, mostly through a video option, at least by live chat.

▪ Additional interactive methods can be added, such as including conference and plenary

discussion sessions.

▪ Participants have an online profile, but there are no virtual booths (thus the technical

maintenance of such an event is much less complicated compared to a trade fair).

▪ A virtual B2B can be organized without a linkage to an onsite event, or it can be organized

linked to an onsite event (the event is then called a “hybrid” event).

Let’s look at some examples!

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Virtual B2B event example:

EXPO VIRTUAL ALEMANIA LATINOAMERICA

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Virtual B2B event example:

MADE IN AFRICA B2B EVENT

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Planning the organization of a virtual B2B event

Hints and recommendations:

▪ There are many software service providers available to help you organize such an online event

→ You will need to chose one for your event. You find the profile of 15 service providers in this

document on the platform: ”SIPPO_Overview Virtual B2B Platforms”

▪ The most important aspects are:

▪ Enable participants to create a meaningful profile!

▪ Enable direct meetings via a video call function!

▪ The more additional events such as conference sessions or webinars you add, the more

complicated will the organization be and the more human resources you need.

▪ Financing such an event can usually be easily organized, if you ask for a small participation fee

or look for sponsors. The costs for the event software are not too high (often lower than 2.500

EUR). But do not underestimate the human resources who need to prepare and mange the

event!

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Positive aspects and chances:

▪ People do not need to travel and spend money on traveling – even

outside a health crisis is this a positive aspect.

▪ If the profiles are well filled in, participants can easily identify possible

interesting partners for them.

▪ If the sector of the event is well defined, good contacts can be made.

(BUT: If the event is too broad, the opposite becomes true)

▪ Usually, it is technically not too complicated to organize such an event – if

you have a good service provider for the software.

▪ Once the software handling is learned, the type of event can easily be

repeated.

▪ In most cases, participants with a basic understanding of the virtual world

can handle such events well.

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Negative aspects and challenges:

▪ Motivating people – especially international buyers – to participate is really difficult.

→ Partner up with BSOs in the target country for marketing purposes→ Make a good marketing strategy, plan for financing this

▪ The marketing skills of companies in developing countries are often not as good, so they have a hard time presenting themselves well (in their profiles and also in 1: 1 calls).

→ Make training for companies part of the activity

▪ Business representatives often have very poor English skills. Virtual meetings become more difficult in this regard than physical meetings.

▪ Using an unknown software can be a challenge for participants.

▪ Poor internet connection can influence the success of the event.

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Do you have any questions?

Supporting and preparing companies for B2B events

In B2B activities, it’s all about…

finding

the perfect

match

How to achieve the perfect match?

Your role as a BSO could be to:

1. Engage in direct b2b matchmaking for your companies

2. Guide your companies in finding the right match

3. Enable them to adapt and fit into the market

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Preparation of your B2B matchmaking activities

• No matter what event you plan, it takes a lot of planning and effort to succeed in direct B2B!

• Remember: Your goal is to provide a good match for your exporters and the importers !

(Potential) Trainings

B2B Meetings

& Coaching Step 1: Pre-selection

of exporters

Step 2: Selection

of importers

EXPORTERS

IMPORTERS

Preparation Process

Steps 3 + 4: Invitation of

importers

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Step 1: Pre-Selection of Exporters

Careful selection of exporters for a b2b activity matters, because:

• you want to match the target group

• you want to have professional export companies with high quality products which meet the

requirements of the target buyers

• you want to improve the image of your country by having motivated and well performing

companies

• “black sheep” can have a negative impact on the whole sector / country and your reputation

• you want to offer a good variety of different products and companies at your b2b event to attract

more international buyers

• As a BSO, you need tangible and sustainable results

The company…

1. is a formally registered enterprise in terms of the local legislation

2. is tax compliant in accordance with the regulations of the local tax legislation

3. is insured regarding public liability cover for clients

4. offers exportable products

5. meets sector relevant standards and holds the sector specific certifications (e.g. organic,

HACCP etc.)

6. holds necessary export licenses

7. holds other sector specific licenses and documents

Minimum hard selection criteria

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Selection criteria

Your participants should be fit for matchmaking

• Does the exporter with his product(s)/service(s) fit the overall mission

concept?

• Is there a market for the product of the exporter?

• Do they meet the market’s requirements?

• Can the exporter compete in quality, performance and price?

• Does the exporters business strategy fit with the going buyer and

consumer requirements? I.e. CSR, ethics etc.

• Can you meet the exporters expectations?

• Is the attitude of the exporter in line with what you want your

participants attitude to be?

Step 1: Selection of Exporters

Example from IPD: b2b during trade fair « Incosmetics » ( April 2nd – 4th 2019)

General Context of the activity:

• IPD supported 9 pre- selected exporters during the event, 7

alone from Tunisia

• Most of the Tunisian exporters exposed at the local partner

BSO’s pavilion (CEPEX)

Step 1: Prepare a company profile for each selected exporter

• Collecting all relevant data during selection process

• Cast it into a uniform format

• Creating an attractive exporters catalogue

Company Profiles

A quick introduction providing all relevant details at a glance!

Company logo

and name

Company pictures

Introduction and USP

Details on products

(portfolio, volumes,

certifications, supply

chain)

Contact details

Where to find your customer?Step 2: Selection of importers

Based on your group of exporters, try to identify most promising importers:

1. Which market offers good opportunities?

2. Which market segment do you want to target?

3. Which is the most promising distribution channel?

4. What services could the importer offer to your exporting companies?

5. What about their experience in the target market?

6. Do they have experience with your origin and / or products?

7. Do they match in terms of size and standards / requirements?

8. Do you have any information on their reliability?

9. Would they be interested in any of the products you offer?

Step 2: Selection of Importers

Make sure you find a good match for your exporters!

Preparation Process

Example from IPD: b2b during trade fair « Incosmetics » ( April 2nd – 4th 2019)

Send out 2 - 4 weeks prior to the event (not too long, not too short in

advance! )

• 969 mails, out of which 557 in German and 412 in English

• 969 key individuals representing 879 companies

• The server registered that

• 285 recipients opened the mail (= 29%)

• And 40 clicked on the link to see the company profiles (= 4%)

• These numbers are pretty comparable to other trade fair

participations

Step 3: Invitation of Importers via mailing and newsletter

Preparation Process

Example from IPD: b2b during trade fair « Incosmetics »

• One consultant spend 20 hours (2,5 days) in phone calls with prioritized buyers.

• Buyers’ contacts were taken from our CRM and cast into a contact list .

• The consultant was very familiar with the import sector and the exporting companies,

knowing most of the buyers and producers from previous events.

• The objective is active and bespoke matchmaking:

• Follow Up on the mailings

• Identify potential benefits and provide additional information on exporters

• If neccessary, feedback with exporters for specific inquiries

• Pre-arrange fixed and flexible meetings for the event

• Encourage buyers to visit our pavillion

• Create awareness of IPD and our services

Step 4: Invitation of Importers via phone calls

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Step 5: Preparation of Exporters

Where do companies need your input and support in B2B events?

Please type in the chat:


• Market Intelligence

• Identification of Buyers

• Marketing & Communication Strategy

• Marketing Material

• Follow Up Process

• Input on organisational topics

• Team and services during the event

• Meeting and event agenda

• Event location or platform

• travel arrangements

• IT set up

Companies may face different challenges and need your guidance, e.g. on:


There are various ways to prepare your companies prior to the B2B event

Individual briefings Preparation

Workshops

Webinars &

Trainings1- on -1 Coaching

Preparation of Exporters


• Individual meetings between IPD experts and participants

• Objective is to get to know each other and clearly set out the next steps:

• Briefing on internal processes (e.g. documentation)

• Support granted during the event

• What is on the agenda for the coming days (meetings, lectures etc.)

• What meetings have been pre-scheduled by IPD in advance?

• Diectory: What other companies could be interesting?

• Exchange on product and sector specific news and opportunities

Individual Briefings – One day prior to the event

46


Different activities for different B2B events and formats

Trade Fair

FiE 2019

Virtual Buying Mission

Ghana & Ivory Coast

+

Virtual Trade Fair

ExpoAlemania

+

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Step 5: Preparation of Exporters Example Pre-Fair Workshop | FiE 2019

Full day (8 hours) workshop

Topics covered:

• Organisational remarks

• Sales Training

• Code of Conduct

• Market Trends

• Follow up process

• Decoration

• Food Safety requirements

• …

MORNING: JOINT SESSION AFTERNOON: GROUP SESSIONS

48

Step 5: Preparation of Exporters Example Webinars and Coaching | Virtual Buying Mission Ghana & Ivory Coast 2020

1. Kick-Off Webinars of 2 hours

• 1 for Ghana (English), 1 for Côte d'Ivoire (French)

• 4 weeks before the mission

• General input + preparation for virtual b2b meetings

2. Two Assignments:

• Preparation of Company Presentation

• USP & Elevator Pitch

3. Continuous 1-on-1 Coaching: by IPD consultants, as needed

(Potential) Trainings & Coaching Step 1: Pre-selection

of exporters

Step 2: Selection

of importers

EXPORTERS

IMPORTERS

Preparation Process

Steps 3 + 4: Invitation of

importers

B2B Meetings

Support during the b2b event

Step 6: Support during the event

• Re-confirm appointments with importers and exporters

• Re-schedule meetings, if needed

• Check (technical) arrangements (also with exporters, when virtual!!)

• Quick briefing on importing company

• Monitor and document meetings (maybe even join meetings?)

• Provide additional information during the meeting

• Technical troubleshooting and de-bugging

• Provide assistance for urgent questions

Support during your Matchmaking and b2b meetings


Support companies in their own Matchmaking

• Exporters should be encouraged and enabled to do

their own B2B matchmaking

• Great part of it consists in walking (or browsing)

through the event and engage in « ad-hoc »

meetings with buyers and other companies

• Outbound lists provide useful orientation

Support in Outbound and active Matchmaking


Give practical guidance and providing feedback on:

• Marketing Material (what and how to use it?)

• Commercial Pitch

• Unique Selling Proposition

• Communication Strategy

Support in Sales and Communication

Support after the event

• Support exporters in their follow up with importers

• Evaluation of the activity

• Contact and report management

• Internal reporting

• Press release / success stories

Do a proper follow up

Follow Up with exporters

• Most business deals only materialize way after the event !

• Companies usually do not pay much attention to the follow up

• Help them to turn promising contacts into contracts:

• Make them aware of the need to follow up properly

• Outline the next steps

• Help them to prioritize their leads for their follow up

• Guide and support them in their communication

• Provide additional information and support

If you want sustainable results, you need to support your companies in the follow up!

Monitoring B2B activities is no rocket science !

All you need to do is collecting data:

• Number of promising matches and leads

• Contacts established before the event (by

mailing and phone campaign)

• Deals closed after the event

• Qualitative feedback from participants

• …

Planning of b2b activities

During b2b: Collectingbasic data

Monitoring your KPI

Evaluation of the activity

Benefitfrom the findings

Yes,

we can!

Evaluation and Monitoring of the b2b event

Evaluation of b2b event

• Mailing to 879 companies

• 35 calls to companies made (50 tried)

• 18 calls - responsible person could not be reached

• 10 calls - one meeting at the fair with consultant carried out

• 6 calls - company does not attend the fair

• 1 call - no interest in meeting at the fair

• For 7 Tunisian companies at the fair, 46 b2b meetings with 26 different buyers

were held (Ø 6.5 b2b contacts per company)


Wrap Up and Conclusion

Session 1 : Market Research

Session 2 : Market Research

Session 3 : Trainings for companies

Session 4 : Digital services and contact management

Your Assignment No 1

Draft your market research

Your Assignment No 2

Guide on Import Requirements

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Quick Wrap Up

What do you think about the Training?

Let’s go to our very last Mentimeter www.menti.com :

Enter the Code: 2987 0921

http://www.menti.com/

67

Online Feedback Survey

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Please give us your feedback on:

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Outlook and Next Steps

sequa gGmbH

Ferry Böhnke & Kathrin SeeligeExternal ExpertAlexanderstr. 1053111 Bonn

Phone: +49 (0174) 512 5100E-Mails: [email protected] [email protected]: www.sequa.de

1. roles of exhibition in promoting domestic products form

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