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ne of the best ways to start Commercial Service at the U.S. or increase your interna- Embassy in Berlin: “In Germany, virtu- tional sales is to partici- ally every city of any consequence has pate in a German trade an exhibition facility, many of them show. Why German? It’s perhaps not as large as Hannover’s, but probablyO because trade shows in absolutely huge. And they put on exhi- Germany have been big and internation- bitions which draw from a very wide al since the Middle Ages. area. The people you want to talk with Part of the reason may be geograph- are going to be here.” ic and part may be, simply, that Germans have been and still are good at organizing the things. Take the CeBIT show held every Meet and greet as many spring in Hannover, one of dozens around Germany throughout the year. The biggest people as you can. information technology show in the world, CeBIT draws more than 400,000 visitors from 75 countries, and more than 85 per- cent are buyers. U.S. companies can fly to one conveniently located place, meet avid The bottom line is what counts for buyers from all over the world, and not be Papa Samba Gaye of Boston-based concerned about how to get the buyers Accusoft, who has attended the show into the U.S. where acquiring visas is several times. “The name recognition we sometimes a challenge. get here is amazing. A very important “CeBIT was just a great opportunity part of our revenue comes from the to meet with a lot of people and to really international market. After joining expand your presence,” said Rick Scanlon CeBIT our revenue immediately of Tampa, Fla.-based Pegasus Imaging. increased by 10 percent.” “We have generated significant business U.S. business participation in shows over the last five years by becoming an like CeBIT dropped sharply after the exhibitor because it gives us access to a Sept. 11, 2001, terror attacks. But U.S. much broader market than what we can companies are starting to return. For the get just remotely from the U.S.” man who runs the show, this is a wel- According to George Ruffner, sen- come development. ior commercial officer for the U.S. Sven Pruser, senior vice president of Deutsche Messe AG Germany is a mecca for global trade atest shows that attract hundreds of thousands of visitors earth BY DOUG BARRY

Hannover International, said: “You’re only today but also technology that we’ll asking about the importance of the U.S. build in the future.” companies in this show. Well, first of all Mendy Ouzillon of Seattle-based this industry is made in the USA. Impinj agrees with the transformative Computer technology, even telecommu- potential of doing international business nication technology, is unthinkable with- and the role trade shows play in the out the United States.”

Selling and learning Participating in German trade The U.S. Commercial shows offers benefits beyond, but still linked to, the bottom line. One is that Service provides various you can see the competition, and also where the industry and markets are forms of assistance for headed. Because government regulators also come to these shows and often hold U.S. companies attending official meetings at them, exhibitors can anticipate and sometimes influence rule trade shows. changes before they happen. Another benefit is the opportunity for companies to use the shows to help trans- form their business practices, processes process. “It’s impossible to be in our and the products themselves. Trade shows business without having that interna- are not just a great place to sell things; tional exposure. Because it’s such an they’re also great places to learn. integral part of our company, not only “CeBIT gives us a great opportunity has it made us better but it’s also pushed to meet individually with our customers us in new directions that we weren’t nec- and with our prospects,” said Pegasus essarily thinking about.” Imaging’s Scanlon. “It also gives us an For Ouzillon, attending these shows excellent chance to speak directly with is about understanding customer needs them, face to face, and learn about the and nuances. “European customers have trends that they’re facing and learn very different requirements from U.S. about the needs of their customers. And customers or even from Asian customers, it gives us great information on how to and so by understanding those require- improve our products and build for not ments and making them part of our con- Deutsche Messe AG the products of the U.S. show partici- pants, and the Americans are briefed on how to promote, price, and position their products in these markets. “We met with 30 or 40 companies last year at CeBIT, of which several have become partners of ours.” said David Presti, co-owner of Paris Technology. “One of them, a very sig- nificant partner, resells our products in Germany and throughout Europe and we’re selling theirs in other markets Deutsche Messe AG An exhibitor from China explains the equipment his company is offering for sale. CeBIT will hold shows in Istanbul and Shanghai CeBIT is best known as the brand name called CeBit Bilism Eurasia in Istanbul, Turkey, for the huge information-technology and on Oct. 7-12. Von Safi expects between communications trade show held in 150,000 and 180,000 visitors to show up. Hannover, Germany, each March. This Deutsche Messe will hold the second year’s show attracted about a half-million annual CeBIT Asia in Shanghai on Oct. 27- visitors and close to 6,000 exhibits, accord- 30. Von Safi described it as a conference, Deutsche Messe AG German Chancellor Angela Merkel was one ing to chief spokesman Hartwig von Safi. rather than a show, saying it will probably of about half a million visitors at this year’s Deutsche Messe AG (messe means fair) have only a few exhibits. “The fair business CeBIT show. held the first CeBit show in Hannover in 1985. in china is not so easy,” he said. In recent years, the company has expand- CeBIT held shows in New York in 2003 ed into foreign markets. It held a trade fair in and 2004 but has no plans to offer any more. around the world. So it’s been very suc- Australia last month, attended by some 40,000 Next year’s CeBIT show in Hannover cessful for us from that point of view.” visitors. Looking ahead, it will hold a show will take place on March 3-9. s Ruffner has high praise for the German nationals who work for the Commercial Service. “They’re really the textual whole we can then provide solu- planning; this requires preparation and heart of our organization. These are tions that really target the markets that work with the appropriate people. And people who know the market, know we’re trying to address.” we like to think that our folks at the who the buyers and sellers are, know All of this targeting and transform- U.S. Department of Commerce, both in who would fit the profile.” ing takes hard work, and preparations the United States and around the world, U.S. companies at CeBIT attend side begin months ahead of time. are those people,” he said. meetings to learn how to get into new Help from the U.S. Commercial markets and to meet with Commercial Plan for success Service takes several forms. One is the Service representatives from around “This is not something that you just buyer delegations that Commercial Europe. “That was really helpful,” said decide to do one day, get on a plane and Service specialists bring from dozens of Carlos Sanchez of Redcom Laboratories, just walk around,” Ruffner said. “That’s countries throughout the world. Shows a Victor, N.Y.-based telecommunications not the proper way to do it, and you’re such as CeBIT become a one-stop shop firm. “I need those contacts right away.” going to find that it can become a very for overseas companies looking for expensive proposition to come back U.S. suppliers. What size exhibit space? with rather meager results. This requires Buyers are briefed in advance on Where can you talk with all these

8 www.shippingdigest.com JUNE 23, 2008 • Talk to as many people as you can. Smile. Success strategies for trade shows As one German buyer, said “You can have the best presentation with diagrams, The U.S. Commercial Service offers these tips for companies planning to with charts. Forget it. Talk to the people.” participate in foreign trade shows. The Commercial Service is the export arm of • Attend as many parties as you can. Don’t the U.S. Department of Commerce. stand in a corner. Meet and greet. • If you have signage, make sure it’s clear Prepare on the show, the least expensive booth about what you’re offering. It’s amazing • You should make a decision to partici- space runs about $1,500 for the week. how many times you can’t tell what a pate six months before the show. • Register your intellectual property before company is selling. If an interested buyer Contact the Commercial Service at you exhibit at trade shows. It’s easy to do. has to guess, you’ll lose the sale. export.gov or by calling 1-800-usa-trade. German trade shows are probably the most • Avoid areas in the exhibition halls that are • See if your state sponsors business dele- aggressive in helping exhibitors protect their too close to mass transportation gations to international trade shows. If intellectual property. entrances and too far away from major so, you can get good rates on booth • Check to see if the show has an event for the foot traffic. If you have competitors at the space and other assistance. industry press and consider exhibiting there. show, consider locating near them. • Monitor the show Web site as exhibitors At some shows there are separate events • One U.S. exhibitor figured out that motion register. You can preplan who you’ll visit, with separate fees. Show organizers know attracts people. So he makes use of slide even e-mailing them in advance that that the press is more likely to come and to shows and videos projected on LCD TV you’ll be coming. write favorable things about your product or monitors. He also uses special-sized • Many big U.S. companies exhibit at the service if they are wined and dined. chairs and a table that allows him to take shows and some are interested in part- sitting breaks without looking like he’s nering with and buying from smaller At the show goofing off. companies. Arrange to meet their repre- • Make sure you bring enough literature and • Keep track of every business card so that sentatives. business cards. Estimate on the high side. you can personally send a thank-you • Ask the Commercial Service representa- • Consider bringing at least two people. The email after the show. tive about getting a story about your shows can be tiring, and you’ll be handling • Make a commitment to attend the show product in the show media. lots of inquiries, going to meetings and for more than one year. • Decide what kind of presence you want parties, and trolling the floor. You can also at the show. This will drive budget and hire a local bilingual assistant who can After the show staffing decisions. You can come alone arrange meetings on the show floor. The • Follow-up with all sales leads. and walk the floor. You can rent booth Commercial Service can help find a quali- • Consider visiting other markets in the space in the U.S. pavilion. You can rent a fied person. region with the help of the Commercial table and chairs on the top floor of the • Men should wear suit and tie or sports coat Service or your state’s international pavilion, the CEO. You can rent a booth and tie. Women should wear a suit. Bring trade program. as part of a state delegation. Depending sensible shoes. • Start planning for next year. s

buyers in the middle of huge crowds? bring them back to your office, discuss California, Florida and Massachusetts The U.S. Commercial Service can help your product or service.” organize mini pavilions at some of the you here too, with renting a small The Commercial Service will advice German shows for their resident busi- booth, a medium-sized booth, or a you on how to get publicity for your nesses. Receptions featuring local food gigantic booth with its own elevator products and services in the Show Daily and drink attract large groups of inter- and private restaurant. Or, you can for- and other industry publications. Exposure national buyers and become another get booths entirely and try the CEO, here can build awareness in your products good venue for doing deals. a low-cost option, especially if and drive traffic to you at the show. As one U.S. participant put it: you’re attending a German fair for the You’ll also get help with follow-up “German shows are great opportunities. first time. meetings in Germany and elsewhere in They are very multinational and interna- “That, essentially, is your office at Europe if you can tack on some extra tional. There is nothing like them any- the exhibition,” Ruffner said. “Simply days after the show. where in the world.” s put, this is a table, chairs, with an inter- And maybe most important of all, preter, someone who can assist you international buyers appreciate that Doug Barry is an international trade throughout the exhibition. U.S. suppliers have the support of the specialist with the U.S. Commercial “You are free to go out, walk U.S. government and their state govern- Service. He can be reached at around the show, make the contacts, ments. A number of states including [email protected] or 202-482-0248.

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