Getting the Most Out of Trade Fairs in International Marketing

Abstract

Firms involved in international marketing make use of many types of promotion methods to enhance sales and their perceived image. Trade fairs can be an effective way to gain exposure and enhance potential sales overseas. Despite the growth in international trade fairs in recent years, there are potential problems and at times they are not a very good way to spend the promotion budget Good strategy and tactical planning is necessary, however, to take full advantage of the possibilities that international trade fairs have to offer. Many U.S. firms do not utilize international trade fairs as effectively as their European counterparts. This article offers market managers some guidelines for getting the most out of trade fairs in international marketing.