Trade fairs and business missions are a way to meet a large number of potential partners in a target country in a short time. The outcome is decided not by the size of the stand but by preparation and follow-up work. A proven approach is to find out the list of exhibitors and visitors in advance, identify specific companies and arrange meetings with them before the event, since casually stopping by a stand mostly attracts people collecting materials. Equally important is follow-up communication within a few days, while the contact still remembers the meeting – this is where most companies waste the investment. Business missions organised by agencies tend to be cheaper than independent participation and include pre-arranged negotiations. Part of the cost can be covered from support schemes.
See also: Grants for Export and Trade Fairs, Enterprise Europe Network, Market testing before entry.
