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Cracking overseas markets can be frustrating and time-consuming. But, as Patricia Moore reports, international trade fairs can speed the process considerably.
So you've got a great product, the local market loves it, and you want to take on the world? Establishing markets off-shore is a challenge; for the smaller enterprise with limited resources to call on, it's a bit like scaling Everest without oxygen.
Attending an international trade fair is a great place to start.
Widely regarded as one of the most cost-effective marketing activities available, a trade fair gives you exposure to the market, and provides a forum for relationship building and finding out about the latest products and trends affecting your area of business, says Simon Fawkes of Business to Market.
"Nowhere else can you see such a concentration of companies in your industry. What's more, everyone is there to do business. This presents a unique opportunity for buyers and prospectors."
But the world's a big place and there is one hell of a lot of trade fairs going on out there. Where you choose to go will depend on your product and your target market. New Zealand exporters have traditionally looked to Europe, where Germany is the acknowledged leader in international fairs. Many regard Europe as long term and stable; it can be tough getting a foot in, but once there, you're in for the long haul. Asia, on the other hand, is closer - it's also very fast moving and always looking for the next big thing. Fine, if you happen to be marketing the next big thing.
Then there are the Americas. But why target the same markets as the rest of the world asks Trevor Burgess, director of Tradex Exhibitions.
"Better markets for us are India, Vietnam and the Middle East."
He says they've found the best returns for exporters attending trade shows currently have been coming from the Middle East.
"Qatar alone is predicting GDP growth of nearly 18 percent next year and most of the region is not far behind."
The next big thing, he says, is India.
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