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How to use a foreign trade show to your best advantage?

At Polagra Tech in Poznan–interpreting for QJS

If you are investing your time and money in exhibiting abroad, you obviously want to engage with potential clients on the local market, build the relations and finally, see the return on investment. Let me share some tips with you that will help you achieve success at your next international event.

Is this the right event for me?
Ensuring that an event is the right one for you and your business is a crucial first stage when planning to exhibit at a trade show. Whether your aim is to build brand awareness or to catch leads, it is important to identify your target market.

How to prepare?
Preparation increases your chance of success. Things to consider beforehand:

• Marketing materials to represent your business such as leaflets, company gadgets and business cards can bring your business to the forefront of your visitors’ mind – especially as a takeaway document. It might be worthwhile translating them into the respective language.
• Is there anything that would make your business stand out from the crowd? Perhaps a video showing your product, you could always use subtitles in the right language.
• Are there any cultural do’s and don’ts that you should be aware before going abroad?

Advertise your presence abroad
Once you have decided which trade show suits you and done all the relevant preparation, make sure to advertise on the relevant networks. LinkedIn is a great way to put your event out there and capture leads before even exhibiting. It might be worthwhile finding out which social media platform is the most effective in the country of interest.

Communication strategy
It is important to think about opening lines, questions and a few interesting facts about your business that may be engaging for visitors. It is worthwhile to check if the attendees speak your language or you may need a professional interpreter with business expertise and cultural knowledge to assist with the communication.

Follow up
It is sometimes difficult to know how to follow up after an event. This will be subject to your business; however, you can base this on the conversation you had with each visitor. For this reason, it is important to make notes whenever you can and refer to the exchange you had with the potential client in your follow up strategy. You may want to reach out via email or if your conversation was advanced, a phone call. Ensure that you speak the same language.

What does the future bring?
As business interpreters, we have worked at various trade shows abroad and from what we have observed this is a worthwhile business investment. Being able to speak to delegates face to face is beneficial and advances a business relationship. Social media is a must-do for businesses, however, this must not neglect the importance of communication in person.

If you wish to discuss your future event overseas and find out how we can help you maximise your success abroad, please contact the Business Language Boutique for a free consultation: team@blboutique.co.uk

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