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Exhibiting at International Trade Fairs to Expand in Overseas Markets

  • Trade fairs as an international marketing channel
    • Benefits of participating in international trade fairs:
      • Promote one’s products and attract overseas orders
      • Build up connections with overseas buyers
      • Network with industry peers from other countries
      • Keep abreast of market and product trends
      • Build up the company’s international image and demonstrate strength to overseas buyers
      • Raise the company’s profile
      • Establish and maintain client relationships in preparation for future business
      • A relatively low-cost way of international marketing
  • To obtain the maximum benefit from trade fair participation, the following three factors are essential:
    Chart: Three factors are essential
    Chart: Three factors are essential
  • One-stop service provided by booth designers in Hong Kong
    • Scope of the services
      Chart: Scope of the services
      Chart: Scope of the services
    • Characteristics of services
      • Designs are of a high standard both aesthetically and functionally, and can be tailored to meet the objectives of the client.
      • In terms of colour and form, the designs embody an international perspective and can cater for the taste and preference of foreign consumers, thus increasing the effectiveness of the trade fair.
      • Costs may range from a few thousand dollars to hundreds of thousands of Hong Kong dollars, depending on the nature of the services, the size of the booth, and the degree of detail required. Clients have plenty of choice among high-cost and low-cost options.
  • Importance of booth design: Outstanding booth design can maximise the benefits of participating in trade fairs
    • Projecting the image of the company
    • Conveying the key message of the exhibitor
    • Attracting the target client group
  • Public relations services provided in Hong Kong for exhibitors: publicity helps participants expand business network on- and off-site and increase effectiveness of trade fair
    • Scope of the services:
      • Off-site: Helping the client make business connections outside the exhibition venue (e.g. by arranging for the client to participate in dinner functions hosted by trade associations during the fair period)
      • On-site: Helping the client widen his business network and win orders on the spot (e.g. by paying visits to other booths/companies and arranging appointments for the client)
      • On- and off-site: Helping the client establish business connections (e.g. by arranging translation / interpretation services)
    • Characteristics of services:
      • International network: acting as a go-between for different clients
      • Build connections with the international media for the client, extend his media coverage and increase his exposure

HKTDC Tips (on participation in trade fairs)

Points to note:
- Choose reputable trade fairs with a high attendance of trade visitors.
- Select the right trade fairs that fit the objectives of the company in order to reach prospective customers.
- Use a booth design that projects a clear and positive image to catch the attention of customers.
- Employ professional public relations consultants to maximise benefits from the trade fair.
- Choose favourable booth locations, such as in the middle of the fairground or close to the aisles.

  • Leveraging on Hong Kong’s position as a trade fair capital
    • The HKTDC organises more than 30 international trade fairs and exhibitions every year. Some of these have become important annual events for the respective industries worldwide.
    • The business matching meetings and industry seminars/forums organised by the HKTDC are useful platforms for industry networking.
  • Media coverage: Extra bonus
    • Large-scale international trade fairs are attended by Hong Kong and overseas media which report on latest product trends.
    • As a rule, the media attend the opening on day one of the fair at about 12 noon.
    • Seize the opportunity to gain exposure in international publications by taking the initiative to introduce to the media the characteristics of one’s company and products.
    • Mainland enterprises will find using Hong Kong public relations consultants an effective way of promoting themselves and their products.
Content provided by Picture: HKTDC Research
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