The step out of Switzerland into the wide world

Trade fairs Switzerland is an export nation. Trade fair appearances are important instruments for companies to gain a foothold abroad. Trade fair appearances have one main aim: to boost sales and raise awareness of products, brands and companies. Companies that want to grow abroad often encounter one or two difficulties here. On behalf of the federal government, Osec Business Network Switzerland offers support to export-oriented companies. Werbewoche spoke to Thérèse Künzli, Head of Trade Fairs and Events Abroad at Osec, about the possibilities of exhibiting abroad and the changes in the trade fair industry. WW: Ms. Künzli, what do companies that are considering taking part in a trade fair abroad need to bear in mind? Thérèse Künzli: First of all, choosing the "right" trade fair is crucial in order to address the "right" target group. Furthermore, serious and well-planned preparation is essential. This includes acquiring the relevant market knowledge. WW: What are the next steps? Thérèse Künzli: In addition to the stand concept, personnel planning and determining who will represent the company at the trade fair and who will provide backup for the company during the trade fair, it is also important to organize advertising materials that are adapted to the circumstances or translated accordingly. It is also very important that the relevant buyers or decision-makers of the target group(s) are informed in advance about the trade fair appearance and invited to visit the stand. Knowledge of the country's customary behaviour is a prerequisite.WW: How important is participation in a trade fair for an export-oriented company? Thérèse Künzli: It depends on where the company is in the "internationalization process". Basically, however, it can be said that hardly any other marketing instrument pursues as many goals and purposes as a trade fair.WW: And which goals and purposes should be mentioned here? Thérèse Künzli: In addition to the obvious purposes such as acquiring new customers and maintaining existing business relationships through interactive communication, the observation of competitors should also be mentioned here. A trade fair allows companies to get up close and personal, especially when launching new products, and to directly feel their market acceptance.WW: As an expert on the international trade fair scene, how do you assess the importance of major trade fairs? Are they in decline? Thérèse Künzli: Yes. Even if the exhibition industry is currently experiencing a noticeable and measurable economic upturn, the good times for large multi-sector trade fairs are probably over. WW: What trends are emerging in the exhibition industry? Thérèse Künzli: Today, on the one hand, leading international exhibitions with a global reach or clearly defined trade fairs are in demand. WW: Does this mean that B2B rather than B2C trade fairs are recommended for export-oriented companies? Thérèse Künzli: In the context of internationalization and a company's plans to expand abroad, the answer to this question must be a clear yes. This is because B2C trade fairs can only be considered in the area of consumer goods for the pure purpose of sales promotion. But even then, there are probably more effective campaigns such as direct mails or campaigns in department stores, where the cost/benefit effect is better. It can therefore not be ruled out that the still booming event market will overtake the classic B2C trade fair; this has already happened to some extent.WW: Osec Business Network Switzerland has a mandate from the federal government to support companies in their export efforts. One area here is trade fairs. Thérèse Künzli: After consulting with the company, we help it choose the right trade or industry fair, draw attention to stumbling blocks and, if required, can arrange trade fair service providers such as stand builders, logistics companies, etc. We also often find that companies want to exhibit abroad. It also happens time and again that we recommend the company to talk to an export consultant first. WW: What type of event/trade fair do you recommend in the consultation? Thérèse Künzli: That depends on the sector and target group. Companies from the capital goods industry are perhaps better off at conferences/symposia; companies that want to improve their market acceptance and target a broader audience are better off at trade fairs. This is also where you can see and meet the competition. Mixed forms are the trend - exhibitions combined with specialist presentations, for example. WW: How should companies that want to exhibit abroad proceed? Thérèse Künzli: Before considering specific trade fair projects, they should find out about the market they are targeting - and seek advice on possible market entry or processing strategies. A visit to the planned trade fair also provides a lot of important information and allows companies to form their own opinion. Every trade fair is different and has different regulations regarding stand construction, infrastructure, etc. It is advantageous to already have a distributor in the targeted market or at least to already have good contacts. We also offer such companies the opportunity to take part in our Swiss Pavilion.WW: Can you explain this concept? Thérèse Künzli: The Swiss Pavilion is a joint stand run by Osec at a wide variety of leading trade fairs and exhibitions worldwide, where Swiss companies can appear together under the umbrella brand "Switzerland". It is a platform for export-oriented companies that want to achieve one thing above all: To get off to a successful start at a foreign trade fair. The company hardly has to worry about anything and can prepare itself for the contacts and discussions. The presentation includes a turnkey stand for the company in a first-class location. A uniform design ensures that the Swiss Pavilion is recognized and noticed worldwide. WW: Which companies do you recommend to participate in the Swiss Pavilion? Thérèse Künzli: We recommend participation in the Swiss Pavilion to smaller companies that are entering new markets but do not want to and cannot devote their resources primarily to the time-consuming planning and preparation of a trade fair participation. But of course every Swiss company is welcome. WW: And is such a presence affordable for SMEs? Thérèse Künzli: That depends on how you calculate. We are convinced that a presence in the Swiss Pavilion is no more expensive than if companies take this step on their own. However, it is important not to forget your own time expenditure. An often unaffordable advantage of exhibiting at the Swiss Pavilion is its prominent location. This should not be underestimated. A small stand is rarely placed in the best location by the organizers: Jürgen Franck