Workshop organized by EVENTAGE on 17th July 2019

2. Kindly introduce yourself
 Brief Introduction
• Your name
• Company Name
• Role & Responsibilities
• Products identified for Exports & Exhibitions
 Trade Fairs or Exhibitions
• Attended in past as Exhibitor/Visitor
• Identified for 2019 and 2020
 What are your expectations from today’s training
workshop?

3. Agenda (first half)
 Session I – Export Marketing
• What is Export Marketing?
• What are different Tools/Ways of Export Marketing?
• Important to have Strategic approach towards Export
 Session II – Researching Markets & Identifying
Exhibitions
• Role of Trade Promotion Organization – TPO
• How to research Export Markets? Tools of ITC
• Direct participation and facilitation through representatives
• Selection criteria for Trade Fairs: Auma’s ToolBox

4. Agenda (second half)
• Session III – Planning & Preparation for Exhibitions
• Ideal time-line to be followed for ensuring effective Participation
• Detailed Costing/Budgeting (Exhibits and Marketing Collaterals)
• Characteristics and significance of Stand Personnel
• Travel Plan, Accommodation and Homework
• Session IV – Operations & Execution of Exhibitions
• Professionally Managing Stand Operations
• Critical steps to be taken upon returning from Trade Fair
• Participation Report and Way Forward

5. Session – I
Basics of Export Marketing
&
Why and how to adopt
Strategic Export Marketing Approach

6. Topics to be covered in Session I
• What is Export Marketing?
• Ways & Tools of Export Marketing
• Benefits of Trade Fairs Participation
• Significance of Export-Orientation
• Purpose of Export Plan
• Contents of Export Marketing Plan
• Global Organizations helpful in Exports
• Ways and tools for Export Marketing

7. Session – II
Export Marketing Research
&
Identification of Trade Fairs/Exhibitions

8. Topics to be covered in Session II
• Role of TPO - Trade Promotion Organization
• Role of Trade Development Authority of Pakistan
• Support Services by TDAP for Exporters
• Role of Pakistan’s Commercial Section Abroad
• 4 Tools of ITC really helpful for Exporters
• Harmonized System Codes – HS Codes
• What to Research? Methods of Marketing Research
• Sources of Marketing Research – Primary / Secondary
• Selection criteria for right Trade Fairs and Goal alignment
• Different modes of participation in Trade Fairs

9. Session – III
Planning / Preparation
&
Ensuring Effective Participation in
Trade Fairs / Exhibitions

10. Topics to be covered in Session III
• Setting General Trade Fair Objectives
• Setting Specific Communication, Distribution and
Product Objectives
• Objectives pursued by Trade Visitors
• Material and details to be obtained from Fair Organizer
• Ideal time-line to be followed to ensure effectiveness
• 12-9 Months, 6-3 months & 3-1 months
• Planning and setting-up your Booth

11. Session – IV
Operations / Execution
&
How to perform on-site Trade Fairs
and Post-Show Activities

12. Topics to be covered in Session IV
• Key Components of a Good Display
• Importance of Good and Professional Staff
• Do’s and Don’ts on-site Trade Fairs / Exhibitions
• Qualities of Stand Personnel
• Importance of Good Staff
• Rules of the Stand for entire duration of Trade Fair
• Getting Customers to your Booth
• Follow-up the Trade Fair
• Actions to be taken within a week
• Follow up the Trade Fair /Exhibitions