JMA EXHIBITION

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Guide for Overseas Exhibitors

Before the Exhibition>Step1:General Preparation

Consider objectives of exhibiting

Analyze the target market

Consider perceptions of visitors and exhibitors

Choose an appropriate trade show

Research current and past visitor information

Consider objectives of exhibiting

In order to reach your goal of increased sales it is important to reach not only large numbers of visitors but high quality visitors.
First, solidify your objectives. They may be anything from increased sales negotiations to enhancing employee motivation. The following steps might help in goal attainment.

1. Set attainable goals
These goals may include the following:


·	Finding agents
·	Introducing new products
·	Comparing competitors
·	Expanding present markets
·	Developing new markets
·	Sales promotion in Asia
·	Improving business image
·	Testing products


·	Enhancing brand awareness
·	Implementing new market strategies
·	Maintaining business contacts
·	Motivating employees
·	Client services
·	Collecting Japanese market information

2. Plan a strategy to attain those set goals
3. Divide responsibilities to effectively utilize resources

Ensure appropriate staff numbers for all roles and make sure that at least one staff member is always present in your booth.

4. Apply the strategies devised and obtain your planned objective

Analyze the target market

To ensure success in the Japanese market, first it is important to ensure that there is adequate demand for your products. While exhibiting is a wonderful tool in measuring the demand for your products, it is also important beforehand to research industry trends, market entry, and competitors in the market. Much of this information is available from the Japanese government related sources or your home government. For information on where to look for Japanese market figures see the following sample sites. The Japan External Trade Organization http://www.jetro.go.jp/ec/e/stat/index.html The Japanese Ministry of Economy, Trade and Industry (formerly MITI) http://www.meti.go.jp/english/index.html

Consider perceptions of visitors and exhibitors

Of course perceptions vary between individuals, but there are certain cultural tendencies in the way trade shows have traditionally been regarded. In Europe the trade show has a long tradition as the primary engine for engagement between business leaders forming contracts and performing transactions sometimes on the spot. The messe is standard fare in the German business world. This perception of trade fairs as a direct sales tool has immigrated to the United States and the Middle East in relatively recent years. In Asia the role of the trade fair is less as a direct sales tool and more a means of exchanging information that may lead to potential partnerships. This perception is perhaps felt most strongly in Japan.
Japanese perceptions include:
A. Forum for collecting information on

-Industry and market trends
-New technology/ products
-New trading partners

B. Forum for exchange of

-Feelings of solidarity between trading partners
-Information between exhibitors and visitors (potential buyers)

That said, Japanese thoughts on the role of the exhibition have in recent years begun to shift westward, with speedy direct connections becoming more and more attractive in this general climate of swift change and increased efficiency in the Japanese business world.

Choose an appropriate trade show

Does its theme match its exhibitors? Does it offer market opportunities? Is the timing of this event convenient with production and sales schedules? Do actual or potential customers show interest in this event? Do your competitors also participate in this event? Is this event well managed and clearly identified? What percentage of visitors and exhibitors are foreign and domestic?

Research current and past visitor information

It is important to verify that the exhibition you are considering participating in will help to achieve your goal of increased sales and benefit your company. Look at visitor numbers and demographics and see how these figures relate to your current client base. Find out if your customers are familiar with this trade fair or exhibition. Remember that quality may be more important than quantity when considering visitor statistics. Most of this information can be found on the website and in the show report for each exhibition.