Guide for Overseas Exhibitors After the Exhibition
		General information Cleaning up/Moving out Visitor follow-up Analysis/Evaluation Planning & initiating
		General Information Amid the confusion and excitement of show closing do not forget that activities during the post-exhibition period are just as important, if not more important, than what is done during the event itself. This is a time to expand upon what has been done and consider what needs to be done. Results must be tallied, client relationships solidified, and preparation for the next event begun.
		Cleaning up/Moving out It is important at the end of the event to make sure that all materials are accounted for (especially if you are using ATA Carnet) and to not leave anything important behind. Most Secretariats will ask for you to pay for any removal of objects that you leave behind. Be sure to use caution to not damage the facilities as this will also result in penalties being incurred. There are a few things to consider when sending items home such as the real necessity of those items, pickup dates and times, and ATA Carnet related procedures. Please see the ATA Carnet section above for further information on procedures.
		Visitor follow-up Remember that visitors and the opportunities they bring are the reason exhibitions are held. Maintaining records of visitors is indispensable if this is to be a successful exhibition. Categorize records by industry, company, ranking, or possibility of future involvement. It is important to stay in contact with visitors and a good way to do this is to offer “thank you” letters within a short time of the event closing. These letters should be as personalized as possible, hinting at further negotiations on specific products or including brochures for products displayed or discussed. This is the perfect opportunity for approved direct marketing. After parties are also a great opportunity to revel in the successes of the exhibition or trade show and further discuss possibilities with clients.
		Analysis/Evaluation It is important to analyze exhibition results. The following categories may be helpful in analysis. If possible you may want to gather this information during the event. 1. Visitors -Numbers -Positions - Contacts made -Industries -Feedback/ FAQ -Geographical areas -Prospective clients -How the visitor heard about the exhibition 2. Other exhibitors -Numbers -Industries -Areas - Competitors present -Marketing concepts - Booth layouts -Prospective partners -Popularity -Innovations This information may be used in a typical SWOT (Strength, Weakness, Opportunity, Threat) analysis to gain a clearer view of your standing and image in the overall market. Analyses such as these may be used to mold your marketing mix so that you are better able to meet client needs and expectations.
		Planning & initiating It’s a good idea to reassess your short and long-term marketing plans based on your experiences and results at the exhibition you participate in. Analyze which aspects of your approach work well in the Japanese market and which aspects fail. Focus on the attributes of prospective and continuing clients and try to find a common theme. Some exhibitions are held yearly, some biennially, and some only once, but most all are planned so that they do not coincide with other major industry events. In order to increase transaction opportunities it is important to make your presence known at as many events as possible. Try to work out a yearly marketing mix that will make the most of all major industry events and offer a structured pattern of connectivity with prospective and potential customers. Think seasonally and work towards appropriately using the timing of exhibitions to launch products, announce changes, or initiate campaigns. Remember that all planning you do should include time limitations so that planning is not left at simple planning but moves on to acting on those plans made. Check your progress periodically with consideration of exhibition deadlines in mind and be sure to apply early as most exhibitions run on a first-come-first-served basis. You will also have priority if you are a regular exhibitor and will be able to better negotiate such aspects as booth location, costs, and extras as well as be first in line for any news regarding changes in the event, allowing you to better plan your own schedule and activities. Real results usually require exhibiting multiple times. Exhibitions are a long-term part of the marketing plan. Do not become discouraged by one seeming failure as every exhibition is promotion of your product and name even if the results are not obviously felt initially. The more often you exhibit at a periodically or seasonally held event, the more trustworthy, solid, and established your company will seem – and in fact will become!
All Rights Reserved,Copyright(C)2005 JAPAN MANAGEMENT ASSOCIATION.