Activities at international business fairs

activities-of-international-fairs

1. AT THE BEGINNING OF THE FAIR

The fairs have the fundamental objective of making known to the target audience a new product or service, its benefits and the brand or company that represents it. For this reason, it is necessary to know how to take advantage of the minimum opportunity to create a global and lasting impression of competence, efficiency, maturity and well-understood firmness. In other words, it is about making the company appear, in the eyes of visitors and the fair environment, the kind of organization with which anyone would like to establish business contacts. If this is achieved, profitability is assured and therefore we ask ourselves, at what better time, if not at the start of the fair, that the attraction of our potential audience can be achieved?

For this reason, this section seeks to describe all the activities, details and tips that an organizer must follow in order for it to be successful during the opening of the Fair that it is carrying out. To begin, we have divided this stage into three sub-stages. These are: 1. Attention to Visitors, 2. Registration of Visitors and 3. Delivery of Brochures to Visitors. These three sub-stages encompass all the activities carried out at the start of the Fair and when they begin to receive visitors or attendees. Next, we will detail each of them.

1.1 ATTENTION TO VISITORS.

The first stage when opening a fair is the Attention of the visitors who arrive at the fair. This activity involves three more. These are: Welcome, Reception, and the Treatment that the personnel in charge must have to attend to the visitors. These are detailed in the following lines:

• Welcome to the Visitors.

We must bear in mind that in fairs there are two types of Welcome: a) Welcome for the entrance of the attendees and b) Welcome for the opening of the Fair.

1. a) Welcome for the entrance of the assistants.

The first is the one in which each one of the attendees is received and invited to enter the fair. This welcome should be taken as a commercial party in which customers should be involved. For this reason, it is usual to give visitors a small merchandise detail, as well as an informal aperitif, which will be served or used on their tour during the fair. The delivery of plans with the location of vehicle parking lots and the distribution of stands is also very common.

1. b) Welcome for the opening of the Fair.

The second is the one carried out by the organizing members of the entire fair as a protocol to open it. This Welcome is held at a specific time on the first day of the fair as an opening mechanism, in which the organizers give a few welcoming words for the toast and snacks are distributed among all attendees.

• Visitors Reception.

The reception of visitors is the post-welcome stage in which attendees are detailed the available or ongoing talks that they could access, as well as the stands according to their requirements or interests. This stage of reception of visitors is very important, because it allows attendees to arrive at the stands or modules in which they are interested so that they can be registered and at the same time it prevents attendees from being lost, misplaced, or generating the conglomeration of people in the access roads of the fair, since when making a good reception there is a better circulation of people.

Also, in this stage of Reception of visitors, in some fairs there are usually lockers where people can store their belongings for greater comfort and security, and in exchange they provide a key or document with which they can claim it when leaving the fair.

1.1.3 Treatment and Attitude of the Staff for the Attention of Visitors.

However, the two aforementioned activities or stages cannot have the desired success, but a series of tips that improve the treatment and attitude of the staff who attend the attendees of the fairs.

Many of the professionals consulted agree that, in general, the human factor is the main determinant of the final results of a fair, of this the great importance that we must give it.

The personnel who attend the stand must attend to the visitors showing professionalism and knowledge of the exhibited product. Therefore, it is essential that they are members of the participating company, the most suitable being its commercial staff.

It is of great importance that before the event is held, they are informed of the strategic and operational objectives that lead the company to exhibit at the fair and that they have in-depth knowledge of the product exhibited therein. The following charts summarize the positive attitudes we should have when receiving visitors at a fair, and the negative attitudes detail those we should avoid doing:

TABLE Nº 1

Comparative Chart of Positive and Negative Attitudes in a Fair.

Positive Attitudes

Negative Attitudes

· Treat visitors and fair partners with education. · You must empathize with the visitors and make them participate. · Try as much as possible to be polite, show enthusiasm, be interested in the client, look them in the eye and smile. · Take care of elegance and good personal image. · Attend to visitors showing professionalism and knowledge of the product to be exhibited to promote it well. · Always strive for punctuality, order and cleanliness.

· Sit giving signs of tiredness. · Read or be entertained with brochures or publications not expressly related to the fair activity. · Inappropriate distribution of promotional material. · Eat in full view of visitors. · Open the stand late and close it before time. · "Assaulting" the visitor, avoiding them in moments of tiredness or being too aggressive and showing a rush to attend to them. · Form groups, sit, or listen to music.

Source: Electronic Tutorial on Profitability at Fairs. Elaboration: Own.

All of the aforementioned gains relevance because the attitude of the people who attend a stand, the visible relationship between them and the way of addressing the newcomer provide the latter with an image of the company, which, if negative, can inhibit the visitor's interest in the above.

1.2 INFORMATION RECORD

As an initial part of a fair, it is important to establish a registry of the guests to it, since in this way not only will order and control over the number of attendees be maintained, but also data and information will be available to carry out subsequent effectiveness statistics on the event. The registration methods used depend on the magnitude of the fair, according to Navarro García:

• In moderate attendance fairs, registration can be done at the time of entering the fair, since many of the organizers use a system whereby visitors fill out an attendance form and when they present it at the fair offices, they are exchanged for the entry pass, being then registered. In important fairs and in which a large influx of visitors is expected, the pre-registration system is usually used, which deals with prior registration either by phone or online, this in order to avoid the long queues so typical the first days of the fair opening. Pay attention to the deadline set for sending the pre-registration form. The system is much more comfortable for the visitor, as it saves queues and waiting at the fair registration office.

1.3 DELIVERY OF INFORMATION BROCHURES

After registration, both visitors and exhibitors need to locate at a given time which pavilion this particular company or where to locate a certain product or service. In small fairs it will be enough with the catalog of exhibitors that contains information of each participating company as well as its main product lines, all presented in an alphabetical and / or classified by product format..

The situation changes when it comes to large fairs in which there are various pavilions and various floors and levels. In these cases the catalog of exhibitors will be necessary but not sufficient and the organizer must provide additional help. Here are some of the information systems that are quite widespread at most fairs:

• Information points: these are small stands or booths for visitors. They are located at the entrances of the main pavilions and usually have plans of the fair and the official catalog. "You are here" type panels, strategically placed and indicating, with a red dot or other clearly visible sign, where the visitor is at that moment. Computer systems for the location of companies or products in which the visitor can consult. They are usually located at the main entrances of each pavilion. Public address services to announce the most representative events (seminars, conferences, official opening, etc.)

• The first stage when opening a fair is the Attention of the visitors who arrive at the fair. This activity involves three more. These are: Welcome, Reception The stage of reception of visitors is very important, because it allows attendees to reach the stands or modules in which they are interested so that they can be registered and at the same time prevents attendees from being lost, misplaced, or the conglomeration of people in the access roads is generated.

• Many of the professionals consulted agree that, in general, the human factor is the main determinant of the final results of a fair, of this the great importance that we must give it.

• The attitude of the people who attend a stand, the visible relationship between them and the way of addressing the newcomer provide them with a certain image of the company, which, if negative, can inhibit the visitor's interest in what has been exposed. Among the positive attitudes that must be carried out we can mention: Maintain courtesy, seek empathy, demonstrate enthusiasm, take care of the personal and company image, show professionalism, product knowledge and always strive for punctuality, order and cleanliness. avoid showing signs of tiredness, being distracted by things outside the fair, improperly distributing promotional material, being late, "assaulting" the visitor or being too aggressive.

• The registration of information of the assistants to the fair is important since it will serve as a data source for a subsequent analysis of the effectiveness of the event. Thus, we can classify this register in two ways, depending on the magnitude of the fair: a) Registration at the time of entering the fair, if the influx of visitors is moderate; and b) Pre-Registration via telephone or virtual, if it is considered that there would be a greater influx to the event.

• In order to provide a better quality of information about the products and services exhibited at the fair, informative brochures are usually delivered at the start of this event. However, there are also other information systems used to better guide visitors during their stay, among the main ones we have: information points, location panels, computer systems and public address services.

1. IN THE INTERMEDIATE OF THE FAIR

In this second stage of the fair, we are going to touch on all the activities directly related to the fair itself, such as the proper way to serve visitors, the negotiation process, how the fair behaves according to its purpose, that is, when It is a product or service fair, and other elements such as shows, auxiliary infrastructures, transportation, security and precautions within the fair. These are:

• Image

Attending a fair, the first most important element is the image that the company shelf presents to the visitors, as well as the workers who serve the public, because it is the first impression of people towards the company, it can not only define the Formality of the company, but also is key to attract more stakeholders to come to the shelf and thus generate more business opportunities.

• Proper presentation.

During the whole time of the fair, those in charge of attending must always be aware of the order and cleanliness of the shelf and make it impeccable in free moments, because the proper presentation says a lot about the image of the company, and is also a source of attracting the customer service.

In the main table the samples usually go, in case of being smaller, accompanied by these the brochures and presentations of the products and services offered by the company are placed. It is worth mentioning that not only do you have to maintain order in the shelf environment, but the presentation of the workers who serve customers is also very important, which gives people the impression if they want to introduce you to the company and its services or no.

• Proactive attitude

The success of a fair for the company depends a lot on customer service, since the proactive attitude of the employees makes the products and services they offer attractive. It also leaves a good impression on the quality and formality of the company. Properly trained staff will perform at their best at fairs. Below we describe the ways in which employees should behave during the fair:

1. When visitors pass by the shelf, the employee must hand out company brochures, they may not be interested in the products they offer, but they can share the information with their friends who may be potential customers and have been unable to go to the fair. Besides, the idea is that most of the visitors within the fair have brochures and company names in their hands, so that it captures the attention of other potential customers who have not yet found our shelf. to the shelf, the employee must immediately let them pass, to introduce them to the products they offer. There is no waiting for customers to enter the shelf to serve them, those who are from afar observing and commenting on the shelf, since the employee must approach them and invite them to pass.It is recommended to make a filling format, so that all visitors who have approached the company shelf can leave their contact details and the products they are interested in. This database will be very valuable and useful for the company, so that after the fair, you can continue to contact these clients for a more advanced and personalized negotiation. In general, the fair stands do not usually give prices of the products easily, but they are reached by those who are truly interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:so that all visitors who have approached the company shelf can leave their contact details and the products they are interested in. This database will be very valuable and useful for the company, so that after the fair, you can continue to contact these clients for a more advanced and personalized negotiation. In general, the fair stands do not usually give prices of the products easily, but they are reached by those who are truly interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:so that all visitors who have approached the company shelf can leave their contact details and the products they are interested in. This database will be very valuable and useful for the company, so that after the fair, you can continue to contact these clients for a more advanced and personalized negotiation. In general, the fair stands do not usually give prices of the products easily, but they are reached by those who are truly interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:This database will be very valuable and useful for the company, so that after the fair, you can continue to contact these clients for a more advanced and personalized negotiation. In general, the fair stands do not usually give prices of the products easily, but they are reached by those who are truly interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:This database will be very valuable and useful for the company, so that after the fair, you can continue to contact these clients for a more advanced and personalized negotiation. In general, the fair stands do not usually give prices of the products easily, but they are reached by those who are truly interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:but it is reached to those who are really interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:but it is reached to those who are really interested after the fair by email or telephone. Also when the company has new information, products or services, you can send them by this means. The data it must contain in the format are the following:

• Company nameRUC of the companyAddressTelephone - FaxContact personEmailWebsite if you have an interested product and its specifications

2.2. WHEELS AND NEGOTIATIONS AT THE INTERNATIONAL FAIR.

The negotiation rounds that take place at International Fairs is an adequate instrument to promote commercial exchange. It is presented in a complementary way to the samples made. The main benefit is that it allows shaved and efficient access to direct contacts and relationships between representatives of national and international organizations, in order to carry out commercial transactions in the short, medium and long term.

In general, there are three important considerations when negotiating:

• The time for negotiations is very limited. It is necessary to take into account the circumstances during which the negotiations take place and the time of the other party. Information. It is necessary to have valuable information before the start of negotiations, about the needs of our potential clients. The part that has better information is the one that will obtain better results. Considering the ability to promote the result of the negotiation, for which you must take the following guidelines: Appearances are more important than reality. Do not be afraid to be direct if considers necessary.

2.2.1 Mechanisms.

Understanding mechanisms as the way of producing an activity, a function or a phenomenon, we believe that the guidelines that we expose below are essential. As a previous matter, planning the negotiation is of crucial importance, for which it is necessary to know the interests, positions, priorities, strategies and tactics of both parties:

Now, the mechanisms to be described are mainly grouped into four main groups: 1) APPLY AN INTEGRATIVE STRATEGY, 2) CREATION OF CONFIDENCE AND SECURITY, 3) FOCUS ON NEEDS, and 4) LISTEN TO AND NOTICE NON-VERBAL COMMUNICATION. Each of these will be explained in greater detail in the diagram shown below:

2.2.2 Trade Show Merchandising

As Merchandising is the set of studies and commercial techniques that allow presenting the product or service in the best conditions, both physical and psychological, to the final consumer, which includes all activities carried out at a point of sale, which aims to reaffirm or change the behavior of purchase, in favor of the most profitable items for the establishment. The basic objectives of merchandising are:

• Draw attention, Direct the customer towards the product, Facilitate the purchase action.

Trade fair merchandising is the technique used for the correct distribution of the product within the stand, the furniture and the various decorative elements available with the primary purpose of attracting customers and making them retain the message transmitted. The fundamental aspects according to Navarro García are:

• The company logo and commercial sign. The message and graphics. Access to the stand. The lighting and coloring. Plants and flowers. Audiovisual equipment. Product presentation material.

Trade Show Merchandising is of utmost importance for the negotiation rounds, since it gives a good impression of the company to potential clients. A way to reaffirm the image of a serious and successful company.

2.3 PRECAUTIONS DURING THE FAIR.

This section will describe all the precautions that the organizers must take into account during the development of the fair, to avoid damaging both the quality of the products or services they offer, and the image of the company they represent, maintaining this form in the best possible condition the presentation of your stands and exhibitors.

These precautions have been compiled based on the experiences of different fair organizers and based on the difficulties that the team members have faced in the development of various events in which they have participated.

• State of materials and other elements.

Commodity.

The state of the materials must be of optimum quality, since the impression carried by the possible buyer, consumer, customer, supplier, etc. It will be decisive to proceed to close the deal.

Weather

An essential point to take into account is the weather that will be taken in the place that the fair will take place, since depending on the product or service to be provided, precautions must be taken to avoid mishaps during the development of the fair in relation with the weather.

Tools

If it comes it is true that before the development, many months ago, of the fair one plans on all the materials and tools that the exhibitor will use to carry out his function in the best way, a final review must be carried out, this must be done by the person in charge of the stand analyzing if they are in their best condition to give a good impression to the potential clients that they can do inside the fair.

Transport of merchandise

The internal logistics regarding the transportation of the materials and tools used in the stand must take special care in the transfer since there are some rules that must be respected, these rules are established by the fair's organizing committee. Among the actions that must be carried out in almost all fairs, in reference to the transport of merchandise, we can mention:

• Do not park the trucks in the exhibitor parking. Check, ready in hand, that none of the items, materials or services ordered for the stand are missing. Put the delicate equipment in a dry place. A sunny day can be followed by a rainy night. Protect the material properly, especially from soil moisture Follow the signs of the fair Designate a person responsible for safety issues

• Stock management and control.

During the development of the fair, control must be kept on the administration and control of the existence of all the objects to be used, whether in reference to the marketing to be used, merchandise, etc. Although it is true that each stand uses various advertising instruments to deliver to each of the observers of the fair, we must take into account the places where it will be provided in case it is sold out due to the influx of public that it may have.

Another important point is the merchandise, depending on the type it is, it must be foreseen how it will be kept in optimal condition during the development of the fair, carry if necessary, some additional products as a contingency measure. Special care should also be taken where the instruments are going to be stored and inventory control is carried out to obtain a better performance and ensure the totality of the products.

2.3.3. Obtain information from competitors and compare with the corresponding aspects of the company itself.

Obtaining the information of the competitors must be carried out carefully, since on many occasions it may happen that the different companies take too much care of their information, which is why the main actions that must be carried out for it must be carried out the following points:

1. Obtain Competitor Information.

In order to obtain more information about the competitors who have also attended the fair, it is recommended to visit their stands, in addition to collecting the different brochures they may offer.

This is because within them is the most detailed information, such as products, prices, benefits and discounts, that it provides to the public, and with this information you can compare and try to improve the quality standards of our company and capture more customers.

1. Take notes.

Within a fair, taking note of the other stands, especially the competitors, should be considered a fundamental part, as this is how we will improve our presentation, therefore the following details should be noted:

• New products exhibited.Description of products.Essential characteristics of products.Packaging of products.Quality of Products.Prices of new products.Offers they make.

1. Compare information.

In order to carry out a better synthesis of all the information collected, and that this may be vital for our organization, the aforementioned points should be compared, to:

• Improve the products offered to the public. Search for new alternatives. Offer new products.

2.3.4. Security inside the fair.

The security of our stand within a fair is one of the fundamental factors, because the attendance of people can generate certain disturbances, which is why the following must be done:

1. INSIDE THE STAND:

• Keep dangerous products out of the reach of people, especially if they are accompanied by children. Expect that some of the people in charge of the fair have first aid knowledge. Avoid sharp objects within the brouchere that is offered to the public..

1. WITHIN THE FAIR.

• Take care of the fair of alleged robberies, because the merchandise that is exhibited is valuable.Train personnel in emergencies, such as knowing how to give first aid.Provide that there are security personnel in case of a disturbance.Place hidden cameras to have better monitoring of what happens in the course of the fair. OTHER ELEMENTS.

In addition to the previously mentioned elements, there are other very important elements for a fair to be successful during its development. These elements are described below:

• Events During The Fair.

Just as important is before as during, that is to say that the company must plan in advance the action to be developed while participating in an international event such as fairs. The following list answers the most frequently asked questions by fair organizers.

What to do during the Fair?

1. Due to the large number of contacts that an exhibitor makes during their participation in a fair, it is necessary to organize the information received so as not to waste it and obtain the maximum benefits. On the one hand, there are the large number of brochures from competing companies (from all over the world) that can be obtained at a fair, because, as is known, in a few days and in a specific place the global offer of different sectors is concentrated. Therefore, the exhibiting company must have brochures and business cards in the local language or English. Make sure these are attractively designed, well printed and the data is legible. Whenever possible, you should go out to tour the fair and see and analyze how the competing products are and are presented. Get, if possible,A price list to help you see if your product is ready to compete worldwide.The Official Directory of the Fair is very useful to know exactly where the stands of the competition are (either in the national pavilions or in those divided by specific sectors). A good analysis of it will save you from wasting time looking for companies without any particular guidance. It is necessary to optimize the time at the fair as much as possible.In general, if your product is new or is specially designed for the market in which the fair is held and is widely accepted, you will have to take into account that you will not have much time to travel lounge and much less to analyze the products of the competition.To avoid this, the attendance at the fair of at least two people from the company is recommended, since as important as exhibiting is observing how the competition is positioned. Knowing that the costs of participation of two people are very high for SMEs, we recommend visiting the stands of the competition, previously identified in the Official Directory, first thing on each day of the exhibition since it is when the least amount of visitors attends the Once at the booth it is necessary to organize as the volume of information received is large and has to be classified in order to be beneficial. The simple collection of cards from people who visit the booth constitutes an effective information system. A good system consists in the design and subsequent complementation of the "Contacts Agenda",which will serve to record contact with visitors.

To this end, we present a model Agenda, which should contain these elements:

• Name and date of the fair Name, company, address, telephone, fax, sector and activity Product or service for which you are interested and specific needs Position of the visitor and influence on the purchase process Name of the competitors from whom you are buying Customer comments: objections, proposals, etc. Customer classification

Post-fair actions, what to do after:

• Sending information and / or quotation Personal visit Send fax or call by phone or fax

1. When the company participates individually or within a joint space, it is necessary to plan and organize promotional actions that attract visitors to the stand, such as:

• Conducting raffles in which the winner is invited to visit our country, province and company, thus creating a relationship of trust and knowledge between the parties. Delivering gifts or promotional items but limiting their distribution in order to show certain exclusivity.

• Hire bilingual promoters (the language depends on the country where the fair is held, but if it is outside of Latin America, it is necessary that you know at least English) to distribute company brochures not only at the stand, but also to tour the fair and attract visitors to the fair. stand. Use of support technology such as TV, video, music (if possible and allowed). Hire a well-known character to promote the products (if there is a budget). Considering that this is a method widely used in the fairs that take place in Brazil, the most important being ABRAS and FISPAL, demonstrations (techniques) and tastings of the product. It is important to establish a business the support that you can offer to your potential client for the promotion of your product in the market, sending samples, graphic material,Promotion of sales points and others are important elements to consider. That is why to avoid having problems, it is necessary to find out the necessary documents to enter the samples into the country where the fair is held. According to the type of products, sanitary, phytosanitary, quality, origin, etc. certificates will be necessary, considering that the duration of the fairs is approximately 4 or 5 days, depending on the type of fair, it is necessary to bring a sufficient quantity of products to avoid pass up any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.That is why to avoid having problems it is necessary to find out the necessary documents to enter the samples into the country where the fair is held. According to the type of products, sanitary, phytosanitary, quality, origin, etc. certificates will be necessary, considering that the duration of the fairs is approximately 4 or 5 days, depending on the type of fair, it is necessary to bring a sufficient quantity of products to avoid pass up any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.That is why to avoid having problems it is necessary to find out the necessary documents to enter the samples into the country where the fair is held. According to the type of products, sanitary, phytosanitary, quality, origin, etc. certificates will be necessary, considering that the duration of the fairs is approximately 4 or 5 days, depending on the type of fair, it is necessary to bring a sufficient quantity of products to avoid pass up any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.According to the type of products, sanitary, phytosanitary, quality, origin, etc. certificates will be necessary, considering that the duration of the fairs is approximately 4 or 5 days, depending on the type of fair, it is necessary to bring a sufficient quantity of products to avoid pass up any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.According to the type of products, sanitary, phytosanitary, quality, origin, etc. certificates will be necessary, considering that the duration of the fairs is approximately 4 or 5 days, depending on the type of fair, it is necessary to bring a sufficient quantity of products to avoid pass up any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.It is necessary to carry enough products to not miss any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.It is necessary to carry enough products to not miss any promotional opportunity. Remember that participation in fairs represents a significant investment, therefore time and resources must be optimized since the possibility of meeting potential clients is reduced to small opportunities.

• Transport / Logistics - Auxiliary Infrastructures

Other fundamental aspects for the success in the organization and development of a fair are transport and logistics. Although it is true that these are planned and carried out before the opening of the fair, there is a specialized and necessary logistics that is carried out during the development of the fair. This time it is this that we will describe, taking into account the following points:

1. Importance of the transport of goods to the Fair

The importance of transport to the fair is unquestionable, because without the correct and punctual reception of goods at the stand, the exhibition will hardly be possible. Some of the most common setbacks are as follows:

• Lost or lost merchandise Damage to merchandise Delayed delivery.

Also, the following aspects should be taken into account:

• Place of delivery: the goods must be clearly and unambiguously indicated. It must be specified if the merchandise will be unloaded and stored in the warehouses of the official freight forwarder of the fair, will be placed at the foot of the stand or will be stored outside the fairgrounds. Delivery date: it is crucial because a delay in the delivery of goods could result in the impossibility of setting up the stand within the deadlines set by the fair organization or having to hire support staff or work overtime to comply with the assembly program.

1. Means to send the goods to the fair.

• Ground transportation: it is the most common for destinations in Western and Eastern Europe. The most widespread means of transport is the truck, although in the second case, combined rail-truck transport is increasingly common. Maritime Transport: it is generally used for fairs held in America, Asia and Africa. Containers of 20 or 40 feet can be used depending on the greater or lesser weight of the merchandise.

• Air Transportation: In most cases, air freight is only profitable for urgent and low volume shipments.

The transport of merchandise requires the use of special logistics that will be all the more complex and elaborate the more distant the fair is. These operations are generally carried out by specialized transport companies or freight forwarders but must be planned or coordinated by the person in charge of the stand.

1. Transportation Logistics : Fair Delivery

Normally, the congestion of the corridors and of the fairgrounds in general, is an endemic disease in most of the fairs and practically inevitable.

Therefore, logistics and transport within the fair tend to be greater and more serious the smaller and narrower the pavilion and the fewer days available for the assembly of the stands.

For this reason, it is advisable to have in advance the plan of the pavilion in which we are located in order to check the size of the stands next to ours, depending on its dimensions we can foresee which days will be the most congested, if they are neighbors With small stands they will most likely start receiving their boxes a day or two before the fair starts. If it is large stands, it is logical that they begin to receive goods from the first day.

With this background, it is recommended:

• A hiring of a stand giving wide aisles. Adequate advance delivery of goods. When the goods are transported in containers, the boxes must be loaded in the opposite direction to that desired for delivery at the foot of the stand. Staggered delivery of the goods, as It is not advisable to receive it at the same time or on the same day. Each package must have a clearly visible label on each of its sides, collecting at least the following information: Company name, name of the fair (city and country), hall or hall number and stand number, package number / total number of packages, name of the contracted transit company, other information (weight, stackable / non-stackable package, fragile merchandise, etc.)

1. Transportation Procedure to Trade Fairs

The packing list must include at least the following information:

• Package number Package type Package dimensions, gross and net weight Detailed goods list

2.4.3 Merchandise Packaging

The transport packaging protects the merchandise during the multiple manipulations that it will have to undergo until delivery at the foot of the stand and once the fair ends from the stand to the outside of the fairground.

Basic rules:

• The packaging must facilitate the handling of the merchandise. It must be resistant.

From what was previously explained, we can make the following clear:

• The image of the shelves is crucial to define the success of a fair, since it is the first impression that it gives to the visitors, and makes you decide whether to approach the shelf or not, so order and impeccability must be maintained during the entire fair.The proactive attitude of the employees on the shelf can influence the purchasing decision of customers, therefore, workers must be trained to have a good deal with people, as well as extensive knowledge in products and services provided by the company, in order to explain all the benefits of the same to customers. Properly trained personnel will perform to the maximum at the fair. The negotiation round is a complementary activity in the fair activity,if practiced during the International Fair it is necessary to be very careful because it is the first contact with a potential client, supplier or business partner. A minimum planning of the points to be dealt with in the negotiation round is required. Where the fundamental aspects to take into account are Information, time and the ability to persuade or the power of negotiation. It is recommended to negotiate in an integrative way, creating trust, also concentrating on your needs and knowing how to listen to and capture their non-verbal language. The Merchandising Fair are techniques of how to show ourselves to the potential partner, how to show them our products or services: space of materials, samples, colors, decoration, store image, etc. For this reason it is also crucial not to neglect this aspect,which is an image in the International Fair for the company. The planning of the actions that will be carried out within the fair is very important so as not to fall into improvisations. Since having a work plan and specifying all the actions to be carried out allows you to have better control and performance within a fair.

FINISHING THE FAIR.

The purpose of this section is to describe each of the activities that will take place at the end of the fair. Which is of vital importance to know and plan its development since the success of the realization of a fair will not only depend on how it started and its development took place, but it is also necessary to consider how the end of the fair is carried out because Together with each of the activities that were carried out before and during the fair, they will help us to evaluate it. Within this section, we consider it necessary to carry out the following activities. So we have:

3.1 AUCTIONS, DRAWS AND RAFFLES.

These activities will be carried out in order to stimulate and incentivize the user to visit the fair, and therefore make the purchase of a product or purchase a service. Now, to carry out auctions, raffles and raffles within a fair, they are considered as one more formula to achieve fair loyalty by the client. But it is necessary to emphasize that in the case of raffles and raffles, an adequate control of them must be carried out in order to avoid that clients not only attend the fair motivated by said events rather than by our products or services.

3.2 CLOSING SHOW.

The closing Show is essential in a fair, since through this it will be able to show in great lights how great it has been to carry out the fair event, in the same the organizers will be able to show various artistic shows according to the type of client and product To exhibit, also through these, the client is expected to spend a pleasant and pleasant moment, transcending a simple purchase at a fair.

3.3 CLOSING CEREMONY.

The closing ceremony is the closing of the fairground and the activities of the fair. Generally this activity will be in charge of the inauguration and logistics commission which will ensure its proper development. During the development of the same, the closing speech will be offered, which will be given by the organizers, in which each of the participants and sponsors will be thanked for allowing it to take place, in addition, certain recognitions will be offered, ending with the evaluation of the event.

However, this activity is often overlooked and should not be so, since the closure will allow participants, sponsors and authorities to know the results of the fair.

Within these results we have:

1. You visitantes.Número number of cerrados.Total participantes.Cantidad of business expenses for the realization of the different activities planned and ejecutadas.Premio the best companies in assembly stand, attention to the customer, and so on .

Finally, we can conclude this chapter remembering that:

When carrying out the organization of the fair it is necessary to take into account various aspects which should not only focus on the start of the fair but as organizers of the fair we must ensure that the development of the fair event takes place done in a proper way from start to finish.

• Aspects such as auctions, raffles, artistic shows, etc. that are carried out during the fairs, can be considered as possible strategies to achieve customer loyalty to purchase our products or services. It is of vital importance to carry out a final evaluation of the development of the fair in order to be able to know the positive and negative aspects which can be improved and reinforced in the following realization of a new fair .

INFORMATION SOURCES

• STARK, Peter and FLAHERTY, Jane. 2003: The Only Negotiation Guide You Need. Editorial Browadway.SACO VÁZQUEZ, Manuela; LOPEZ, María Fátima; MORENO SÁNCHEZ, Eva Marina; PEREZ-LLANTADA, Lara. Strategic Planning of Trade Fairs. Dykinson Bookshop-Publishing House. NAVARRO GARCÍA, Fernando. 2001: Fair Marketing Strategies . ESIC Editorial .http://books.google.com.pe/books?id=4RKqzdDOEy 4C & dq = »Strategies + of + marketing + fair» + navarroEl Marketing at the Fair. http://ccc.org.co/Documents/2005/Ferias/Marketing.ppt Positive and negative attitudes that take place at a fair. http://www.microsoft.com/spain/empresas/marketing/rentabilidad_ferias.mspx Fair Definitions. http: // www. en.wikipedia.org/wiki / Fair How to successfully participate in an International Fair . In: http://www.prompex.gob.pe/prompex/documents/miercoles_exportador/2006/05-10_feria_internacional.pdf Manual for Fair organizers. http://www.negociosgt.com/archivos Tools to organize a Fair. http://www.mastercinco.com/doc/feria-her tools.pdf Participation Manual in International Fairs.

Electronic Tutorial on Profitability at Fairs Http: // www..microsoft.com / spain / companies / marketing / profitability_ fairs.mspx Visit: May 6, 2009

«The personnel involved in the preparation, development and post-fair management are the most important factor on which success rests. Such personnel must be trained and motivated, "explains Juan Puchalt. An opinion fully shared by Pere Camprubí: "It is advisable to have qualified people at the stand who know the dynamics of the company and the characteristics of the product on display."

Electronic Tutorial on Profitability at Fairs Http: // www..microsoft.com / spain / companies / marketing / profitability_ fairs.mspx - Visit: May 6, 2009.

FERNANDO NAVARRO GARCIA. Fair Marketing Strategies, Page 97. Published by ESIC Editorial, 2001

Andean Institute of Popular Arts of the Andrés Bello Agreement. How to Organize a Fair, p. 34 First Edition 1999

Conference in Colombia: “How to successfully participate in fairs” PTT N ° 87. At:

Merchandising at http://es.wikipedia.org/wiki/Merchandising. Visited on May 18, 2009.

Navarro García, Op.citp. Pp. 133-149.

Main Square.

www.promendoza.com/organicos / ferias - Visited on May 20, 2009

«Trade fair marketing strategies http://books.google.com.pe/books?id=4RKqzdDOEy4C&dq= Visited on May 20, 2009

Navarro García, Op.citp. P. 214

Fair organizers manual.

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