Enhancing the Capacity of Intermediary Business Organizations in Nepal

1. Enhancing the Capacity of Intermediary Business Organizations in Nepal Project funded by the European Union Implemented by EEC-Nepal

2. 2 Day Seminar17-21November 2008Annabel Fogden, Head, World Trade, LCCI • How to Arrange and Carry Out Networking and Match-Making Activities and Events • How to Prepare and Participate in Trade Fairs and Exhibitions

3. London Chamber of Commerce • A strong track record of organising networking events for our members and taking part in overseas exhibitions • Why these activities can be an important activities for IBOs • Who I am and my experience • Who you are and your organisation’s experience of events / exhibitions

4. Organising Successful Networking and Match-Making Activities • Guidelines for organising effective events that will help your companies gain information and useful business contacts • What do we mean by ‘networking’ and ‘matchmaking’?

5. Key Steps in Event Organisation • Decide on and Set Objectives for the Event: What are you seeking to achieve? Who is the target audience and what would you like them to gain by attending? Scenario 1: Networking Event Business Opportunities Seminar: eg.‘How to do Business with the UK’ Scenario 2: Match-Making Event Hosting a Visiting Trade Delegation from UK with Match-Making Activity

6. Events cont. • Format for the Event what’s practical, timing, venue, budget • Budget Considerations catering, printing / promotional costs, venue delegate fee sponsorship • Example Budget

7. Event Programme • Plan the Programme Well in Advance 3 - 4 months as a minimum • Key Elements - Chairman’s Introduction (5 mins) - Presentations (20 mins each) - Question and Answer Session - Networking / Matchmaking Session - Profiles of the Visiting Delegation

8. Match-Making: Company Profile • Name of Company • Description of Business Activity • Year of Establishment • Number of Employees • Turnover • Trade Intermediary – agent/distributor/manufacturer • Description of Co-operation Sought – buying/selling/JV

9. Marketing the Event to your Members Writing the Flyer What to think about before you write: - who are the audience? • what do they think now? • what do you want them to think about after they have received your message? • what is your message? • how will your message be received? • what do we want them to do?

10. Writing the flyer cont. • Key messages for an event • why should I come? • what do you know? • who are the speakers / visiting delegation? - and why is he or she important to me?

11. Writing the flyer cont. AIDA – a handy marketing tool to ensure your writing grabs attention • Attention - give the event an eye-catching title, use ‘powerful’ words • Interest - information about the opportunity in the market and visiting delegation • Desire (show benefits not just features) - eg. ‘opportunity to meet potential buyers’ • Action - ie. complete and send the registration form

12. Writing the flyer cont. • Registration form -Delegate contact details - Company activity - Who they are interested in meeting (for matchmaking)

13. Promotion • Circulate 6 weeks before - by email / mail / display - available as a download from your website • Database - your members and contacts - multipliers (other IBOs)

14. Before the Event • Maintain database of companies registering and who they would like to meet • Confirm catering and room arrangements in advance as requested by the supplier • Request presentations from the speakers 1 week in advance • Circular email to delegates to remind attendance • Photocopy programme and delegate list, presentations to give out as handouts on the day • Prepare delegate badges for the day • Set-up meetings schedule and brief the delegation and the seminar delegates on the arrangements

15. Managing the Event on the Day • Event manager - responsible for looking after the speakers, room arrangements • Colleagues - looking after delegates arriving and Registration desk • Arrange tables for delegation and one-to-one meetings • Feedback Questionnaire • Follow-up

16. How to Work the Room: Networking Tips • There is more to networking than greeting people. Powerful networking focuses on establishing mutual interest and building connections, not closing sales. • Provide a memorable first impression; express succinctly what your organisation offers as well as listening to people’s needs with the aim to help. • Always carry business cards with you and make notes on the back of cards you collect, to jog your memory when following up with a contact you have met. • Keep up the momentum after the event by following up contacts of interest that you have met within 24 hours. For the personal touch, tailor each follow up to the individual in question by highlighting key points of your conversation at the event.

17. Networking Tips cont. • If you didn’t get the chance to meet the right person at the event,why not drop them a line to introduce yourself and arrange a meeting. When preparing your communication remember that the person you want to meet may have been on the event guest list but may not have made it to the event, so always tailor your approach accordingly. • Remember that networking is like any other form of marketing and business development - it is not a quick fix and it will take time and effort to build trust and cultivate relationships before a prospect can be converted in to a sale. • The more networking events you attend, the more likely you are to build relationships and gain visibility but always try to select those events that will likely attract your customer or people you want to get to know.

18. Networking Tips cont. • To maximise your networking do not spend too much of your time at an event with one person. To make the most of a networking event aim to spend 70% of your time with people you don’t already know. • The paradox is that at a networking event everyone wants to sell. However, successful networking requires you to be prepared to buy as well as sell and to share information as well as gathering it.

19. Group Exercise: list key points for a marketing flyer to attract your member companies to attend an event • Scenario: A business delegation of 10 companies from the UK is visiting Nepal. The group is made up of: - 5 buyers from the UK coffee, floriculture and gift industries - 5 sellers of UK equipment and services relevant to the above industries - Title of your event? - About the Event – key points? AIDA – generate interest and desire – show features and benefits

20. How to Prepare and Participate in Trade Fairs and Exhibitions • Video • Organising Collective Participation: SWOT analysis from IBO’s perspective

21. Trade Fairs and Exhibitions • Trade fairs play an essential role in international business. They provide companies with indispensable tools for entering new markets or to expand existing market shares. • IBOs are in the position to contribute to their country's export performance by organizing participation in a collective way, ie through a national pavilion. • Organizing a national entry demands a professional approach. Poor presentations will seriously jeopardize the image of the country, the IBO and the individual exhibitor. Great waste of financial expenditure also.

22. Why Take Part in Trade Fairs Major advantages of trade fairs: • Concentration of sellers and buyers, meeting face-to-face • Audience open to receive information • Presentation and inspection of products • Immediate feedback and adaptation of communication • Reaching prospects which are otherwise difficult to reach • Viewing the competition, its products and marketing techniques

23. Why Collective Participation • A national entry in a trade fair is a business card for your country's identity. Its high impact has a stronger pull on attention from visitors and the media than that of an individual participation. Do not underestimate the image that buyers perceive, particularly in highly-developed industrial markets. • Collective participations bring the costs down and command a stronger position in the negotiations with third parties. • Individual companies are often not able or capable of presenting themselves in a professional way. In addition, group participations will make them feel more secure, particularly when new to a market.

24. What are the Objectives for an IBO in Participating? • To improve the country's image • To inform about the country's industrial capacity • To communicate trade policies and export schemes • To present the latest technologies • To promote investments • To promote the country as a tourist attraction • To establish or strengthen confidence among potential buyers • To facilitate business contacts for the individual exhibitors • To introduce individual companies

25. Key Considerations for IBOs • Does the exhibition fit in with the IBO's overall promotion plan • Is there a suitable trade fair covering the target markets • Do we have enough qualified staff to handle the project? • Does the number of applications justify the entry? • Is there sufficient budget? • Have we investigated all possible sources of sponsorship? • Will we get enough stand space in the desired location? • Can we meet the market’ demands and regulation?

26. Selecting the Right Exhibition • Check the reputation of the organiser • Look at the number of shows already held and the track record • Ask for analysis of previous year's attendance • Visit the event yourself

27. Checklist for Exhibition Selection • Name and subtitle of the event • City and country • Period when it takes place • Products / services to be exhibited • Breakdown of exhibitors, national and international • Names of sponsoring bodies • Products sectors within the fair • Gross and net stand space and ask for map of the hall • Promotional campaign to attract visitors • List of trade magazines • Assistance on hotel accommodation • Themes and concurrent events • Exhibitor catalogue of previous years • Costs of space and shell scheme stands

28. Exhibition Websites • Expodatabase www.expodatabase.com • Europages – The European Business Directory www.europages.net

29. Managing the Project Never miss the deadlines for: • Reservation of Stand Space • Submission of Catalogue Forms • Ordering Exhibition Services • Ordering Stand Facilities • Submission of Stand plan to organizers • Booking of Accommodation • Arrival of Exhibits • Payment of Stand Space

30. Working with the Organiser

31. Using the Exhibitor’s Manual • Received after the application for space accepted. • Contains conditions and regulations for participation and technical matters, promotional assistance and order forms with deadlines. Often on-line. • Study the manual with care and pass on relevant parts and forms to individual co-exhibitors

32. Time Frame • No set rules • Every exhibition has its own timing, some fairs are held twice a year • Hotel booking may sometimes be necessary a year in advance

33. Overview of Key Steps • Decision on Objectives and Exhibition Selection – approximately 12 months in advance • Recruit co-exhibitors to meet your deadline with the Organiser’s for space allocation and payment of deposit

34. Key Steps Obtain quotations for: • Stand construction • Freight forwarding • Travel • Draft budget and set participation fee for co-exhibitors • Prepare application forms with full details for co-exhibitors • Recruit group to meet organiser’s deadline • Appoint contractor

35. Key Steps Once you have recruited your group • Plan allocation of space and layout of the pavilion for the stand contractor and show organiser • Sign organiser’s contract for space • Check exhibitors’ manual • Update co-exhibitors on arrangements • Catalogue entry forms • Appoint freight and travel agents • Publicity – press releases

36. Key Steps • Compile group exhibitors’ brochure • Submit requests for contractor and exhibitor passes • Payment checks before departures – balance of space • Travel Arrangements for IBO • Arrival of IBO representative on site - 2 days before exhibition opens to liaise with stand contractor • Arrival of co-exhibitors - 1 day before • Exhibition period – speak to your co-exhibitors daily, on-going evaluation

37. Key Steps • End of exhibition – return of exhibits • Settle payment and dues • Post exhibition report - 1 month • Follow-up activities - 1 month • 2nd evaluation – 12 months

38. Preparing the Budget Participating in a trade fair is expensive. Major budget components: • Space: Floor space rental costs typically range from £100 to £300 per sqm. • Stand construction • Staff: travel and allowances, hostesses, interpreters • Travel • Facilities: tel, internet, AV, cleaning, energy • Publicity, printing / literature • Transport • Exhibitor recruitment – printed material, postage, tel

39. Recruitment Essential to recruit sufficient numbers for viability of group participation • Recruitment campaign – start early • Contact potential exhibitors via direct mail, bulletins, press releases, email. • Arrange a meeting to promote the visit and to measure level of interest – collecting facts and figures about the target market, the exhibition as well as the procedures for registration.

40. Recruitment Cont. • 1) Announcement – by email, advertising, press release, website, with a short description of the project, its objectives, info on target market, the exhibition, benefits for exhibitor and how to apply for further details. • 2) Application details: with full detailed description of the fair, product description, target groups, conditions for participation and application form. The latter must clearly state the responsibilities of both the IBO and co-exhibitor. And request full payment up-front from co-exhibitors. • 3) Confirmation of receipt of application, giving the time span for processing the same and the date when a decision on acceptance or rejection can be accepted.

41. Recruitment Cont. • 4) Selection of exhibitors – the application form should enable you to select co-exhibitors on the basis of the best products, the highest level of professionalism. Product suited to the market. • 5) Notification of acceptance – confirming acceptance of application, with instructions for next steps

42. Space, Stand Construction and Design Location of the Stand Space • Make sure the area assigned to you is in the hall or area which is dedicated to the product or services your group will be exhibiting. If the group covers products or services which fit into different sectors of the fair, it is worth considering split locations. • The fair organiser decides upon location, shape and size. Important to indicate preferences when applying for space.

43. Space • Ask who your neighbours will be. Ask about pillars, see floor plan. • Collective pavilions may be in prominent places, may be a hall for international entries. • Most crowded areas are at the front of the hall, on main gangways, near restaurants.

44. Space Size of the Space for the Pavilion • Size of Pavilion determined by various factors: limitations imposed by the organiser, your available budget, the volume of the products, any activities planned, the space required for common areas, but most importantly the number of co-exhibitors. • Stand space is very expensive - space and construction • Example: Booths space 10 x 12sqm = 120sqm • Information stand: 20sqm with back office • Total space: 140sqm

45. Space Layout Layout of the Pavilion – key considerations: • How much space is necessary for each stand • Space required for office, reception • Which exhibitors get most prominent locations • Cost – who’s paying for the shared areas • ‘Island’ site most common for larger collective pavilions – open on 4 sides, offers large exposure, easy for dividing if suitable depth

46. Shape of the Stand Space • Aisle Site • Corner Site • Head Site • Through Site • L-shape Site • Street Shape Site • Island Site 5 1 4 2 7 6 3 6

47. Island Stand, Shell Scheme

48. Design of the Pavilion Key issues that influence the design • Objectives for exhibiting • Budget • Aesthetic reactions vary from country to country • Design should be functional and creative • Establish a strong identity • Attract attention • Must facilitate the co-exhibitors in achieving their objective • National element will be predominant but displays or features accentuating national impact should match with working environments for co-exhibitors • Flow of traffic

49. Photos – British Pavilion at New York Gift Show