Trade Show

Informational Overview

2016
What is a Trade Show?

A trade show (also known as a fair, trade exhibition or

expo) is:

An exhibition for companies and organizations to showcase

their latest products, services and business plans to attract
new customers, contacts, and/or investors

A meeting venue used to interact with a wide audience.

Companies/organizations host booths at the Trade Show and
thereby provide a location for these interactions

Disclaimer: Shuraako, and the organizers of the Somaliland Investment Forum, have assembled this presentation to provide
information on and regarding Trade Shows. Please ensure to conduct your own research in preparation for the Somaliland
Investment Forum to ensure you are most effective. Please see the SIF Trade Show Information document for unique details
particular to the SIF Hargeisa Trade Show .

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Two Important Considerations

1. Attracting Visitors:
Your trade show booth (or table) should be
clearly visible and attractive to visitors
See example to the right of a compelling
exhibition display clear logo, colorful
banner with business description, tidy
table, and give-away materials 1

2. Engaging Visitors:
Once visitors are at your table, you have
limited time to convey information
Ensure your presentation and interaction is
engaging, informative, and persuasive

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4 Areas of Consideration for
a Successful Trade Show

1. S E T T I N G G OA L S
2. D E S I G N I N G YO U R E X H I B I T I O N
3. A D V E RT I S I N G YO U R B U S I N E SS
4. I N T E R A C T I N G W I T H V I S I T O R S

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1. Setting Goals
Set clear goals for your trade show participation. These questions can
help guide you in identifying your goals:
Why are you exhibiting?
Potential Answers: Promote a new product, Solicit new customers, Find new
suppliers, Network with investors, Strengthen relationships with existing
clients, Increase your brand name, or Research the competition
Who is your target audience?
Potential Answers: Type Investors, Suppliers, and/or Clients. Ensure your
exhibit has something for each of your target audiences (e.g., investors may
want summary financials, clients may want to see product samples)
How many visitors do you want at your exhibit?
Potential Answers: All trade show participants (spending a little time with
each visitor), or just a select number of visitors (spending quality time with
each)

TIP: Design your exhibit & purchase

necessary materials (ahead of time) to meet
the goals of your Trade Show
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 2. Designing Your Exhibition Space
Company
Ensure your business logo and Branding
colors are readily visible, so
visitors can easily recognize your
exhibit
Ensure the companys name and
product or service offering is
clearly displayed
Visitors should be able to quickly
determine, as they approach your
exhibit, who you are and what you
do
Having a product sample (or photos
of the product/service) will make a
lasting impression on visitors
Ensure your exhibit is inviting to
visitors and easy to approach Sample Company
Product Logo
Demonstrate your product/service
to visitors and ensure nothing 6
obstructs your booth
 3. Advertising Your Business
Wear a name tag so that people will TIP: Provide
remember your name complimentary
giveaways to attract
Ensure you have business cards to
visitors
distribute to visitors
Present a professional air speak
clearly, dress professionally, stand up
to greet visitors, and have welcoming
body language
Your exhibit reflects your company
and the way you do business
Personal items and other materials
that are not part of your exhibit
should be out of sight
Print brochures with key information Provide
TIP: Provide promotional
on your business so that visitors can materials
quick, easy to
take away key information branded with
read information your company
Provide free promotional materials on your business logo
advertised with your companys name
& logo to visitors such as pens and
notepads 7
 4. Interacting with Visitors
Once visitors are at your exhibit, positive interactions are crucial
Welcome your visitors
Prepare a short presentation
Be able to succinctly describe your business and its unique strengths to visitors (2-3
minutes). Short presentations are also called elevator pitches
Prepare answers for the top 5 10 most common questions visitors may ask
Tell the story of your business
Businesses, like people, have stories what is the story of your business? How did your
business start, grow, and become successful? What unique challenges did your
business overcome?
Actively engage visitors
Ask questions to uncover what the visitor is looking for in your trade booth. The visitor
has come to the booth to learn about your business
Demonstrate your expertise by articulating specific sector insights
Record visitors information
Have a sign in sheet for visitors (i.e., name, phone number, email) and/or receive their
business cards
Thank visitors for stopping by your exhibit
Follow-up promptly with people who showed an interest in your company 8
SIF Trade Show

Trade Show Table Reminder:

The SIF Trade Show will provide participants with a table and chairs, thus there is
limited space. Full SIF Trade Show tables are approx. 1.73m x 0.65m table

Questions:
Contact the SIF organizers at SIF@shuraako.org

Full Details on the Trade Show:

Full details on the Trade Show are included in the SIF Trade Show Information
document. If you have not received this document, please contact the organizers
at the email address listed above.