1. Natural Ingredients
Trade Fairs:
a SWOT analysis
Bogota, Colombia
September 2012
Joost Pierrot &
Christophe Landuyt

2. The European Trade fair landscape
 Types of trade fairs
 Sources of information
 Selecting the right trade show
 Company related criteria
 Show related criteria
 Exercise

3. Trade fairs in
Europe
 Types of trade fairs
 Range (broad - specialised
 Reach (horizontal - vertical)
 National - international
 Product oriented - knowledge oriented
 The internet
 Google / Yahoo
 Industry specific portals
 Exhibitions portals

4. Trade fairs in
Europe
 Sources of information
 Industry peers
 Industry federations
 (Potential) customers
 The internet
 Google / Yahoo
 Industry specific portals
www.foodnavigator.com
www.food-ingredients.com
Exhibitions portals
www.auma.de
www.tradeshows.alibaba.com
www.biztradeshows.com
www.tradeshowalerts.com

5. Selecting the right
show
 Company related criteria:
 Hunger for new markets
 Need to deepen existing markets
 Budgeted operation
 Tradition of trade show participations
 Margin for increased demand

6. Selecting the right
show
 Show related criteria:
 Distribution ≈ catchment area
 Fitting in marketing strategy
 Easily accessible for target groups
 Suitable period for target groups
 Reputation and image of show

7. Selecting the right
show
Alternatives
Hi Ni Europe,
Appropriate trade fair SIAL, PARIS ANUGA, KOELN Event XYZ
FRANKFURT
Weight Points Product Points Product Points Product Points Product
w p wxp p wxp p wxp p wxp
Criteria i
Target group
Significance
for market
Quota of trade
Booth costs
Accessibility
Frequency
Total 100

9. For more
information:
WWW.CBI.EU