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Lorraine Bowen!
Business Acumen & Export
Management @ Showcase!
Preparing for Showcase
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This slideshow gives an overview
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What to expect!
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What & how to prepare!
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What to research!
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How to do follow up post show!
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Be clear about your
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5. How will you measure success at the
show
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How to prepare in order to meet
your expectations

7. You will need to RESEARCH in advance!
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Showcase & CCOI websites,
competitors & their customers,
other types of attendees, potential
collaborators, target buyers,
trends, the media, award/ profile
building opportunities, delivery
costs, currency rates…..

8. PREPARE
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Yourself as a
business person
Packaging
helpers
Pricelists and brochures
Your USP
Perfect sample
product range

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Your stand display
Your set up toolkit
Your transportation
Your social
media
presence &
strategy

10. BE SURE OF….
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Cash flow for production costs post
show
Your supply chain/ supplier
relationships
Your production capacity

11. WHAT TO BRING FOR SET UP
Help & supplies are far away & time is prescious!!!
Do a dry run & cover all bases- nobody will lend you
a ladder!!!
(Keep a small diy kit on the stand
during the show)
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Bring it all just in case!

12. OTHER EXHIBITORS- a resource!
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Sharing & supervising stands!
Logistics!
Sharing buyer information / contacts!
Saving on shipping costs!
Sharing or referring an agent or rep!
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13. SELLING!
You can’t just know about
making you must know about
buying & selling!
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Don’t just tell…….Sell!
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NOT JUST A PRETTY
FACE/ product
Where is the story?!
Where is the brand ?!
Where is the full range?!
Where is your ‘shop’?!
Look like a shop to sell to a shop- talk a buyers
visual language
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15. You are starting a relationship not
just getting a sale
• No speed dating (aim for repeat orders)
• No blind dates (research who is attending)
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16. CUSTOMER SERVICE AT THE SHOW!
Don’t judge a book by its cover- treat
every enquiry with the same
professionalism
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Samples of other opportunities that can
emerge from Showcase- be a creative problem solver

18. Export: Is Ireland enough?!
Just because you live here does not
mean this is your (only) market?
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Sales & promotional
materials
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SALES PACK!
Images of your products/designs ref by size
and/or code!
information about yourself/ business!
Pricelist!
http://www.ccoienterprise.ie/ideas/article/attending-trade-shows!
ref: Article by Maebh Ring
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21. Pricelist/ order form!
the BIGlittle piece of you they get to take
away
must maintain brand quality!
must relate to the product range on
sale!
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22. Price list as order form!
leave space for!
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• Name of the trade buyer’s company
• Name of the contact person
• Office address / telephone / fax / email
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23. Pricelist / order form!
Sizes, colour options etc
Payment terms / methods
Shipping costs/ breakage policy
Currency options
VAT number
Retention of title statement
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24. Pricelist / order form
Terms and conditions
Credit reference
A date
Minimum order
A note re the natural variations occuring in
the work
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25. Pricelist / order form
Shop / delivery address / telephone / fax / email (if
different)
Delivery date agreed
Payment method
VAT
Landed euro/ landed currency/ ex workshop prices-
3 priceslists. Price is king- in any language!!! Know
that your price is right.
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26. Taking orders
• Do not take an order you cannot complete-
important to know when to say no
• Check them out
• Confirm the order
• Secure payment & shipping details
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Sample orders
• Photograph how a sample order looks when
merchandised
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28. Agents and distributors!
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research them well!
know their other brands!
make sure they have bought into your
brand story and need you!
10-40% commission-scale depends on risk
and investment!
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29. After the show!
Follow up on enquiries straight away!
Send any requested samples & info!
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Listen, Listen &……. evaluate-what did you learn?!
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Reflect on objectives- measure R.O.I!
Meet your promises re product & service!
Deliver on time!!!
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Communicate: any issues re late/ incomplete delivery in advance!
Stay in touch with other exhibitors for extra info, support &
referrals
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