During a recent trip to China, I attended three automotive industry trade shows. The first of those trade shows was the annual Automotive Maintenance and Repair Trade Show (AMR) held in Beijing every year. The other shows, which ran concurrently, were the Beijing International Automotive Exposition (2010 Auto Expo) and the Auto Components and Parts.
What struck me about these shows was how well attended they were. In the U.S. automotive industry, trade show attendance nose dived immediately following 9/11 and, while improving over the years, took another hit in 2008 during the economic meltdown. And although domestic auto industry trade show attendance is on the rebound, with the advent of virtual trade shows combined with the tough economy, it is unclear whether domestic trade shows will regain their former glory. On the other hand, international automotive industry trade shows seem to be going strong. In fact, there are so many auto industry trade shows in China and Brazil, for example, that it is tough to identify which ones might meet your needs.
So, should you consider attending an international trade show, either as an exhibitor or buyer? The answer: It depends. If you are willing to invest the time and effort to make sure you get value from the experience, the answer leans towards yes. However, if you think simply showing up will bring value, perhaps you should reconsider.
Like domestic trade shows, international shows showcase new technology and products. Trade show participation is one way of keeping up with the changes. Since industry is changing very rapidly in developing nations and affecting the global automotive industry, one can gain an edge by properly preparing for and then attending international trade shows.
International trade shows offer buyers and exhibitors an excellent source of market- and firm-specific information found in one location. They present an opportunity to observe and evaluate a broad spectrum of companies in your space and see both competitors and partners face to face.
Whether you are a buyer or seller at a domestic or International show there are certain questions to ask prior to committing time and money to participate. Why are you going? What do you want to accomplish? Are your expectations realistic? Is it the right show? Have you prepared enough in advance to make the most of this opportunity? Are you sending the right people? Will you reach the right people? Will you follow up in a timely fashion to maximize your investment?
Exhibitors need to ask: Will you be able to communicate with others? Will you be sending the right message? Is your U.S. booth display appropriate for a foreign audience? Do you have any “in language” signage? Have you created a display which will be inviting to the target audience? Do you have people fluent in the language of the country staffing the booth? The bottom line is that preparation is key.
Probably the best-known international trade show in the automotive aftermarket is Automechanika. According to Stephan Kurzawski, Brand Manager Automechanika, since the show —run by Messe Frankfurt — started in 1971, it has grown and thrived. The last biennial show in Frankfurt attracted 161,000 attendees. Close to 50 percent of those attendees came from 140 different countries. Eighty percent of the 4,471 exhibitors came from outside Germany.
In addition to the Frankfurt show, scheduled again this year for Sept. 14-19, there are now 13 regional Automechanika trade shows. “Our events outside Germany give exhibitors access to new markets and put them into contact with new national and regional visitor groups,” says Kurzawski. The regional events serve as opportunities for a variety of countries to enter new markets and also as a local specialist platform for relevant visitors who, because of their individual national circumstances would not necessarily find their way to Frankfurt.”
Regional Automechanika shows are held in Italy, Spain, the Russian Federation (in both Moscow and St. Petersburg), South Africa, Turkey, The United Arab Emirates, China, Malaysia, Thailand, Canada, Mexico and Argentina.
Michel Malik, an Australian motoring journalist, has nearly 30 years of combined experience in motoring, publishing, editorial, advertising and sales. In addition to publishing Bodyshop News, Australia’s leading collision repair trade publication, he prepares and presents the weekly motoring radio program The World on Wheels every Sunday morning on Sydney radio.
Malik attends between six to eight trade shows and conferences throughout the world each year. He advises discretion in choosing which trade show to attend. Make sure to understand what the show offers.
“Some shows are geared for equipment while others for parts and then some for vehicles. Some shows are very local and would not allow exhibitors from foreign regions to participate; some encourage worldwide participation. Some shows have an educational program attached or even a matchmaker forum where buyers (visitors) and sellers (exhibitors) are matched up saving lots of time and angst to both parties,” he says.
According to Malik, trade fairs in general and international exhibitors in particular have come a long way in the last 10-15 years. When asked if exhibitors at international trade shows come well prepared, he responds, “Some were well organized and knew what the locals required and came up with the right exhibition material and brochures, especially in markets where the local language was not English or their native one. Some exhibitors, especially in China, had English-speaking staff to handle international clients.” Obviously this type of preparation increases the value to English speaking attendee buyers.
Another emerging option you can consider to reach international audiences is virtual trade shows. There are some obvious benefits to virtual trade show exhibitors: You can find both country and industry specific on-line trade shows. You can target previously out-of-reach or cost-prohibitive international audiences and develop a global customer base. Virtual trade fair websites tout a wide variety of services. You would be wise to conduct due diligence before signing up. Virtual trade exhibits can save money, but they may not accomplish your objective. Evaluate whether a virtual show will result in increased sales and/or product awareness to make your investment worthwhile. Also, before getting involved, ask yourself the same questions you would if you planned to attend in person.
If you prefer not to travel alone there are some innovative international trade show opportunities available. Linda Spencer, SEMA Director of International and Government Relations says that SEMA has organized groups to attend the China International Auto Parts Expo (CIAPE) since its inception four years ago.
“SEMA is working with the Chinese Government to create a business climate that promotes opportunities for our industry in the growing Chinese market,” Spencer says. “While the CIAPE Show is conducted in a traditional trade show format (in a large convention center), the SEMA CIAPE China Business Development Conference in September has a unique format unlike a traditional trade show. Exhibitors will be assigned one-on-one meetings in hotel rooms with leading Chinese buyers and distributors.”
Depending on what you are looking for, it is even possible to attend or exhibit at an international trade show without using your passport. International attendance is an integral part of AAPEX, the largest business-to-business automotive aftermarket industry event in North America, held every year in conjunction with SEMA.
Whether you are a buyer or seller, prepare before committing time and money to participate in any trade show. Additional preparation is advised when attending an international show, in particular as an exhibitor. Make sure you have people fluent in the language of the country. And consider hiring a translator knowledgeable about your business if you want to have serious discussions. Take advantage of the U.S. commercial service – found in most U.S. embassies.
Automechanika’s Kurzawski recommends doing what he refers to as “premarketing” to promote your presence, maximize exposure and networking opportunities. Let people know in advance that you plan to attend and set up as many meetings prior to arrival as you can. Since most people are busy during the day – don’t ignore breakfast and dinner opportunities.
When calculating the pros and cons of attendance, don’t minimize the importance of face-to-face meetings, B2B meeting set-ups, general networking and education. Use your time wisely by doing some pre-trip research to find out which companies will be displaying and what activities might be of value to you. Write a list of objectives and go after them as if you are “on a mission.”
A few years ago I attended Automechanika in Frankfurt. The show was huge. I was a little overwhelmed. But I had one objective - to figure out how to open a door to the Chinese market. By carefully reviewing the program I found a company that was conducting a seminar about the Chinese automotive market the next day. I attended and have twice been invited to speak at conferences in China organized by that company, enabling me to build a network of contacts.
One final word of advice, don’t forget to bring business cards. Business cards – or name cards, as they are often referred to abroad – are extremely important. You can never have too many. It is better to bring some home than to run out – whether you are traveling the globe or attending a trade show at home. Forgetting what appears to be a small detail like this can significantly affect your impact when building a new network or looking for new customers.
Expect to come home exhausted. If you planned and executed the plan right the investment of time, energy and money will be worth it.
