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Trade fairs for exporters and buyers: plan and follow-up

Trade fairs offer something email cannot: in a few days you can see the goods, talk to dozens of companies and judge who is worth working with. To come back with counterparties rather than a pile of business cards, you need three things: the right fair, meetings booked in advance, and disciplined follow-up in the first days after you return. Below is a practical plan for exhibitors and for buyers.

By Hiram Trade Editorial Desk

Published

6 min read

Choosing the fair

Not every large event suits your company. Before paying for a stand or tickets, check:

  • visitor profile: wholesale buyers, distributors and procurement teams, or consumers,
  • reach: international or regional; how many exhibitors and visitors come from your target countries,
  • segment: a general food fair versus a specialised one (ingredients, packaging, organic),
  • timing in the buying cycle: many sectors fix seasonal contracts in particular months,
  • reliable figures: in Germany, figures for many fairs (exhibitors, visitors, space) are audited by FKM, an organisation managed by the German trade fair industry association AUMA; the FKM database lets you compare events on the same basis.

An example from the Philippines: CITEM, the export promotion arm of the Philippine Department of Trade and Industry (DTI), organises IFEX Philippines (food, beverages and ingredients) and Manila FAME (home, fashion and lifestyle). According to CITEM, Manila FAME runs on 15-17 October 2026 and the next IFEX Philippines on 20-22 May 2027, both at the World Trade Center Metro Manila. Always confirm dates with the organiser.

A good first step is to visit a fair as a visitor. You will see who exhibits, how competitors present themselves and whether buyers from your segment actually attend. Decide on your own stand based on what you observed, not on the organiser's brochure.

Exhibitor preparation: 8-12 weeks before

  • a numeric goal: how many meetings with qualified buyers, how many new contacts, how many requests for quotation,
  • a target list: companies you want to meet, based on exhibitor and visitor lists from earlier editions and your own research; see how to find buyers in the EU,
  • invitations: an email to each target company proposing a specific meeting time at your stand,
  • materials: technical specifications, minimum order quantities, available certificates, lead times, indicative prices under a chosen Incoterms rule (see Incoterms 2020 in practice),
  • samples: check the rules for bringing samples into the host country (food, cosmetics and dual-use goods may need documents),
  • team: who leads commercial talks, who knows the technical details, who records what was agreed.

Buyer preparation

A buyer who arrives without a plan spends three days in random conversations. Better to:

  • prepare a short requirements sheet: product, parameters, annual volume, delivery country, preferred Incoterms rule,
  • pick 15-30 companies from the exhibitor list and book meetings in advance,
  • have a list of verification questions: legal form, registration number, manufacturer or trader, exports to the EU, certificates, minimum order,
  • record answers in one format so you can compare companies when you get back.

After the fair, a structured request for quotation to shortlisted suppliers lets you compare offers on equal terms. See our RFQ template.

At the fair

  • qualify quickly: who decides on purchasing, what volumes, when the purchase is planned, any requirements you cannot meet,
  • take notes immediately: after each conversation write down three things on the card or in an app: need, volume, next step,
  • agree a concrete next step: a sample, a quote, a video call on a named day,
  • do not promise a price without calculating it: give a range and a date for the written quote; see negotiating B2B quotes,
  • verify counterparties: presence at a fair is not proof of reliability; before the first deal, check the company in registers and sanctions lists.

Follow-up: the first two weeks

Most trade fair leads are lost because nobody follows up. A plan:

WhenWhat to do
Within 3 working daysThank-you note referring to the conversation, with the promised materials
Within 7 working daysA quote or RFQ using the parameters discussed at the fair
Within 14 daysSamples, a video call, clarifying terms
After 30 daysReview the pipeline: who replied, who ordered samples, who went quiet

Tag each contact as hot (a concrete need and date), warm (interest without a date) or cold. Spend the team's time on hot leads first.

How to tell whether it paid off

Compare the total cost (stand, build, travel, samples, team time) with results after 6-12 months: requests, samples, orders and their value. In many sectors the first order after a fair arrives only months later, so do not judge a fair by its first week.

Checklist

  • Fair chosen by visitor profile, not just size.
  • Target list and meetings booked before travelling.
  • Technical materials and indicative prices under a fixed Incoterms rule.
  • A note with the next step after every conversation.
  • Follow-up within 3 working days.
  • Every new counterparty verified before the first deal.

Trade fairs and a B2B platform work well together: on Hiram, companies publish offers and requests and get matched, so a contact from a fair can move into a structured RFQ and quote comparison. Publish your offer or request after registration.

Sources

This article is for information only and is not legal, tax or customs advice. Rules and rates change: check the current official sources or consult an adviser before you decide.

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