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Making the most out of trade fairs
By: Diamond World News Service
Jul 5 2014 5:20PM
Reference: 9294  

Trade fairs, shows and exhibitions can be described in an incorporated manner as refined platforms for steering business on a national and international scale. It is more than just a marketing tool as the entire market is at your fingertips. As a source of market information they fulfill your needs in an integrated way.They deliver an outstanding opportunity to measure opinions from clients and resolve market potential, conduct research and gauge competition, develop commercial structures by identifying new agents and distributors, and initiating joint ventures and project partnerships.

In the age of tech-aficionados, this old school tool still finds takers and holding its fort firm. It still proves the old adage ‘Old is Gold’ true. From new launches and gauging competition to spotting the trends and infusing positive sentiments, trade shows do it all. How exactly is this happening? Kunjal Karaniya and Kavita Parab find out…

“Trade isn't about goods. Trade is about information. Goods sit in the warehouse until information moves them.” – said C. J. Cherryh about trade. And what could be better way to move the information than the trade shows/trade fairs. Trade shows are events where companies that are involved in a certain industry gather to exhibit their products, learn about current trends in their industry, and gain knowledge about their competitors providing opportunities for selling, reinforcing existing business relationships, and launching new products. Many companies rely on industry trade shows to find a possibility to grow their customer list, establish partnerships, learn ways to improve operations and establish themselves as industry thought leaders. So trade shows are definitely helpful for the industry.

Be it an international trade show or a domestic, the organisers, exhibitors, participants and buyers have few things in common to say. They all agree that the trade shows are undoubtedly the best platforms to connect with the industry as whoever visits these shows is directly or indirectly connected to the industry and the benefit does follow with such visits. While HKTDC Hong Kong International Diamond, Gem & Pearl Show and the HKTDC Hong Kong International Jewellery Show are good for tapping the Asian markets; the much-touted show like Baselworld is the only place which brings the global jewellery and watch industry under one proof. Rebecca So, Manager, Marketing Communications, Exhibitions Department, Hong Kong Trade Development Council (HKTDC), agreeing on the same said, “The HKTDC Hong Kong International Diamond, Gem & Pearl Show and the HKTDC Hong Kong International Jewellery Show provide an effective platform for exhibitors to meet quality buyers from all over the world and take the opportunity to tap into the lucrative Asian market and the Chinese mainland market.” Talking about the top retailers who are the main visitors for such shows, evenIshu Datwani, Founder, Anmol Jewellers, India, is very optimistic about the trade show concept as he said, “Yes, the trade fairs are very helpful for the business. Apart from being motivational and inspirational, the trade fairs are good avenues for networking and to meet the right kind of people. One can know what are the new trends coming in and be ahead of the game.”

As the industry is quite upbeat about the trade shows, what are the guidelines for the first time visitors or exhibitors? Nirav Bhansali, Convener – Exhibitions Sub Committee (National),GJEPC has advice for both as he said, “For choosing the right product and to make the right choice, one needs to do his homework before-hand. One needs to do research and visit websites to find the exhibitors and list down their choices to make it easy to spot on the floor plan at the venue.”

Another prominent retailer Rajiv Popley, Director, Popley Group, India, spoke about the factors that the participating companies have to pay attention. He said, “The trade shows provide a neutral platform for companies and showcase their products in an untamed territory. People’s perception about your company, products, and services is a major factor in their choice of brand preferences and their buying behavior. This is an important factor that companies look at. Be it slowdown or a good market, jewellery companies do look at expansion and growth in international trade and exhibitions.” He adds further that correct combination of products can do the trick. Popley also informed, “It is very important to choose the correct product to showcase during such shows. One can either choose from his existing range of products or look for current trends and demand before displaying the said designs.”

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