For Small Firms, a Trade Mission Can Can Get the Ball Rolling

At first, we didn’t realize we had a potential hit on our hands. But soon, over 40 companies contacted our trade show office to make inquiries. It was an unexpectedly strong response to our first announcement of the USDA-sponsored trade mission to Italy and Switzerland.

Originally intended to supplement U.S. participation in the ANUGA show in Germany, the mission had been scheduled as an adjunct, so that U.S. exhibitors could directly continue on from one event to another.

But once introduced, our trade mission took on a life of its own, attracting firms that were not involved in ANUGA. In the end, eight participants from across the United States, purveying a variety of products, signed up.

Over a six-month period, we sent out newsletters to keep participants updated on plans and requirements. A checklist evolved; e-mail and telephone calls kept participants in touch with the FAS staff at home and abroad. Companies were profiled, product offerings were listed and samples were sent to the Milan and Geneva offices.

The advance planning would hopefully pay off later, when the materials would help locate serious importers to meet with the U.S. companies.

Of course, the meetings would be no guarantee of sales, although they would be a good place to begin marketing.

On Friday, Oct.15,1999, participants gathered in the lobby of the Hotel Jolly in Milan, each carrying a customized briefing book detailing individual meetings and product briefings focused on how their individual products could be expected to perform in Italy.

The pace was intense. Companies conducted meetings the entire day; some participants skipped lunch to keep up with the demand of importers who requested a meeting. Interpreters were available–and really busy!

At the day’s end, each company had met with a public relations firm that could market its product throughout Italy; many had already met with distributors who were already bantering about sole rights.

Keeping Costs Down, Opportunities Up

Trade missions offer firms one-on-one appointments with qualified importers at minimal cost. These importers have information about the U.S. firms prior to the meetings and have expressed interest in doing business with them. Participation fees are minimal, and only limited numbers of samples and brochures are required.

The American Café is another cost-efficient export concept that spotlights U.S. products at international shows within the U.S. pavilion. Cafés spotlighting U.S. exports can double as traditional trade show business lounges. Thus, attendees can conduct small informal meetings within the Café while tasting products.

To be included, U.S. companies can send sample products will be prepared and distributed to potential importers at minimal cost. For more information on participating, contact:

Valerie Brown-Jones
Tel.: (202) 720-3425;
Fax: (202) 690-4374;
E-mail: BrownVR@fas.usda.gov

Next, on to the supermarkets! Saturday morning, participants had a great opportunity to see first-hand how U.S. products were marketed and displayed in Italy, and decide which retail settings would be best for their products.

On Sunday, the group boarded a train bound for Zurich, Switzerland, and a welcome bit of rest.

Monday morning, the FAS staff in Geneva presented a comprehensive overview of the Swiss market, followed by a Swiss importer’s lively presentation on the chances of survival and success for U.S. products in Switzerland. This was followed by a meeting with importers and a networking lunch.

The mission concluded Tuesday with a tour of the largest supermarket chain in Switzerland.

Participants agreed that the 99 Italy/Switzerland Trade Mission was an excellent export opportunity. They felt the trade mission experience was one that they would gladly consider repeating.

The author is a Foreign Trade Show Coordinator at FAS Ag Export Services Div. Tel.: (202) 720-3425; Fax: (202) 690-4374; E-mail: BrownVR@fas.usda.gov