TRADE FAIRS: WHY YOU NEED TO BE THERE

International trade fairs offer a great deal to exporters keen to secure new offshore business. Simply ask anyone who’s been there, done that, and has the new business to prove it. By Glenn Baker.

Mike Seager had not long stepped off the plane from attending a trade fair in Bangkok when I spoke to him, and in a couple of days he was about to step on another bound for China – his 37th trip to the Peoples’ Republic in just four years. This is what it takes to build sales in new markets – get face-to-face with your customers and potential customers – and arguably the best forum for this is an international trade fair that caters specifically to your industry niche. Seager, along with managing director Neil Spencer, heads PWT Limited – an R&D business that focuses on process technologies for the galvanised wire industries. The company has developed a unique electro-magnetic wiping (Quantum- EMW) system that delivers a major improvement in production efficiencies, product quality and cost savings for the world’s wire manufacturers. The system can be applied to new galvanising lines and retro-fitted onto existing lines.

its also environmentally and operator friendly. PWT’s entire target market lies offshore – primarily China, where they’ve already sold 16 units, but also Japan and Korea, where they’ve sold a similar amount. The two directors quickly realised that to sell their technology to potential buyers, they would have to meet as many as they could where they all congregate under the one roof. In 2007 that strategy led them to exhibit at Interwire in Cleveland (before the Chinese mills had a major impact on North America’s wire manufacturing industry) and visit Wire South-east Asia in Bangkok. In 2008, it was off to Düsseldorf in Germany to visit the international Wire & Tube, the world’s biggest wire show spanning five massive halls. Later that year they exhibited at Wire China in Shanghai, the second biggest show. Seager describes the foot traffic there as “vast”. This year it was back to Cleveland, then a stand at Wire Russia in Moscow, where the market is still in its infancy, on to Wire Asia in Tianjin, China, and then Bangkok again. PWT has already secured space at Düsseldorf and Shanghai for 2010.  

Article supplied by NZBusiness Magazine.

 

 

 

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