Indian businesses would have direct exposure to the buyers of European suppliers when they exhibit in Europe. But for participation in Europe, more than just a seat on the floor is required. For Indian teams, there are so many aspects to consider, such as selection of shows, visas, freight, stand approvals, local labour, technical services and post-show sales activity, which must all be considered and in line with the organiser’s deadlines.
This blog introduces How To Exhibit In Europe to businesses looking to export.
Select The Right European Trade Fair
Don’t pick an event with the sole consideration of its size. Research the types of companies, nationalities, visitors, distributors and brands that have exhibited in the past. European Trade Fairs can also be very specialised; a more targeted event can be more successful than a general event.
Validate Commercial Fit Before Booking
Request visitor information, which is audited, hall zoning information, available stand location, sponsorship packages, and exhibitor deadlines from the organiser. Indian Companies Exhibiting In Europe should also consider if the event helps them achieve their goal: finding distributors, interacting with procurement teams, product launch, entry in a country or enhancement of their dealer network.
Build A Complete Exhibition Budget
The items included in your budget should include space, stand design, utilities, internet, rigging, freight, customs assistance, travel, accommodation, insurance, cleaning, storage, lead capture and dismantling. The electric, compressed air, water, trash and late orders are usually extra costs.
Have a holding fund for modified graphics, extra handling, changes of equipment and/or late deliveries. When the approvals and service orders are done after early booking deadlines, it costs more to have an exhibit in Europe from India.
Prepare Documentation And Logistics Early
Start visa preparation, hotel, freight preparation, and documentation of products at least a few months in advance. Talk to an experienced freight forwarder about whether an exhibit will qualify for an ATA Carnet. Create commercial invoices, packing lists, HS codes, serial numbers, origin information, shipment size and re-export information.
Decide What Should Travel From India
Send items, prototypes or special equipment that nowhere else can be found. Create stands, furniture, flooring, lighting and graphics where possible in Europe. This will decrease the amount of international freight, customs exposure, storage requirements and return shipping costs.
Design For European Venues And Buyers
A Custom Exhibition Stand in Europe project needs to be carried out in line with the organiser’s technical manual. They can include maximum height, open-side percentage, materials, fire resistance, structural calculations, accessibility, suspended sign, electrical plans as well as dates for submissions.
Business conversations should take precedence in the stand, not ‘excessive’ visuals. Ensure that there is a clear reception area, simple product communication, limited storage, demonstration area, pleasant meeting spaces and hospitality areas. Do use metric measurements and verify local power requirements for each machine/screen.
Brief The Stand Partner Precisely
Exhibition Stand Builders In Europe must have a single brief including dimensions of your stand, branding files, product weight, meeting requirements, AV requirements, utilities, hospitality, approval deadlines, and access to your stand for installation. Ask for one accountable project manager and a design approval, production, pre-build checks, transport, installation and handover and dismantling schedule.
Convert Exhibition Traffic Into Sales Opportunities
Use a target account database, distribute, use LinkedIn outreach, invite customers and use the organiser network to schedule target-account meetings before the show. Qualify visitors using market, purchasing authority, requirement, timeline and next action – train the stand team.
Record notes immediately. Assign all leads an owner and contact in two working days with a quotation, technical sheet, sample plan or meeting date as promised.
How AARS Designs Supports Indian Exhibitors Across Europe
AARS Designs offers exhibition solutions to Indian companies in Europe, from start to finish. Compensated by over 20 years of experience, the team coordinates the design, in-house production, technical planning, venue coordination, logistics, installation, on-site supervision, and dismantling.
Approval, supplier, organiser requirements and timelines are consolidated under the one line of responsibility of a dedicated project manager. Indian exhibitors can ensure uniformity of their brands and fulfil the requirements of the venue in this delivery mode.
Frequently Asked Questions
When Must The Brands Book Their Slot?
Begin 4 to 6 months in advance, and sooner for large stands, machinery displays and/or multifaceted approvals.
Is it appropriate to have Indian companies send their stand?
It is typically more efficient to produce locally in Europe, and only ship the essentials, prototypes or any special equipment.
Why have a European Stand Partner?
This helps to minimise the risk of approval and to co-ordinate venue services, as well as offering quicker support on installation days and during shows.
