The Ukrainian Association of Furniture Manufacturers, in collaboration with the Ukrainian Cluster Alliance, has established effective practices for conducting trade missions and participating in international trade shows. Over the past two years, the association has significantly enhanced its global presence, engaging in 12 international fairs and organising a successful trade mission to London. This experience has yielded key insights and strategies that are crucial for success in international markets.
Photo: LinkedIn.
Budgeting
The association has developed approximate budgets tailored for various types of exhibitions, including furniture, parquet, wall panels, and doors. They update these budgets in collaboration with event organizers for each new engagement. Utilizing modular exhibition equipment that can be adapted and decorated differently has proven to be a cost-effective measure, saving a substantial portion of the budget.
Fundraising
To support their international endeavours, the association secured financial backing from international donors such as USAID and Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH. Additionally, sponsorship from companies like Kronospan, Hafele Ukraine, KLEIBERIT SE & Co. KG, Furniture Park, and LTL Group has been instrumental. These funds, up to a maximum participation budget of $152.5k, are allocated among participants based on the chosen participation format.
Cost sharing
The association offers three participation formats: standard participation with a dedicated booth (50% of the budget), participation with a single object in a shared space (20%), and B2B participation without exhibiting objects (20%), with other services covering the remaining 10% of the budget. They emphasize that costs decrease for each participant as the number of participants in an event increases, with a recommended minimum of 10 participants and a maximum of 30 for optimal efficiency.
Road map and logistics
A detailed action algorithm with deadlines and assigned responsibilities guides the organization of national pavilions, managed by a team of 2-3 people. Logistics planning includes estimating transportation needs based on booth size (ranging from 24 to 600 sq.m) and coordinating shared truck shipments within Ukraine, complete with necessary border-crossing documentation.
Preparation and follow-up
Before each fair, the association conducts preparatory webinars covering meeting arrangements, marketing materials, accommodations, document requirements, and sample logistics. Post-event, they engage visitors with follow-up emails highlighting the national pavilion's success and providing ongoing consulting and educational sessions to manufacturers.
Long-term strategy
Through extensive discussions and research with Olga Millward, the association has identified the criteria for selecting trade shows, emphasizing the value of repeated participation for building relationships and demonstrating a sustained commitment to international markets. They stress that collective participation as an association or cluster maximizes benefits by sharing costs, enhancing marketing efforts, expanding networks, collaborating on large-scale projects, and fostering knowledge exchange among members.
Source: www.linkedin.com