Considering a Trade Mission or Tradeshow

Trade mission and tradeshow delegations can deliver high value to exporters, but can also require considerable effort. Moreover, these programs are already offered by federal programs, most state trade offices/organizations, and in some cases other regional EDOs and other entities, such as associations. Many regional EDOs already help to promote these trade events, and even participate in them. However, the question is when should a regional EDO take the lead in organizing a trade mission or trade show group?

What value added is offered for companies during a trade mission or tradeshow group?

Trade missions are organized delegation of companies traveling to a specific country (or countries) to pursue export opportunities. Services may include:

  • Matchmaking with potential distributors, reps, agents, resellers, or retailers/dealers in country
  • Country briefings or market overviews
  • Counseling with Commercial Specialists (US Commercial Service) or consultants in foreign offices established by state trade agencies or organizations
  • Networking opportunities and relevant site visits

Tradeshow groups provide support to companies traveling to a specific industry tradeshow. Services for a “value added” tradeshow program may involve:

  • Matchmaking with potential distributors, reps, agents, resellers, retailers/dealers in country
  • Shared or low-cost booth space
  • Country briefings or market overviews
  • Counseling with Commercial Specialists (US Commercial Service) or consultants in foreign offices established by state trade agencies or organizations
  • Logistical support in preparing for the show
  • Grant funding to offset the expenses of participating in the show (also discussed under grants)

When should a regional EDO take the lead in organizing a trade mission or tradeshow delegation?

Our research suggests that a regional EDO should strive to fill gaps, driven by their region’s international engagement and economic development strategy (link to strategy section).

Organizing trade missions makes sense if it is focused on specific countries that are important for your regional exporters that are not already adequately served by federal and state trade mission/show programs. Countries that might be important markets for your region would include: top existing markets for export sales for your region; key markets for major industry sectors, clusters or flagship companies in your region; countries where your region has existing business connections; or countries which you have proximity to (such as Canada or Mexico). The next question is to identify trade missions already scheduled that travel to these countries. If there are important countries that are not covered, it may make sense to organize your own mission.

A parallel logic would apply to tradeshows. Are there tradeshows in key sectors and regions of the world that are important for your base of companies (key sectors, clusters, leading companies) but are not covered by federal and state programs? If so, organizing a tradeshow group or providing support for companies that want to participate in that show may make sense.

What other considerations should we factor into our decisions?

A regional EDO will need sufficient resources to organize a trade mission or tradeshow group. Extensive effort to recruit companies will be required, generally involving significant individual outreach and visits to companies. In addition to staff time, funding will be required to pay your overseas partner, such as the US Commercial Service foreign post or an overseas consultant to organize the in-country part of the mission or to arrange for matchmaking for participating companies. Additional costs include travel to send staff to a mission or show. Fees can be charged to the participants to cover some or all of these costs, but most regions offset the costs for participants (e.g. reducing the cost of booth space, travel expenses or matchmaking) to encourage their participation. Some regions will not have these resources, and it may be better to focus on connecting companies to other organizations that are organizing trade missions or tradeshow groups, or to focus effort on other activities.

Some states are shifting their emphasis to value added trade shows, as opposed to traditional trade missions, because the “return on investment” of effort and cost is often higher. This strategy recognizes that companies may already be planning to attend a tradeshow for their own business reasons, which makes the process of recruiting companies much easier. And the effort to organize a trade mission, separate from a tradeshow, requires considerable effort with more limited business development opportunity (because of the lack of the show).