A Promising Market with Big Opportunities
The emerging economy of Vietnam as a low-cost production location in Asia has been proven by the many reports on Vietnam’s stellar growth in attracting foreign direct investment (FDI). Among the industries that foreign companies have invested in Vietnam, real estate and HVACR-related manufacturing has been the area that has the fastest growth of FDI.

World demand for HVACR equipment is forecast to rise over 5% per year through 2010, exceeding US$65 billion. Demand in the Asia Pacific region will outpace the global average, rising nearly 7% yearly through 2010.

Vietnam will be the fastest growing national market after China, benefiting from above-average urban population growth and healthy gains in the number of households, plus higher disposable income. The development of HVACR industries has boomed by the increasing demand of industrial expansion, housing and infrastructure projects.

Food processing and packaging accounts for 40% of total export turnover, with an average annual growth rate of about 11%. With the high export turnover and need for delivery of cold store equipment and facilities, know-how in the industry’s logistics and processing value chain of activities, manufacturers of refrigerating technology will find a strong market demand for their products in Vietnam.

By exhibiting you can:

• Source new business opportunities
• Launch or expand into Vietnam
• Source distributors as well as buyers
• Meet key decision makers
• Build relationships with clients and reinforce existing ones
• Monitor the competition and the Vietnamese market place
• Build brand awareness in the region
• Product branding and product education
• Demonstrate and showcase your business and products

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Smart Marketing Budget Spent During Economy Crisis

Business-to-business selling, for most part, involves face-to-face contact between buyer and seller. Targeted and established trade show is a powerful component in a business-to-business go-to-market strategy.

The convergence of Trade Shows

• Face-to-face, quality time with customers and prospects
• Low cost per contact compared to direct sales
• Focus on identifying sales opportunity, whether leads into new accounts or penetration in existing accounts.
• Typically considered part of the same internally, for budgeting organization and management.
• Best applied as part of a integrated end-to-end program, with pre-event communications and post-event follow-up.

The Strengths of Trade Shows

Trade shows have been an important part of business marketing, probably since the days of their predecessors, bazaars and fairs for good reason.

• Trade shows offer the opportunity to interact with customers and prospects in face-to-face environment, with more efficiency than in a series of single sales encounters. At a trade show, a sales representative will find more buyers in the room in one day than he or she can visit in a month. Many of major customers and prospects will be there looking for ideas, information and solutions.

• Trade shows attract active buyers. According to Centre for Exhibition Industry Research (CEIR),
  
           a. 57% of trade show attendees are planning a purchase in next 12 months
  
           b. 93% have some buying influence
  
           c. 66% recommend purchases or vendors
  
           d. 40% specify a vendor
  
           e. 36% are final purchase decision-markers.

• Business people value trade shows for information that supports their purchase decisions. The Harris Interactive study showed respondents to buy or recommend a product
           a. 64% from trade shows
           b. 58% compared to trade publications
           c. 50% to websites

• Interaction at trade show accelerates the sales cycle. According to CEIR, sales leads generated from a trade show cost 56% lesser than from direct field sales contact.

• Trade shows help to identify new prospects and an opportunity to find fresh prospects and begin a relationship.

• Trade shows are more than just another marketing communication medium. They are uniquely combine with the ability to position
  
           a. face-to-face conversation combined with the ability to position product and company
  
           b. generate qualified leads
  
           c. talk with industry press,
  
           d. research customer needs
  
           e. keep an eye on competitors – a bonanza of sales and marketing opportunity

• Trade show attendees include often hard-to-reach decision-makers and influencers – the people who won’t take a meeting with a sales person but will certainly go to a trade show and conference to keep up with their industry.

• The atmosphere of a trade show is about business and just about everyone there is worth influencing. People wear many hats at trade shows,
  
           a. Other exhibitors may also be your customers and prospects.
  
           b. Your competitors may also be your business partners.

**Source: Centre for Exhibition Industry Research (CEIR) http://www.ceir.org