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Exhibiting at a trade show abroad can lead to tremendous export
opportunities for U.S. companies. This is why the
Trade Fair Certification Program was created: to help
companies like yours make important exhibiting decisions
and free you of many of the concerns you may have
about exhibiting outside the United States.
Benefits & Services
What is Trade Certification?
The U.S. Department of Commerce's Trade
Fair Certification program is a cooperative arrangement
between private sector show organizers and the U.S.
government to increase U.S. exports and expand U.S.
participation in overseas trade shows. Through the
U.S. and Foreign Commercial Service, the program provides
Department of Commerce endorsement, show-related services,
and promotional support for private sector organizers
to recruit and build a U.S. Pavilion at selected foreign
trade shows. The show and U.S. pavilion should provide
high-quality opportunities to facilitate the export
marketing efforts of U.S. firms. Benefits and services
provided are outlined below.
What are the Benefits of Certification?
Conveys that the show is an excellent opportunity
for U.S. firms to market their goods and services
abroad.
Provides recognition that the U.S. show organizer/agent
is a reliable firm capable of effectively recruiting,
managing, and building a U.S. pavilion or organizing
a group of U.S. firms at a particular fair.
Signals U.S. Government support of an event to
potential exhibitors and visitors, to the host country
government and business community leaders, and to
foreign buyers/attendees.
Provides additional confidence for and increases
participation by new-to-market, infrequent, and
small exporters.
Arranges organizer support services from the Commercial
Service in Washington, trade specialists at more
than 70 Domestic Offices in U.S., and staff in over
130 Commercial Service posts at U.S. Embassies/Consulates
overseas.
Identifies the certified organizer's area as an
official government supported U.S. pavilion for
U.S. exhibitors.
Provides U.S. exhibitors with helpful contact
facilitation, market information, counseling, and
other services to enhance their marketing efforts.
Frees up post resources from recruiting, exhibit
arrangements, and show logistics to providing direct
in-country assistance, advocacy, market research,
contacts, and other efforts to increase U.S. sales.
Can increase organizer revenues by providing additional
promotion and exhibitors.
Standardizes CS support worldwide, unifies U.S.
participation, and institutionalizes organizer and
CS responsibilities.
Washington Headquarters Support
Assigns a Project Officer to coordinate Commerce
Department support for the event.
Supplies a certificate endorsing the event and
the organizer.
Supplies a promotional letter from the Director
General (when appropriate, from the Secretary or
President of the U.S.) encouraging participation.
This letter may be used in the show directory or
other promotional materials.
Authorizes the organizer to use a U.S. Department
of Commerce Certified Trade Fair logo, official
seals, and statements of partnership/cooperation
in promoting and recruiting for the event.
Provides the latest available research compiled
by Commercial Service specialists at the overseas
posts.
Supplies a potential exhibitor contact list from
our internal database of more than 35,000 firms
that have participated in Commerce programs/shows
or have expressed an interest in doing so.
Lists the event in the National Trade Data Bank,
World Wide Web, and the Export Promotion Calendar.
Lists the event in Commerce Department publications
such as Business America.
Supplies event listing to cooperating private
sector publications, such as the Journal of Commerce,
National Association of State Development Agencies,
etc.
Writes and makes a detailed public press release;
sends event notice announcement to all Commercial
Service Domestic Offices to contact appropriate
client firms via newsletters, team lists, direct
mail, etc.
Writes an endorsement "Dear Exhibitor" information
assistance letter for the organizer to use in recruiting
potential exhibitors.
Provides organizers with a promotional letter
invitation to potential exhibitors to attend post
pre-show briefing.
Provides exhibitor list to domestic offices 1-2
months prior to show.
Provides interagency contacts or coordination
in Washington if necessary.
Assists post in formulating a budget and sends
$1,200 show budget to post.
Post/Commercial Section Core Services
for all Certified Organizers
Provides a pre-show industry and country market
briefing and briefing kits to U.S. exhibitors.
Staffs a Business Information Office (BIO) on
the show floor to provide information, facilitate
contacts, and perform one-on-one counseling for
U.S. exhibitors on working with local firms, pursuing
promising opportunities, pricing, distribution,
making agreements, local laws, tariffs, government
services, etc. The certified organizer must provide
a free BIO (or post acceptable alternative) in a
suitable location.
Provides targeted in-country promotional campaign
to potential buyers/exhibitors -- includes direct
mailing to local industry list, newspaper articles,
press releases, notice in trade magazines, AMCHAM
and Embassy commercial publications/newsletter,
etc; sends show invitations; distributes show tickets,
etc. (Extent of post promotion varies depending
on the particular show and resources available.)
Identifies, and where appropriate, invites foreign
government and trade association officials to the
show.
Provides on-site matchmaking/contact facilitation
for exhibitors from local firms invited to the show.
Where applicable, arranges/coordinates official
military or other foreign buyer delegations to visit
U.S. exhibitors.
Arranges for CS officers at other posts to promote
the show in their country, visit the show, provide
regional counseling, etc; coordinates ShowCase Europe
participation and similar programs (where applicable).
Coordinates efforts of other USG agencies at post
to support the event.
Provides organizer with end-of-show debriefing/report,
sales surveys, etc.
Works with the fair authority to facilitate optimum
space/services for U.S. participants.
Provides official emblems, flags, etc., if necessary;
provides US&FCS posters and handout materials.
Checks that organizer booths, signage, exhibitor
services, directory, traffic flow, etc., are suitable.
Additional Post Services Available
Arrange/coordinate Embassy reception for U.S.
exhibitors and clients.
Organize a local press conference.
Arrange for SCO/Ambassador to participate in opening
ceremony, walk through exhibits, etc.
Provide a letter to the organizer from the SCO/Ambassador
promoting the show to potential U.S. exhibitors.
Arrange/coordinate Embassy reception for U.S.
exhibitors and clients.
Provide a letter to the organizer from the SCO/Ambassador
promoting the show to potential U.S. exhibitors.
Provide a pre-show and post-show matchmaking for
exhibitors. (Depends on resources/local programs.)
Provide translation assistance.
Support a catalog exhibition during the show.
Provide/coordinate more extensive in-country promotion.
Coordinate any participation in the show by trade
missions, high-level officials traveling to the
country, etc.
Note: Arranging/facilitating foreign
buyer delegations, regional efforts, or ShowCase Europe
activities may require separate FCS project budgets
and/or funding from organizers. Additional post services
are dependent on resources, competing activities,
and funding available at post. Organizers can be asked
to cover or supplement these costs.
Export Assistance Centers/Domestic Offices
Distributes show information and encourages U.S.
firms via newsletters, direct mail, etc., to attend
the show.
Initiates CS Team awareness and other actions
to support attendance and pass responses to organizer.
Counsels exhibitors on CS services and how to
make contacts, utilize marketing techniques, etc.
Refers prospective exhibitors to the show organizer.
Follows-up with exhibitors after the show to assists
with sales, obtain success stories, etc.
FOR MORE INFORMATION OR TO APPLY:
Trade Fair Certification Program,
U.S. Department of Commerce,
14th & Constitution Ave., NW,
Room 2116,
Washington, DC 20230;
Phone 202-482-2525;
Fax: 202-482-0115.
How to Qualify
File a complete application nine months ahead of
the scheduled show opening. Application will not be
considered complete unless accompanied by proof that
the applicant has booked space with the fair owner/authority.
Certification is for one show only.
Have the capability to organize, recruit,
and manage a successful U.S. group exhibition at foreign
fair. Organizer must have a full-time, qualified sales/service
operation/agent located in the U.S.
Provide a company contact in the U.S.
to work with the Trade Fair Certification (TFC) staff
and Commercial Service overseas. The organizer contact
must ensure that show logistics, planning, business
information office (BIO) needs, booth and pavilion
decorating, signage, embassy support services, VIP
arrangements, etc., are closely coordinated in advance
with the post.
Provide exhibitors with services such
as display space, booth design and construction, exhibit
forwarding and set-up services, identification signs
and display systems, utilities, and assistance in
hiring temporary staff such as interpreters and booth
attendants. Services must be provided at reasonable
costs. Organizers should also provide market information
to exhibitors and help them achieve their objectives
in participating in the fair.
Normally, recruit at least 10 U.S. firms
for the U.S. certified group. All goods displayed
in the U.S. pavilion or under TFC auspices by U.S.
firms or their local representatives must have at
least 51% U.S. content.
Supply the Commercial Service personnel
and Trade Fair Certification staff with promotion
brochures and a directory of client exhibitors in
ample time for pre-show distribution and end-user
contact.
Provide a fully furnished standard exhibitor
booth and standard decoration for Commercial Service
personnel to staff a Business Information Office on
the show floor with the U.S. exhibitors. Agreement
to provide a standard booth to post is required for
certification. If Commercial Service personnel feel
that they do not need a formal booth, or the request
is otherwise justified, the booth requirement can
be waived. Commercial Service personnel will work
with the organizer to develop space arrangement that
is adequate for the show. Booth or other space should
be adequate to run operations, provide proper U.S.
Department of Commerce/Commercial Service identification
(signs/emblems/flags), display materials, conduct
counseling, etc., and be in a location agreeable with
the post.
Develop, construct and decorate an attractive,
high-quality U.S. pavilion. When a show does not lend
itself to a U.S. pavilion arrangement, the organizer
must work with the post on providing a suitable alternative
for U.S. exhibitors. An enlarged version of TFC logo
must be prominently displayed throughout the U.S.
pavilion.
Conduct an adequate domestic and overseas
marketing campaign to recruit U.S. exhibitors and
attract foreign buyers. Target infrequent and small
and medium sized firms in all recruiting activities,
consistent with the Commerce Department's goal to
increase the base of U.S. companies that are exporting.
Report the results of U.S. exhibitors'
participation and provide appropriate survey data
in a timely manner to Commercial Service personnel
and TFC staff.
Contribute $1,750 (non-refundable) to
the Department of Commerce to help defray direct expenses
incurred by the department in processing the application
and providing support for the event.
How to Apply for Trade Fair Certification
Eligibility
Trade associations, trade fair authorities,
U.S. show organizers, American Chambers of Commerce,
U.S. agents of overseas fair organizers, and other
private sector entities that organize and manage international
fairs overseas are eligible to seek certification
to organize a U.S. pavilion. Orgainizers must have
a U.S. office and experience in organizing trade shows,
trade missions, or similar activities to qualify for
certification. No financial assistance is provided
to organizers or exhibitors under the Trade Fair Certification
Program. However, individual state development agencies
may have programs providing financial assistance to
organizers and U.S. firms from their state to help
them exhibit overseas.
Procedures
The Federal Registre of April 30, 1993,
Vol.58 No. 82, provides detailed information concerning
the operation of certified trade shows. Qualified
show organizers can obtain the Federal Register notice
and a two-page information flyer on the program from
the Program Manager.
Where to Apply
Send your application
to the Program Manager, Trade Fair Certification Program,
International Trade Administration, Room 2116, U.S.
Department of Commerce, Washington, DC 20230. Telephone
(202) 482-2525. Applicants should respond to the application
questions on company letterhead with as much information
as necessary to address the 23 points in the application.
Submit three sets of your application responses and
supporting materials to the address shown above nine
months in advance of the show's opening date. Orgainzers
are welcome to discuss any of the questions or other
aspects of the program with the TFC staff prior to
submission. Applications must include proof from the
fair owner or authority that space for a U.S. exhibitor
pavilion has been contracted for. The $1,750 contribution
is not refundable if the organizer decides to cancel
recruitment or other participation.
The number of shows that Commerce can
certify in any year and the number per industry and
overseas location depends on the number of competing
shows and staff resources. Commerce reserves the right
not to certify a show if it feels the organizer is
not qualified and to certify more than one organizer
for a show if the circumstances warrant this type
of unified U.S. presence at the show. First year shows
are generally not certified. The applicant/organizer
should be aware that the TFC program does not include
direct exhibitor recruitment or sales solicitation
by department staff, but does include mailing, press
release, and other notification support to a range
of potential exhibitors or show visitors. Decertification,
if necessary, is at the discretion of the Department
of Commerce and the $1,750 contribution is not refunded
if this action becomes necessary.
Program Staff
Donald L. Huber
Program Manager
Telephone: (202) 482-2525
Email: Don.Huber@mail.doc.gov
Elizabeth Ausberry
Telephone: (202) 482-4908
Email: Elizabeth.Ausberry@mail.doc.gov
William E. Corfitzen
Telephone: (202) 482-0584
Email: William.Corfitzen@mail.doc.gov
Helen Simpson-Davis
Telephone: (202) 482-1882
Email: Helen.Simpson-Davis@mail.doc.gov
Jennifer Harrington
Telephone: (202) 482-0595
Email: Jennifer.Harrington@mail.doc.gov
Mary Wiggins
Administrative Support
Telephone: (202) 482-1609
Email: Mary.Wiggins@mail.doc.gov
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