The Foreign Buyer Program increases U.S. exports - Export USA Foreign Buyer Program: Welcome U.S. Exhibitors and International Visitors

Business America, June 15, 1992 by Lisa Rockwell

Since the Foreign Buyer Program of the U.S. Department of Commerce's U.S. and Foreign Commercial Service (US&FCS) recommenced in 1986 after several years' hiatus, it has played a significant role in increasing foreign attendance at selected U.S. trade shows. The number of foreign visitors at participating shows has been increasing about 25 percent per year. Ultimately, the success of the Foreign Buyer Program in attracting foreign import representatives, equipment distributors, and corporate and government officials is due to the well-established local business contacts of U.S. and Foreign Commercial Service posts all over the world.

Each year, commercial officers in 128 posts in 67 countries promote some 20 Foreign Buyer Program events in their markets by working with trade associations, chambers of commerce, travel agencies, and other foreign organizations that are often willing to assist. See pages 6-7 for a listing of the 22 domestic trade shows selected for the Foreign Buyer Program in the fiscal year that begins Oct. 1.

Often, travel agencies provide incentives for local business persons to travel to events sponsored by the Foreign Buyer Program. Some US&FCS posts conduct telemarketing and mailing campaigns to recruit buyers to go individually or to join official delegations. As the Foreign Buyer Program "label" has become increasingly recognizable in international trade show circles, it has lent significant credibility to participating events.

Recruiting foreign buyers to Foreign Buyer Program shows is most effective in countries considered to be strong markets for the show's particular industry focus. Using data drawn from the US&FCS Export Promotion Resources division, up to 40 markets are identified, and US&FCS staff are encouraged to undertake an aggressive promotional campaign. This allows the participating show managers to channel more detailed information to foreign business on a more timely and less costly basis than they would be able to implement in an independent marketing effort.

US&FCS project officers in Washington work with Foreign Buyer Program show managers using a detailed promotional timetable as a guide throughout the year leading up to the events. Requirements of the program include complimentary advertising in Commercial News USA---a U.S. Department of Commerce publication with an overseas distribution of more than 110,000, international press releases updating the shows' highlights, and the worldwide distribution of multilingual brochures with detailed information on every event. For information about Commercial News USA, telephone (202) 377-4919.

U.S. exhibitors of selected Foreign Buyer Program shows who are interested in entering foreign markets are offered several different services through the program. An Export Interest Directory distributed worldwide before the exhibitions take place gives exhibitors an opportunity to inform foreign buyers about their products and service. US&FCS officers overseas put the directory in the hands of local business and government officials who may be interested in purchasing from U.S. firms or in establishing partnerships with them. The directory provides contact information, product areas and target-export markets, so that foreign buyers can readily identify appropriate U.S. firms before, during, or after the event. The directory is given to all foreign visitors who register at the show.

U.S. exhibitors can obtain export counseling from international trade specialists of U.S. Department of Commerce district offices prior to the exhibition. Through mailings initiated by the US&FCS project officer in conjunction with the show organizer, exhibitors receive information on U.S. Department of Commerce export programs and specifically about the services offered to them through the Foreign Buyer Program. Thus, a successful relationship is often established between the U.S. firms exhibiting at these shows and their local US&FCS district offices.

UF&FCS international trade specialists who staff the International Business Center at each show are available to counsel exhibitors. Exhibitors can meet with international visitors at the Center. Interpreters, translators, private conference rooms, and a lounge are available.

Perhaps most importantly, international trade leads are available to U.S. exhibitors and visiting firms in the International Business Center. All foreign visitors who register are requested to indicate their objectives (direct purchase, distribution or representation of U.S. firms overseas, joint ventures, licensing agreements, etc.). This information, along with product interests and contact information, allows U.S. exhibitors to find foreign visitors at Foreign Buyer Program events whose interests match their own. US&FCS staff are on hand to facilitate the matching of U.S. firms with foreign buyers.

Computerized disks (CD-ROMs) containing the National Trade Data Bank (NTDB) may be available to U.S. firms in the International Business Center. The NTDB, established by the Omnibus Trade and Competitiveness Act of 1988, collects the federal government's offerings of information in international trade, export promotion, trade contacts, country profiles, and other economic data. The NTDB data can be useful in providing international market research and in-depth market and industry profiles covering topics of key interest to the industry represented at the trade show. The NTDB information is offered free of charge at the Center.