Practice · Works, assets and management · for those who sell at fairs and missions
Trade fairs, events and trade missions
The right meeting is worth a quarter of prospecting.
A trade fair, an event, a trade mission: the most expensive form of marketing when improvised — and the cheapest way to close business when conducted with method. The difference is not in the stand: it is in who sits with whom, with what agenda, and in what happens over the thirty days that follow.
A well-run event is a complete operation: the curation of who takes part, the contract for the space, the event's own cash, the insurance, the exhibitor's tax, the meeting agenda built beforehand — and the funnel of conversations that does not die at the airport on the way home.
The house organises the meeting end to end — its own trade fair, participation in a third-party trade fair, a national or international trade mission — with the rule of those who already sit at the tables: curation of participants, logistics and contracts, a meeting schedule with an agenda, and the post-event follow-through until the conversation becomes business.
Where it usually goes wrong: measuring the event by footfall. A full stand and an empty agenda is the pattern of money lost. The honest rule is the business one: how many qualified conversations, how many became proposals, how many closed — at the event and in the ninety days after.
A typical case: a buyers' trade mission to an international trade fair. The agenda leaves already built before boarding — audited suppliers, interpreter, an agenda per meeting — and the trip that would have been aisle tourism comes back with contracts under way.
A mission of ten buyers to an international fair, R$ 300,000 in total cost. Without an agenda, the trip yields business cards. With an agenda built before departure — audited suppliers, an item per meeting, an interpreter — each buyer sits with six qualified counterparts: sixty conversations, of which a fifth tends to become a proposal within ninety days. Twelve open proposals for R$ 300,000 is a sum that compares with a quarter of prospecting — and that comparison is the honest yardstick.
The figures above are from a typical case, with market ranges as of September 2026, to show the arithmetic. Yours comes from your own data, in the diagnosis.
You stop measuring the event by the traffic at the stand. You start receiving the agenda built beforehand, the event’s cash accounted for and the business yardstick afterwards — with someone accountable, a deadline and proof, in the same account that looks after the rest of what is not your business.
Per event, with a closed budget and the event's cash accounted for in writing — and a declared success fee where a business target has been agreed.
Official sources, at the exact point: the article of law, the service or the search you can use today. None replaces analysis of the specific case, which is our work.
What the group executes with its own hands, open to the account: works and engineering under its own signature, property and development, certified mining, technology and data, trade fairs and missions, people and management. Whoever contracts the reading may also contract the execution — with affiliation declared in writing, always.
We do not promise a result before knowing the case, we do not promise deadlines that are not ours, and we do not chase speculative theses to fatten an opinion. Nor do we take commission for referring anyone: whoever executes answers for the house, within our price.
A conversation, with no materials and no proposal, to understand what is blocked. If there is matter to work on, the next step is the letter of authorisation and secrecy, a document that limits our own access before anything else. If there is not, we say so, and the conversation ends there with no awkwardness for anyone.
Nothing starts without the three in writing. What changes along the way changes by signed addendum, with its cause stated — never by habit.
Payment follows what was delivered and checked, not what was promised. On site, measurement is independent; in other deliveries, the milestone carries proof before it becomes an invoice.
When execution involves a group company, that is said beforehand, in a document. The client chooses knowing who does the work — and may choose someone else.
Say in two lines what you need to resolve. Eduardo Roveda answers personally, in business hours, and the conversation starts where it makes a difference.
This pagepoint the cameraIt reached the desk of whoever answers. The reply comes in writing, during business hours.
