Preparing for a trade promotion programme in Vietnam

An effective trade promotion programme starts long before the event itself. Most value is determined by how well objectives, partners and materials are prepared.

Define the desired outcome

Separate awareness, market learning and partner acquisition goals. Each requires a different guest list, message and follow-up approach.

Adapt content to context

Materials used elsewhere may not reflect Vietnamese partner priorities. Keep the story concise, evidence-led and focused on partnership value.

Prepare the next step

Every meeting should end with a specific action. Design the follow-up process before the event begins.