Undoubtedly, participation in fairs and shows in the sector can be very beneficial for an SME with global objectives: some experts estimate that close to 80%, or more, of those present at a fair are people who rarely reach Contact a sales representative, which makes these events a valuable opportunity to reach certain unreachable customers. However, recovering this great investment in resources and effort requires paying special attention to two related factors that are sometimes not taken into account until it is too late: making the preparations as far in advance as possible, and the protection of intellectual property.. For a company that considers taking advantage of an occasion of this kind to present or promote new products, lines or services, it is essential to have good advice on the protection of company names and brands, unique products, innovation and industrial secrets of the company. external markets One of the main factors that inspire confidence in some companies for a possible exit to the outside is the risk of seeing their ideas submitted to reverse engineering, the counterfeiting and piracy, which despite intensified surveillance and sanctions on they continue to be common problems abroad. However, remember that staying safe can entail risks that are just as serious for the future prospects of the company.
Therefore, prepare and participate in a trade fair requires as essential elements:
a) well in advance in the preparations, to submit within the required period any registration request necessary for images, logos, product patents, etc., for each country or region considered among the internationalization objectives, as well as calculation of costs and term of time necessary, and a confidentiality strategy that covers procedures, prototypes and industrial innovation, so as not to endanger the obtaining of patents and registrations. b) observe very closely what facets of your company (and the present competitors) arouse more attention; do not forget that in the dynamic and optimistic environment of these events, it is sometimes easy to confuse a serious interest on the part of potential clients, with interest for other reasons, as it is highly likely to arise. Leaving aside work and investment in adequately protecting investment in innovation, development of unique characteristics or creation of a company brand in external markets, even if these are not in the company’s objectives in the medium or long term, it can seriously impact the results and strategic objectives of the company before possible acquisitions, mergers or joint ventures, the satisfactory control of the use of technology or processes by licensees, and loss of rights before the law in markets of (possibly) high potential, when there would not be legal battles for the improper use of brands; On the other hand, it is not necessary to assume that the infringement of rights abroad will have a limited impact on the company’s results within the market of origin. Although it will always be necessary to have the help of experts in the protection of intellectual property applied to foreign trade, it is possible to begin to foresee several of these contingencies by consulting the list of international, multilateral or bilateral agencies and systems in charge of cooperating in surveillance and protection of IP, laws and regulations of different countries in this regard, and databases to verify the existence of trademarks, designs, and international patent applications, on the website of the World Intellectual Property Organization.