How to Brief an Exhibition Representative in Vietnam

Choose the participation objective first

Define what the assignment should help your event achieve. An exhibitor campaign needs a route from an initial conversation to discussion of participation options. A trade visitor campaign needs to explain the products, technologies or business contacts that make attending worthwhile. A buyer program also needs eligibility criteria and a selection process.

If the assignment covers more than one audience, give each its own brief and progress measures. A company interested in visiting should not be recorded as an exhibitor prospect merely because it replied. Explain which objective takes priority when the same local team supports several activities.

Describe the Vietnamese companies you want to reach

Start with business activity and product interests. A broad category such as manufacturing leaves many questions open. Specify the applications, company roles and customer groups that would make a participant relevant to this event.

Then describe the person who should receive the invitation. A technical manager evaluating equipment may need different information from a business development manager considering a booth. Give the representative enough context to explain why the invitation is relevant without assuming that every contact has purchasing authority.

Record exclusions as well as priorities. If the campaign is for a defined industry segment, explain which adjacent sectors fall outside the brief. For buyer recruitment, agree which information the local team should collect and which decisions remain with the organizer.

• Priority products, applications and industry segments
• Company role, such as manufacturer, importer, distributor or service provider
• Relevant participant responsibilities and reasons for attending
• Geographic priorities within Vietnam, where these matter to the assignment
• Program eligibility, exclusions and the organizer's review contact

Supply event information the representative can use

Create a dated information pack for the current event edition. Include confirmed dates and venue, the sector proposition, participation options, official registration links and a named person who can resolve questions. Mark provisional items clearly so they are not presented as confirmed arrangements.

Select the prospectus pages, images and short descriptions approved for local outreach. If a previous edition's results are used, label the edition and retain the original measurement terms. UFI's auditing FAQ distinguishes visitor figures from visits that include repeat visits and says the latter should be clearly identified on the audit certificate. That distinction matters when explaining an event's audience.

Keep forecast figures separate from past results. Use an audit label only where the organizer can substantiate it for the event concerned. An outreach brief should help the representative answer questions accurately rather than fill gaps with assumptions.

Agree who can answer, quote and confirm

Decide which questions the local representative may answer directly and which need organizer approval. This is especially useful for booth availability, discounts, sponsorship options, hosted-buyer support and exceptional registration requests. Share the approved information and the escalation contact together.

Map the handover for an interested company. Specify who sends a quotation, receives an application, issues participation documents and confirms a registration. The local team should know where its coordination role ends and what the organizer needs to take the next step.

Plan outreach around decisions and deadlines

Build a campaign sequence from the event's actual deadlines. Agree when the target profile and materials will be approved, when initial responses will be reviewed and when applications or registrations must reach the organizer. Leave time for the organizer to answer questions that the representative cannot resolve.

Use an early review to check whether the invitation is reaching the intended audience. Look at the questions received and the reasons companies decline or ask for more information. If the event proposition needs clarification, revise the approved message before expanding outreach. These are suggested checkpoints; the appropriate lead time depends on the assignment and participation process.

Agree how event changes will reach the local team. When dates, registration links or participation conditions change, identify the updated version and which interested companies need a correction.

Report what each company has actually done

Use simple, agreed status labels so the organizer can tell what needs attention. A reply is different from a suitable prospect, an application is different from an accepted registration, and registration is different from attendance. Define what evidence moves a company from one stage to the next.

A useful report records the company, campaign category, relevant interest, current status, last contact and next action owner. Add the question or obstacle that needs a decision. Share participant information only through the agreed organizer workflow and collect the details needed for that purpose.

• Approached: the invitation has been sent or the company has been contacted.
• Responded: the company has replied, with its interest or question recorded.
• Reviewed: the available information has been assessed against the agreed audience criteria.
• Handed over: the organizer has received the inquiry or application for its next step.
• Confirmed: the organizer's defined registration or participation confirmation has been recorded.
• Attended: attendance has been verified through the agreed event process.

The organizer's brief before outreach starts

Bring the decisions into one working document, with links to the current supporting material. Ask both teams to review any missing information before the first invitations go out. This checklist is intended to guide that conversation, rather than replace an agreed project scope.

• Which event edition is being promoted, and which details are confirmed?
• Is the main objective exhibitor outreach, visitor promotion, buyer recruitment or a defined combination?
• Which Vietnamese company and participant profiles are in scope?
• Are participation information, past statistics and promotional materials approved for sharing?
• Who can approve quotations, exceptions and program benefits?
• How will an interested company reach the organizer's sales or registration team?
• Which deadlines, review points and reporting definitions will both teams use?
• Who will communicate changes and follow up on unresolved inquiries?

Discuss the local support your event needs

TD VIET NAM supports international exhibition organizers with local representation, exhibitor outreach, visitor promotion and buyer recruitment in Vietnam. Share the event proposition, target sectors, approved participation information and campaign dates to discuss an appropriate scope.

If the brief also includes a trade delegation or pre-arranged business meetings, describe those activities separately. That helps distinguish event promotion from the additional work of participant preparation, matching and schedule coordination.

Common questions