Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.

Although choosing and supporting a suitable agent is the most important factor in achieving success in the market, companies can further stimulate sales by working with Czech partners on effective marketing campaigns. Foreign firms most often pay for in-country advertising, while their local distributors provide facilities, warehousing, and equipment. A good agent or distributor should be able to help craft an appropriate strategy. The Czech market is small, and market entry is relatively low-cost; consequently, expensive marketing campaigns are probably not necessary, unless promoting a consumer product.

With a history dating back to the Middle Ages, trade shows are a European way of life. Both Prague and Brno host several international shows. A small booth is a good and relatively low-cost way to meet customers in the Czech Republic and neighboring countries. We recommend working with a distributor to identify which shows are best for the product and then agreeing how costs can be shared with the distributor, who might be representing several other products. It is also beneficial to have a member of the U.S. company’s sales staff at the stand with the distributor to ensure that the product is being properly represented at the exhibition.

The Czech Republic is a small market and each sector has a few key decision makers and opinion leaders. One way to quickly reach these leaders is to hold an innovative in-country promotion. Examples of good programs include technical seminars or small receptions at industry trade shows in Prague and Brno; media promotions and press conferences related to events such as launching new lines or opening new offices; or annual holiday receptions for key clients and potential clients. The U.S. Commercial Service in Prague can help organize such events and target key decision makers. On the retail side, in-store promotions are extensively utilized. U.S. companies can also take advantage of the Commercial Service’s Featured U.S. Exporter Service (FUSE) to advertise their firm’s product or service on our Czech language website.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.