From an Event to Sustainable Market Presence: What Iran–Armenia Business Development Requires

A meeting focused on what comes after the event

As preparations continued for Iran Leather Connect 2026 in Yerevan, I met with Alireza Jabarianfam, head of the East Azerbaijan Shoe Manufacturers and Exporters Association, and Hayk Nazaryan, Trade Attaché of the Republic of Armenia in Iran. The discussion focused on the event, the capabilities of Iran’s bag, footwear and leather industry, effective market entry and the importance of building long-term commercial relationships between businesses in Iran and Armenia.

An event is a starting point, not the market-entry strategy

A two-day event can concentrate attention, introductions and meetings, but it cannot by itself create a durable position in a new market. Sustainable market development requires a sequence: understanding the market, identifying relevant counterparties, presenting the offer in a way that fits local demand, creating direct contact and continuing the relationship after the first meeting.

Three layers of a more durable market-development route

1. Market understanding: companies need a realistic view of buyer needs, product fit, commercial expectations and the practical limits of the target market.

2. Direct B2B access: communication with buyers, distributors and other relevant actors reduces reliance on assumptions and creates better commercial feedback.

3. Follow-up: the value of an event is often determined after it ends. Requests, meetings and early conversations need structured follow-up to become real business opportunities.

Why Armenia matters in this conversation

The meeting also addressed Armenia’s economic environment and its position within the Eurasian economic structure. For companies considering Armenia, the practical question is not whether the country can be described as a “gateway,” but whether a specific product, buyer route and commercial model can work there and support wider regional relationships.

Marketing must support market development

For this reason, marketing in a cross-border project should do more than generate visibility. Multilingual content, company and product presentation, direct outreach, media, B2B meeting requests and audience communication should all support the same commercial objective: helping the right parties find, understand and contact each other.

What this means for companies considering a new market

The useful question is not simply “Should we attend an event?” It is “What should exist before, during and after that event so the activity can become a repeatable market-development route?” That distinction is central to how I approach international market-development projects.

Original event article: Iran Leather Connect ↗
Official reference for Armenia’s Trade Attaché: Ministry of Economy of Armenia ↗