International Trade Associations
International Trade Show Displays: What You Need To Know When Exhibiting In Another Country by Chris Harmen
Attending an industry expo in another country is a great way to increase sales and brand awareness on a global scale. If you think you’re ready to take your exhibit overseas, you’ll quickly learn that this is no easy task. Your bags may be packed and ready to go, but are you truly prepared for the challenge of modifying your trade show display for use internationally? From translations to electrical systems, there are a number of differences that must be considered before exhibiting in an international show. Doing your homework well in advance is crucial to the success of your marketing campaign in a foreign market.
Modify Your Display Logistically
One of the biggest mistakes you can make when participating in an expo overseas is to simply arrive with the same exhibit utilized domestically. Logistically speaking, this is not business as usual! Extensive research must be done in advance to ensure that you have made the necessary modifications to effectively operate your trade show booth equipment. Electrical systems vary between continents, and even countries; and that stunning exhibit will render itself useless if you’re unable to operate the lighting, video or computer equipment needed to really make it pop. Before leaving, make sure you’ve packed all the adapters, converters and transformers needed to ensure your trade show display can function properly. It might also be necessary to alter the size of your display, as standard requirements for trade show booths vary internationally.
Generate Buzz Around Your Exhibit Before You Arrive
If your company is just beginning to establish a presence in a country, it can be challenging to get people excited about your product or service. That’s why it pays to do some networking in advance. Get your name out there among potential clients in the area and let them know about your upcoming trade show exhibit. Give them a compelling reason to visit your trade show display, something that will get them talking about it in advance. If your budget permits, you might even consider a preliminary trip to your destination. Not only will this give you the opportunity to build relationships within the local community, but you’ll also have a chance to scope out the best coffee shops and restaurants in the area!
Be Sensitive To Cultural Differences
What works in one country, may not necessarily work in another. Before getting on that plane, take some time to learn about local customs and business practices – maybe even learn a few words of the native language. This may seem like an unnecessary step, but you’ll be glad you did it when you narrowly escape an embarrassing blunder thanks to your newly acquired cultural knowledge. When crafting your display, it is imperative that you understand how the colors, symbols and overall design will be perceived by the event attendees. Something as simple as the color you use can make a huge difference, as some colors have a negative or unlucky connotation in other cultures. And when it comes to translating the written content associated with your display, this is one area where do-it-yourself is almost never an option. Hire a professional translator and you’ll be well on your way to a successful trade show exhibit and marketing campaign in your new target market!
About the Author
Skyline Exhibits MidSouth is your source for the best trade show exhibits in Bentonville, including vibrant trade show booths Bentonville attendees will love. To view a Design Portfolio including examples of the highest quality trade show displays Bentonville has to offer, visit their site.
Robert Frueh, Director of Member Services, World Trade Centers Association
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