Hot Tips For Going International With Your Trade Show Displays
Not all of us will get an opportunity to set up our trade show displays overseas, but if you ever get an opportunity to attend an international trade show or convention, it can provide a huge publicity boost for your company. International business may not have mattered so much ten years ago, but in the Internet age, you can have customers from anywhere on the globe.
So, what do you do if you do find yourself invited or interested in attending an international trade show? We’ve got some tips to help you make it as productive as you possibly can!
Great Tips For International Trade Show Displays
I. Plan Way, WAY Ahead
We talk a lot about the importance of planning your trade show displays ahead of time, but that’s doubly true when you’re looking at going international. Hopefully the show organizers will have packets of information made up to help you with issues like getting the proper Visas, if necessary… but don’t take it on faith. Do your own research and make sure you’ve got all your ducks in a row before getting on a plane.
II. Study The Local Culture
Granted, international business culture is becoming increasingly standardized, but every locale is going to have its own cultural focuses. Look for a book or two on doing business in the country hosting the exposition, and make sure everyone involved in the project reads it. Minor local social faux pas like pointing the bottom of your shoe at Muslims or patting the top of a Buddhist child’s head can be turn-offs to leads, even in a “liberal” business environment.
Remember: communication always asks more of the communicator. Be the one who’s willing to cross the bridge and speak to the local community in the way they expect to be spoken to, rather than trusting (or simply hoping) they understand American practices.
III. Source As Much As You Can Locally
Especially as airlines get stingier about weight limits, shipping items overseas can be a majorexpense. Try not to fly anything with you that isn’t absolutely necessary. As part of your planning, look for local sources for your typical trade show items and equipment, and perhaps plan to arrive a day or two early so you can assemble what you need.
If you’re sufficiently on the ball, you might also be able to ship items overseas and then catch up to them, such as at your hotel. This requires some logistics finesse, but will still be significantly cheaper than flying with them in baggage.
Depending on the location of your international show, you may get lucky and find that your trusty state-side supplier can help you source displays internationally. There are a few global trade show display manufacturers, and distributors like American Image Displays that work with them can help you design your trade show displays and graphics in this time zone, and then arrange to have it manufactured near the show site, so that your shipping costs and custom’s hassles are drastically reduced.
IV. Get Plenty Of Local Media Exposure
International footage is excellent in promotional videos. Do whatever you can to get plenty of video, especially if you can get onto local TV. You can make use of it for years to come. While you’re at it, try to get out and see a bit of the city hosting the event. Homemade footage of your travels is great fodder for social media as well – and be sure to take advantage of the opportunity to update your social media pages with ongoing coverage and pictures of your international adventure.
V. Study Your Competition
Granted, this is a good idea before ANY trade show, but it goes double for trade show displays overseas. You may not be familiar with many of the companies exhibiting there, so be sure to do plenty of homework. You want to stand out from them in a good way, not by accidentally turning out to be out-of-touch with the local business environment.
If you have the opportunity and the budget to exhibit your trade show booths overseas, we highly recommend you take advantage of it! Just remember you’ll need to do even more legwork beforehand to make sure it goes as planned.
For more, check out where to go with your displays or showmanship in displays.