Stepping into the world of exhibits can be a daunting task, whether you’re showcasing your brand at a local trade show or making your mark on an international stage. While the core principles of engaging with potential clients and creating memorable experiences remain consistent, the nuances between domestic and international exhibitions can be vast and intricate. Understanding these differences—and the surprising similarities—can be the key to your success.
Come with us, as we explore the unique challenges and opportunities regarding exhibiting domestically or internationally, offering insights to help you succeed no matter where you choose to succeed!
Goal and Objectives
All types of exhibiting, no matter where they take place, need to start with setting clear goals and objectives. Without them, measuring success becomes impossible. Whether you’re exhibiting domestically or internationally, your objectives—such as brand visibility, lead generation, or product launches—remain crucial. Understanding the unique challenges and opportunities of each setting will help you achieve these goals and maximize your impact.
Budget Management:
Developing and managing a budget is vital regardless of your exhibit location. Key costs to consider include creative design work, travel, accommodations, marketing materials, and logistics. When exhibiting internationally, additional expenses like shipping and drayage can quickly escalate if not carefully monitored. Partnering with an experienced company familiar with the location and local suppliers can save you time, money, and sanity. Staying vigilant with these costs will help ensure you stay within budget and achieve a successful exhibition. Creating and managing a budget is crucial regardless of the exhibit location. Costs to consider include booth design, travel, accommodations, and marketing materials.
Marketing and Promotion:
Effective promotion through social media, email campaigns, and press releases is essential to draw visitors to your exhibit. When operating in unfamiliar territory, it’s crucial to have your promotions and copy reviewed by an experienced professional familiar with the location’s customs, culture, and language. Numerous companies have inadvertently offended or failed to meet compliance regulations due to their lack of local knowledge and experience. Partnering with a local expert can help you navigate these challenges and ensure your marketing efforts are well received.
Exhibit Booth Training:
Ensuring that exhibit staff are well-trained in product knowledge, sales techniques, and cultural sensitivity (especially important for international exhibits) is vital for success. Some key areas that exhibit staff working internationally should focus on include:
- Cultural Etiquette: Understanding and respecting local customs, traditions, and business practices.
- Language: Basic proficiency in the local language or access to a translator to facilitate communication.
- Product Knowledge: Understanding how your product or service fits in locally and regionally.
- Compliance and Regulations: Awareness of local laws and regulations to ensure all exhibit practices are compliant. In healthcare this is particularly important. Essentially understanding transfer of value practices, HCP marketing practices, and local and governmental laws and regulations.
- Networking: Strategies for building relationships and engaging with potential clients in a culturally appropriate manner.
- Crisis Management: Preparing for potential issues and knowing how to address them effectively on an international stage.
Lead Retrieval:
Utilizing a system to capture and follow up on leads is necessary whether exhibiting domestically or internationally to maximize ROI. However, … lead retrieval systems can differ from country to country, both in terms of technology and how to use them. Key differences can be:
- Technology and Compatibility: Different countries may use various lead retrieval technologies, such as QR codes, RFID, or NFC, and the compatibility with local devices and systems can vary.
- Data Privacy Regulations: Each country has its own data privacy laws (e.g., GDPR in Europe), which can affect how lead data is collected, stored, and used.
- User Experience: The interface and ease of use of lead retrieval systems may differ, influenced by local language support and user familiarity with certain technologies.
- Integration with Local Platforms: Lead retrieval systems may need to integrate with local CRM and marketing automation tools, which can differ from those used in other regions.
- Support and Training: Local vendors may offer various levels of support and training, affecting how effectively the system is used.
- Understanding these differences and working with a local expert or vendor can help ensure a smooth and effective lead retrieval process at international exhibits.
Cultural Differences:
Understanding and respecting cultural customs, business etiquette, and communication styles is critical when planning an international exhibit. Inadvertently offending attendees or business partners can happen if we do not do our homework. Some examples of this are:
- Greetings and Introductions: In some cultures, a firm handshake is expected, while in others, a bow or a light handshake is more appropriate. Misunderstanding these customs can create a negative first impression.
- Gift-Giving Practices: The appropriateness, type, and presentation of gifts vary widely. For example, giving a clock as a gift in China is considered bad luck. There are many examples of offensive gifts … is that an oxymoron?
- Dress Code: We all know this. What one considers appropriate, others do not. It is always good to remember that what is considered professional attire can differ greatly. In some regions, business casual may be acceptable, while others expect formal business wear.
- Punctuality: How we value time and punctuality can vary greatly from county to country. In some cultures, punctuality is crucial, while in others, being a few minutes late can be acceptable.
- Communication Styles: Understanding when to be direct and more formal in communication is extremely helpful. In some cultures, being direct is appreciated, while in others, a more indirect approach is preferred.
- Business Card Etiquette: Who would think that the way you share a business card could get you into trouble! The way business cards are exchanged can be significant. In Japan, for instance, presenting and receiving business cards with both hands and taking a moment to read the card is a sign of respect.
- Food, Beverage and Hospitality: Offering the right type of food and drink, considering dietary restrictions and preferences, can make or break an engagement. Always understand your audience.
Logistics and Shipping:
International exhibits involve more complex logistics, including customs regulations, shipping timelines, and potential delays. Be sure to either research these topics to ensure you receive your shipments or enlist the help of an experienced and knowledgeable partner that will allow you to focus on the matters that matter to you, leaving shipping and logistics to the experts!
Travel and Accommodations:
Coordinating travel and accommodations for staff could be more complicated and costly for international exhibits. Choosing the right lodging involves not only finding comfortable and convenient options but also ensuring safety and proximity to the event venue. Often, soliciting the help of a local Destination Management Company (DMC) can significantly streamline the process. These experts can provide valuable insights into the best areas to stay, manage logistics, and handle any potential issues, making your international exhibit experience smoother and more efficient.
Currency and Payment Methods:
Handling multiple currencies and understanding various payment methods are crucial for budgeting and transactions at international exhibits. Additionally, being aware of VAT (Value Added Tax) or other local taxes, as well as the associated paperwork, is important. For example, you might need to navigate complex VAT refund processes or deal with foreign transaction fees that could impact your budget. Effectively managing these financial aspects ensures smoother transactions and helps avoid unexpected costs during your exhibit.
Time Zone Differences:
And finally, remember time zone differences! This can affect communications and coordination with the all the suppliers you may work with, as well as the venues. When you are exhibiting internationally, be prepared to have very early or late-night calls!
While the fundamental principles of exhibit planning remain consistent no matter where you are, international exhibits require additional layers of preparation and sensitivity to cultural, logistical, and compliance differences. By understanding and addressing the topics covered, you can optimize your success for an impactful presence internationally.
For more information, please reach out to a member of the Poretta & Orr staff. We are experienced, knowledgeable, and trusted global exhibit partners.