International Trade Show Marketing

International Trade Show Marketing: Part One -- What's so Different?
By Sandy Flom
CEO, Extraordinary Show Productions Ltd.

Hello – Goede dag – Ni hao – Bonjour – Kon-nichiwa – Ciao – helo – Hola – Zdravstvuyte

It’s a small world after all…

The world is becoming smaller and smaller at an ever increasing speed. International exhibiting is becoming more and more an integral facet of exhibit marketing programs. It is the fastest growing segment of the industry.

Globalization has caused many companies to seriously evaluate their international trade show marketing programs. Those companies who have historically left international trade shows in the hands of their field offices are finding it necessary to move that responsibility under the corporate umbrella to achieve successful global branding.

What’s so different about Global Exhibiting?

Generally Speaking

In the U.S., trade shows are viewed as a place to gather a lot of information very quickly and visitors do not typically spend much time at any particular exhibit. Outside the U.S. it is quite the opposite. Trade shows attract higher-level attendees and serve as a venue for holding high-level meetings and negotiating major contracts. Visitors spend significant amounts of time in the stands which creates the need for private meeting and hospitality areas.

Trade fairs, as they are known outside the U.S., are a highly respected marketing medium with a much longer history. Shows often run longer in hours each day as well as in the number of opening days. Shows are frequently much larger – filling many halls – and visitors need more time to cover the physical area.

Many trade fairs are open to the public for a day or more - usually at the end. The public can include children and students with teachers – and they often come in droves.

Exhibition Facilities

Exhibition centers in some countries are almost like small cities with banks, shops, restaurants, and even train stations. In major cities, particularly in Europe, the exhibition center is usually a large complex with multiple buildings. The halls are literally separate structures connected by walkways – indoor or outdoor.

Facilities can range from being quite modern to having questionable floor load capacity and erratic electrical supplies especially in developing countries.

Exhibit Space

The normal process is for the exhibitor to apply for their preferred space size and when all the applications are in, the show organizer fits everything together. The awarded stand size may be slightly larger or slightly smaller than requested. The hall floor plan will not be available until the show manager has drawn it based on space requests by exhibitors.

There is no pipe and drape and because space sizes can vary widely, exhibits are frequently custom-built in the show hall and used only once. This type of exhibit fabrication is often used for very tight budgets and is not conducive to maintaining a consistent image from show to show.

Regulations

Just as in the U.S., exhibit regulations vary between venues as do ceiling heights, floor load capacities, and layouts. In general, stands are more enclosed or have enclosed areas for private meetings or hospitality. Many inline stands have side walls that are 2.5m (8’-2”) high all the way out to the aisle. There may be setback rules that require any exhibit component or structure higher than 3m (9’10”) to be set back 1m (39”) from the aisle. It may be required that all stand designs are submitted to the show organizer for approval regardless of size, height, or location in the exhibition hall.

Regulations on using fireproof or fire resistant materials can be very stringent – particularly in Europe. The Fire Marshall is ever present during the installation phase and it would not be unusual for him or her to use a cigarette lighter to test fire resistance of exhibit materials – particularly Plexiglas and fabric. France does not allow Plexiglas because it can burn and release toxic fumes. In Germany, two story exhibits often require fire extinguishers.

Some countries also have strict environmental regulations and may charge a fee for any waste left behind. Germany is particularly tough and charges by the cubic meter. If such a fee is to be charged, it will likely be noted in the exhibitor manual.

As in the U.S., it is critical to know show regulations.

Timeline

Preparing for international exhibit project or programs usually requires more time than for a similar domestic program. Starting a year in advance of the conference is not uncommon and is more likely to ensure the desired program result. Even in the electronic age of communication, time differences as well as cultural differences might imply slower responses. The U.S. is unique in its quest for “same-day service” and many cultures and countries do not share the same sense of urgency.

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