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How To Develop New Business at International Trade Shows

by Gwen Parsons 7. May 2015 19:26

Many companies today are reaching beyond their native borders to develop new business opportunities. Whether the goal is to build a global brand, increase revenue, expand distribution, or establish operations, trade shows are one of the best ways to introduce your company to a new market. The following key points should be beneficial to exploring international trade shows.



Find the right event. There are a number of searchable trade show directories online that enable you to research trade shows by country, industry, search term, and dates. Examples include M&A or Expobase. Your exhibit house should be able to help you screen appropriate trade shows based on your specific goals.



Do your research. Learn as much as you can about international exhibiting in general and specifically in your target markets. Exhibitor Magazine publishes an annual article on top trade show destinations. The ExhibitorLive conference offers a number of international education sessions. Mark your calendar to attend Feb 29-Mar 2, 2016 and register here to receive conference updates.

A new book "Trade Shows from One Country to the Next" offers fascinating insights into trade show marketing in 45 countries. Author Larry Kulchawik has over 40 years of experience in the international trade show arena. His book focuses on venues, regulations, exhibit architecture, cultural differences, behavioral adjustments and communication skills needed to successfully market products and services at trade shows in foreign countries. Order a copy of his comprehensive guide at Amazon.com



Select an experienced partner. You will want to work with an organization that has experience in your target market. Ideally the organization you choose will have operations located in your target market. Nomadic Display has offices in major markets in the US and Europe that offer display fabrication, exhibit rentals, graphics, and show services. We produce from the location closest to our clients’ exhibition destination to reduce time and expense. If you plan to work with an independent consultant, be sure to ask for client references to verify their experience.



Design for a different audience. Your trade show display needs to engage an audience of a different culture. That requires an understanding of the style, colors, language, in-booth activities, and more that will drive the optimal trade show display design. To effectively collaborate at your exhibit design kick off meeting bring show specific regulations, a floor plan denoting your space on it and a design brief that includes your research into your target market.

For more tips on international exhibiting, go to Resources.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.