Attending trade shows in the U.S. that cater for and attract a certain percentage of overseas visitors is a great way to get your company noticed outside the U.S. However, there are only going to be a relatively small number of people from the country you are trying to deal with who attend, thus your total exposure is limited.
If you have already done your research and have decided on the country you intend to market your products or services too, then there is no better way of increasing your exposure than traveling to the country and hiring booth space at a trade show in that country.
It's fairly simple to work out the difference in exposure; the best trade shows in the U.S. attract about 25 per cent of total attendees from overseas; so about 1 in 4. However, the 1 in 4 isn't necessarily from the country you want to deal with, the percentages and ratios drop considerably.
Therefore, assuming the ratio of local attendees to overseas attendees is the same for a trade show in another country it means that instead of a few per cent being from the country you are interested in the percentage increases to at least 75 per cent. That is a substantial increase which is likely to be reflected in your sales.
There are trade shows held all the time all over the world, so check around and you will find one that suits your company profile in the country you want to market your goods and services too. As with trade shows in the U.S., you need to book a place early, but because of the logistics involved, you need to start planning much earlier.
If you are exhibiting in an English speaking country then much of what you use for exhibiting at a U.S. trade show can be the same. However, if you are thinking of exhibiting in a country with a different language, you are not only going to have to overcome the language issues, but also the cultural differences. This means that you need to undertake plenty of research well in advance.
You are likely to find that the trade show organizers are well versed in the English language and cater for helping make the arrangements for you booth and other important requirements. You will also find that a lot of the visitors to your booth will be able to speak English, so there is no need to worry too much.
However, there is no excuse for not learning the basics of the language for the country you are visiting; in fact it's imperative. All booth staff need to learn the basics; enough to get by and so you can welcome your visitors using their language. You will be amazed how impressed they will be. Understanding cultural differences is also important to making the trade show a success. If you don't greet someone in the correct manner, it can appear very rude and you will undoubtedly lose an opportunity.
Work hard and plan well in advance and you will find the experience exhilarating and satisfying.
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Written by Lawrence Reaves for Monster Displays - http://www.monsterdisplays.com/ They will help you get the display, accessory, or graphic that's right for you and your marketing message. We are not happy unless we know you are completely satisfied from design concept to delivery!
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