Expansion to Overseas Markets

There may be many reasons why your company has taken the decision to market itself overseas; perhaps the U.S. is saturated, or maybe you feel you have niche product that research tells you will sell well in certain overseas countries.

Whatever the reasons, there is no better place to start your involvement in new countries than to attend a couple of trade shows in the U.S. that are specifically set up to welcome visitors from all over the globe.

There are many trade shows across the U.S that advertise that they invite and attract visitors from all over the world and some have been doing so for many years with great success. Check out their attendance list to find out which ones have the largest number of overseas visitors; you can be sure they are published, because it's a selling point for the trade show organisers.

Exhibiting at a trade show with a reasonable percentage of visitors from overseas is a great way to introduce your company to overseas markets without, the expense of actually traveling overseas. You can learn a lot by talking to overseas visitors; they will tell you whether they think your company's products or services will prove successful, or ways perhaps to improve them and make them more saleable.

Effectively, the cost of a cup of coffee could be the difference between your company making an expensive mistake as regards to its marketing profile overseas.
However, prior to making a booking to exhibit at a trade show that attracts overseas visitors, you need to undertake plenty of research. Firstly, what is the underlying trade show subject matter; perhaps a somewhat ridiculous example, but there would be no point in exhibiting at a trade show where the subject matter is computer technology when your companies business is property investment, irrespective of the number of overseas visitors it attracts.

Secondly, will there be attendees from the country or countries you want to do business with? Again, there is little point in going to the expense of exhibiting when the majority of overseas visitors are from Asia, but the part of the world you are hoping to expand into is Africa. Both these points may seem obvious, but you will be astounded how easy it is to make these silly, but expensive mistakes.

So, you have found out that the trade show subject matter is perfect for your own company profile. You have also ascertained that there will be plenty of overseas visitors from the country or countries you want to do business with. Now's the time to move with speed and book your booth area before there is no space left.

Once you have selected the people that will be looking after the booth during the exhibition, it's time for everyone to take a crash course in the basics of the relevant languages, cultural differences and traditions of the countries you are interesting in doing business with. While it's not necessary to be able to speak a lot of the language, because the overseas attendees will be able speak English, it is polite and the fact that you and your booth staff have bothered to learn it will impress your overseas visitors.


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Written by Lawrence Reaves for Monster Displays - http://www.monsterdisplays.com/ - who specialize in the manufacture and production of trade show displays, digital signage, large format graphics, and an unending collection of accessories that are superior in today's market.


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