International Trade/Offshore Manufacturing/Sourcing/Export/Import/Consulting Trade Shows: Doing Your Homework Key By Jeff Hannah, Senior Global Designer, Nth Degree The number one challenge to establishing an effective global trade show marketing program is creating a brand image that is both globally consistent and locally relevant. It is not enough to have your tagline translated directly into another language, and taking your exhibit - as is - overseas. Cultural nuances such as color, religion, etiquette, military issues and even human body size (ergonomics) can make an enormous difference in what sort of impact you will have in another country. Let us define terms: Global consistency means your company and/or product is recognizable and identifiable at a glance, wherever and whenever it appears. For example, McDonald's golden arches are recognized throughout the world as a symbol for the fast-food giant. Local relevancy means that your brand message is communicated in a way that achieves the desired result, response or image in the specific locality in which it appears. Using our example, McDonald's signage in Japan would naturally be quite different than in the U.S. or even Brazil. The differences in written language alone make it necessary to adapt to communicate with the local audience. Many companies are guilty of doing a great disservice to themselves by not taking the time to learn about colors and images that are inappropriate to a particular country or culture. Consequently, their brand image suffers damage and the company's reputation is scarred. Your message can become muted, confusing, and ultimately less potent. So how is it done? The best way to attain both local relevancy and global consistency is to start with an ideal exhibit design. Then, with the help of show management, trusted suppliers, in-country associates and your marketing team, that ideal can be adjusted for each venue based on local considerations. Every aspect of your plan - from fabrication and design, to color selection and graphics - should be evaluated for their appropriateness in each individual venue. For instance, always work with, not around, the typical fabrication methods. The skill levels of the local craftspeople vary greatly, as do their access to tools, technologies and materials. By allowing them to do what they do best, you ensure success. Likewise, asking a fabricator to learn a new construction technique for an important exhibit with a tight turn-around is courting disaster. Ergonomics should play a role in your planning, too. In Asian countries, the average person's height is somewhat less than the average height in the U.S., so the typical counter height is slightly lower than what we are accustomed. This must be considered; it would be incredibly rude for counter heights at demo stations to be as high as the standards here in America (and awkward for your customers). Finish materials selection is always of primary importance. The list of materials available, manufacturers and colors vary significantly from country to country. You can not just select Formica like we would here in the U.S., and expect to get it in Argentina or Australia. Likewise, not all countries use laminates for wall finishes - Japan uses wallpapers, and many countries instead use paint finishes. Then there is color. Exhibitors need to be aware that a single color may not work universally. From a cultural standpoint, some countries, including Korea and Hong Kong, have particular colors that represent specific things - like a military faction or even death. In order to make sure you do not project the wrong image in your exhibit (or embarrass your company) you want to be careful. For example, a particular color might represent a military faction, or have a negative stigma. A red may have a sacred or negative connotation in a particular country. You would not necessarily eliminate red altogether, but you would want to consider what other colors are used by your company, then use those colors more, and use the red in small doses, or as an accent color. As a sign of respect for the local culture, and to be sure prospects do not pass you by without understanding your message, use the language of the locals whenever possible. From a language standpoint, a lot of companies have a tendency to take their English graphic panels and use them worldwide. Even though English is the most widely used business language, not everyone you want to reach will read or understand English. Many people who do speak English as a second language will not have time to spend reading and understanding your message, especially if it is long or technical in nature. Another language consideration is to not use literal translations. A tag line or catch phrase often will not make sense when translated word for word. Not only can your message be lost in the translation, but you run the risk of offending your audience or looking incredibly stupid. The classic example of this is the Chevy Nova, which in Spanish translates into "Doesn't Go," not an ideal image for an automobile. Instead, have a native speaker of the language translate based on the meaning you are trying to convey. You may end up with a long phrase to replace a short concise one, but that is better than the alternative, becoming a candidate for an out-takes and bloopers show. Creating local relevancy while retaining global consistency is a painstaking, detailed process. However, in today's fast-paced global economy, no company wants to make mistakes that will result in lost ground - especially with their coveted marketing dollars. So finish your homework! Creating a consistent brand Image Every experienced exhibit marketer knows that the more details being juggled, the easier it is for something to fall through the cracks. In order to streamline your company's process and ensure you communicate the right brand image at offshore events, follow these easy steps: Define who will be in charge. First decide who will have the final say so. This will probably be the exhibit manager or a product manager. Then clearly define the responsibilities of each team member. Assigning a formal decision-making hierarchy will help streamline the process of planning and implementing your exhibit. Establish your identity ideal in terms of visual appearance. This will come from your marketing and product plans. What do you want your visual message and impact to be? Implement a formal communications process between your company and all of its partners and suppliers involved in the project. This helps you gather input and feedback from all involved parties, and ensures that everyone on the team is on the same page. This process may include regularly scheduled meetings, conference calls and e-mail or Web updates. A project time line is recommended as well. Research physical and cultural specifics of the venue. This enables you to learn what is appropriate and usual, and what limitations or opportunities may exist involving materials, technology and the like. Resources for this type of information include Brigham Young University's CULTURGRAMS, Berlitz, show management, your suppliers, and your company's local sales offices. Have an in-country contact evaluate your ideal identity against your communications intent. Ask your most knowledgeable contacts to review every element of both your exhibit and your marketing program in terms of color, size, message, material and language. Encourage them to make suggestions on how your intent can be better accomplished in that particular venue and culture. Jeff Hannah is senior global designer for Nth Degree in Atlanta. Nth Degree is a global trade show management company. Advertise on this site Put your company on this site!