International Trade/Offshore Manufacturing/Sourcing/Export/Import/Consulting Trade Shows: Know Before You Go By Durl Jensen Our expanding communications infrastructure has created a global market for almost every product and service. Companies of all sizes are developing global branding and marketing strategies. A growing number of trade show and event professionals are facing the challenge of integrating international events into their programs. Every new region presents unique communications considerations, including culture, language and local customs, as well as physical considerations, including structure, function and logistics management. In order to succeed, branding must be implemented consistently worldwide, yet remain locally relevant. An event manager must know exactly how things are done and what to expect in the target region. Easier said than done, you say? In actuality, there are some simple steps to accomplish this seemingly overwhelming task of obtaining research and information. 1. Talk to your company's in-country managers or salespeople. They will know what their customers' interests are and the best ways to get their attention, ensuring your message is locally relevant. They can also fill you in on any local company history you should know. 2. Keep your message consistent with their communications by integrating local marketing materials and programs. Evaluate your plan with them to ensure that the program will be appropriate and meaningful to their clients. 3. Attend the show before you commit. Talk to other exhibitors and find out how successful they have been at the show. Many will be happy to share valuable information on the audience, show organizer, facility and resources available. 4. Evaluate what you see. Take notes on what other companies are doing and not doing, on what works and what doesn't, the facility, the temperature and anything else that might be a factor. 5. Observe at least one day of set-up. Record who provides what, what equipment is available, and which contractors provide quality work. Note construction methods and materials. 6. Talk to suppliers who work in the city, region or at the show you are targeting. Find out what their experience level is, what they have learned, what were the big surprises for them and what will be different from what you are accustomed. 7. Talk to the show organizer. Many international shows and organizers have an office in the U.S. They can be a valuable resource for finding out information on resources and services, including hotels, in-country transportation, freight forwarding and on-site services. 8. Find a company that specializes in culturally appropriate translations. This may be a public relations agency in the region you are targeting or an agency that specializes in this service. Make sure they understand the message you want to communicate; literal translations are often meaningless in other languages. 9. Research the operations of local exhibit fabricators. Try to use typical local construction methods and materials whenever possible. This will enable you to take advantage of the skill set of the local labor. Find out what types of drawings or plans they are accustomed to working with so you can provide information at this level. When this article was first published, Durl Jensen wass director of global services at Nth Degree, a Stone Mountain, Ga.,-based company that provides planning, project management and implementation services for exhibits, exhibitions and marketing events around the globe. Advertise on this site Put your company on this site!