As an ever-increasing number of companies expand their brands worldwide exhibiting at international trade fairs continues to grow in importance.  While exhibiting at international events can be very rewarding it can also be a challenging and costly experience.

Here are five tips and guidelines from CEP International a exhibit builder specializing in international trade show exhibiting to keep in mind as you expand your brand globally.

• Select the ‘Right’ Trade Show

This decision should directly relate to your growth country priorities and shouldn’t be driven by reaching your optimal attendee demographics. A new market entry is a commitment and investment that takes time persistence and patience and how you present your company and products in your exhibit stand can have a major impact on your ROI.

• Allow yourself plenty of time – and funds

A lead-time of 12-18 months for reserving a booth is common in many countries. Reserve early to get the best space options. Reserve a booth large enough to offer seating and refreshments – in-booth hospitality is common outside of the U.S. Allow sufficient time for stand building and shipping of materials. Consider a country-specific (turn-key) Pavilion when exhibiting for the first time.

Also establish a budget safety net and add 20-25% to your budget to cover unexpected costs tipping and exchange rate fluctuations. While a Value Added Tax (VAT) is included in products and services costs in most countries treat it as an expense when paid and a bonus if you are successful in recovering it after the event.

• Stand Construction

When there are no plans to store custom exhibits most exhibitors choose lightweight custom or modular structures or a combination of both. In some countries build-and-burn exhibits are common. U.S. booths are large and open. European booths tend to be more enclosed. Fair organizers can refer you to knowledgeable stand builders such as CEP International who is also giving a webinar on Exhibiting Internationally along with TSEA.  Visit TSEA’s website for more information.

• Cultural Differences

Some cultures are more direct and explicit in their communications.  German-speaking and Scandinavian cultures are considered low context – they are direct and their words have specific meaning. Japanese Chinese and Arabs are high context – their language is often vague inexact and confusing for English-speaking cultures so learn to read between the lines. In Latin America for instance space between persons conversing is much closer than in North America and Europe – be attuned to such nuances. U.S.-Americans should communicate in clear basic English and avoid being too U.S.-centric and using slang colloquialisms and trendy buzz words.

• Pre-Show Promotions

As is the case with domestic trade shows your success greatly depends on the intensity of your pre-show promotions to potential buyers. Identify pre-show promotion opportunities by reading the Exhibitor Manual and by speaking with the show organizer’s marketing and PR teams directly to capitalize on all available promotional tools.  You might also consider working with a partner who specializes in international marketing and communications.

For more advice on exhibiting internationally you can download a copy of CEP’s International Exhibiting Tips booklet.

Have any international exhibiting success or horror stories you want to share?  We’d love to hear them!