According to Julia O'Connor, president of Trade Show
Training, inc. (TSTi) there are three universal components to
any trade show, anywhere in the world – promotion,
presentation and logistics. "While it looks simple", she
said, "there are both subtle and major differences in shows
in the US and other countries. "
Promotion – marketing – is probably more universal,
especially now with the Internet, said O'Connor, but
presentation – the sales component – is more affected by
culture and business expectations.
"Americans are viewed as loud and aggressive
expand globally, we understand we must be more
relationship-oriented. We find it hard to change but we try
to ", O'Connor explained.
The biggest challenge – and the most complaints she
passwords – are about the logistics component. It is the unions,
the transportation and shipping problems, the set-up and
tear-down. Many countries and shows use a turnkey
operation. In the States, there are different unions to perform
services before, during and after a show.
"It becomes confusing to individuals and expensive for
companies that do not understand the process in the US, "
Those companies planning to exhibit in the US, or those
who currently exhibit, often do not know where to turn for
assistance. Specialized seminars, run as Camp
Sho-M-Sel-M, provide the information.
Trade shows are complicated events – short term with lots
of details. The process is complicated by language, culture
and old habits. The more a foreign firm knows about US
trade shows, the more successful they will be.
Source by Julia O'Connor