In today’s global economy, it is no longer enough to think locally and expect to attract customers from around the world. The same can be said for exhibition stands. For example, many of the big e-commerce exhibitions and conventions are in the United States of America. If you are looking to attract people in this niche area, then you need to travel!
If exhibitions drive a significant part of your revenue, or have the potential to do so, you need to be exhibiting at events regularly. In this news update we will take a look at some of the things you need to consider!
Culutal tone
Every country has its own culture. If you travel to Saudi Arabia for an exhibition, you wouldn’t expect exhibitors to be handing out free beer! Equally, if you are exhibiting in the UK, your approach would be more subdued than if you were exhibiting in Las Vegas. Make sure you think about your target audience and what is normal socially and culturally in that environment.
One size does not fit all
If you are used to exhibiting in your own country, don’t assume that everything will be the same overseas. Different exhibition centres have different rules and the costs per metre of floor space will vary hugely. The biggest exhibition centre in the world is Hanover Messelande, with a capacity of well over 460,000 m²! Modular exhibition stands will help you adapt your display depending on both budget and the floor space available.
Understand your audience
As well as understanding the culture of the place you are exhibiting, it is also important to understand the people. People from different regions buy in different ways and they may expect a different approach than the one you are used to in your own country. By understanding the demographic profile and cultural backgrounds of your prospects, you can ensure you follow the best sales process.
Plan for success!
The golden rule in exhibition planning is not to expect the same situation in every exhibition around the world. You need to find out beforehand about how to tailor your approach and how to layout your stand to have the best chance of success.
Here at 200m2, we have been helping our customers to expand their exhibitions programme into new regions for over 20 years. We’d welcome the chance to do the same for you. To find out more about our range of global exhibition services, call us on 020 333 200 92.
