| Question: Is it better for an American trade show | | | | needs to plan well in advance if they want to exhibit |
| exhibitor to rent a trade show booth abroad if the | | | | overseas. The American exhibitor needs to consider |
| exhibit hall is in Europe or Asia rather than ship a | | | | extra time for customs clearance, shipping, working in |
| trade show exhibit from the U.S.? | | | | the metric system (rather than inches and feet), |
| Answer: Yes. It makes better sense logistically and | | | | different time zones, language barriers and currency |
| economically to rent a trade show display in a foreign | | | | exchange rates. If you want to avoid fluctuations in |
| country where it will be exhibited. Why? For starters, | | | | price, Adams suggests locking in the amount of the |
| the savings on round trip international shipping and | | | | trade show rental exhibit costs by paying in advance. |
| handling charges are substantial. | | | | One of the biggest problems in international exhibiting |
| Also, it turns out that each country has a distinct set | | | | is the lack of understanding the language, cites |
| of trade show requirements due to the unique | | | | Adams. Be aware that some trade shows require all |
| characteristics of that nation's business styles. For | | | | written materials and signage to be printed in the |
| instance, with storage space at a premium in Japan, it | | | | official language of the show. When you have |
| is common for the custom trade show booth to | | | | translation work done, make sure that your words |
| appear in only one trade show. In Japan, the trade | | | | and meanings are translated correctly both into the |
| show booth is often destroyed after the trade | | | | official language as well as when the words are |
| show, thereby eliminating the need for storage | | | | translated back into English. Make sure nothing is lost |
| space. When exhibiting in other countries, this "build | | | | in translation, and that you properly convey what |
| and burn" trade show booth concept is common | | | | you mean to say. |
| because the exhibitor is often unwilling to store a | | | | Take into account the difference in trade show |
| trade show exhibit or have it shipped back to their | | | | budgeting for Europe vs. U.S. In Europe, the trade |
| country. Consequently, lesser grade materials are | | | | show costs of shipping, material handling and exhibit |
| used on the one-time trade show display since the | | | | set-up up are customarily handled by the European |
| trade show booth will not be used again. | | | | trade show exhibit house. It is just the opposite in |
| In Europe, trade show booths with fully functioning | | | | the U.S., where each service provider is a different |
| kitchens, dishwashers, four burner stoves, and full | | | | entity - from separate freight companies, drayage, |
| size refrigerators are customary at trade shows. This | | | | installation and dismantling labor, etc. |
| is due to the business culture of Europeans who | | | | The flip side is true when European or Asian |
| expect hospitality in their trade show display arenas, | | | | exhibitors plan to exhibit in a U.S. trade show. They |
| according to Candy Adams, a San Diego-based | | | | are confronted with a confusing array of new |
| independent exhibit-management consultant, trainer, | | | | standards. The American trade show exhibit house, |
| speaker and writer known as The Booth Mom®. | | | | therefore, must act as an ambassador to help the |
| She says that the overseas exhibitor often hires local | | | | overseas exhibitor learn the business model of U.S. |
| students to pick up the food, cook and serve it at | | | | trade show exhibiting. This applies whether the |
| the trade show. And, at a bare minimum at the | | | | exhibit is at the McCormick Convention Center in |
| American trade show booth in Europe, coffee, | | | | Chicago, the Kaiser Convention Center in Oakland, |
| cookies and carbonated and plain water need to be | | | | the Moscone Center in San Francisco, the Santa Clara |
| served in order to comply with the unwritten | | | | Convention Center, the San Jose McEnery |
| hospitality code of European countries. | | | | Convention Center or other exhibit centers |
| Adams advises that the U.S. trade show exhibitor | | | | throughout the country. |