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Attracting International Exhibitors to Your Show
 

Attracting International Exhibitors to Your Show

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    Attracting International Exhibitors to Your Show Attracting International Exhibitors to Your Show Presentation Transcript

    • Strategies for Attracting International Exhibitors - from Home PCMA San Diego, CA January 9. 2012 Stephanie Selesnick, CEM International Trade Information, Inc. [email_address] @StephSelesnick, #pcma12
      • The basics (avoiding the pitfalls)
        • How US Expos are different than the rest of the planet
        • Cultural tips
      • Relationships & Recruiting Pavilions
      • Using local and regional international governmental resources to brand and sell
      Bringing international exhibitors to your show
    • What is YOUR international knowledge level? (a pop quiz!)
      • TRUE/FALSE:
        • Consulates are located in a Capitol City. Embassies are satellites of Consulates.
        • Trade Offices are always located in Embassies or Consulates
        • A Trade Commissioner is the same as a Cultural Commissioner
        • If you cut anything up small enough it tastes like chicken.
        • The U.S. Department of Commerce is in charge of issuing Visas.
    • Job Titles, Positions and Status:
      • Embassies (Political): Ambassador
      • Embassies (Civil): Minister Counselor
      • Consulates (Political): Consul General
      • Consulate’s (Civil): Minister or Commissioner
      • Trade Commissioners: Civil or Political? Commissioner is highest ranked
      • Foreign Service National (FSN)
      • Senior officials WILL NOT meet with salespeople under the title of Director.
    • Hard Wall Scheme
    • Differences: Exhibition Basics US Rest of the World Pipe & Drape (Canada too) Hard Wall/Shell Scheme Unions No Unions Material Handling-Drayage Freight Forwarders Provide General Service Contractor Decorator, No GSC A Booth A Stand Square Feet (100 sq. ft) Square Meters (9m2) Fahrenheit Celsius
    • Differences: Cultural Tips
      • Latin America and Asia:
      • Yes does not always mean Yes, but no usually means NO.
      • Negotiating is a national sport
      • People address each other much more formally
      • Titles are always used
      • Relationships, Relationships, Relationships
    • Differences: Cultural Tips
      • Asia & Oceana:
      • China is NOT all of Asia
      • Successful recruiting exhibitors or visitors from China require Government permission.
      • China is all one time zone.
      • Don’t confuse Australian or New Zealand (Kiwi) accents with the British.
    • Anatomy of a Country Pavilion Sale:
      • Year 1: Walk the Show
      • Year 2: Institutional Booth
      • Year 3: Buy a pavilion
    • Build Excitement Around Your Event
      • Foreign Press Launch Party
      • “ Dog & Pony Act” Food Function
      • What else?
    • Selling Pavilions
      • Country Pavilions are the BEST because:
      • 1. Participation by private companies are subsidized, so it’s easier to sell
      • 2. They buy a big amount of space and divvy it up.
      • 3. They pay for the whole amount of space
    • Selling Pavilions
      • Country Pavilions are a PAIN because:
      • 1. They are really bad about letting the Show Organizer know who is in the Pavilion
      • 2. The participant companies are really bad at promoting themselves
      • 3. They can be really ugly
      • 4. Sometimes they don’t sell out and want a refund, or take way longer to pay for space
    • Prospecting - Foreign Gov’t
      • 2 places:
      • Event City
      • Your City
      • Making appointments:
      • Formally invite prospects to meet with your boss and tag along
        • Formal business attire is expected
      • Written notes, emails and many times, personal phone calls are required
    • Summary
      • Do your homework and be culturally aware!
      • It takes patience and persistence to be successful internationally!
      • Sr. Execs should publicly thank supporters
      • How internationally sophisticated are you? (answers to the pop quiz)
    • Answers to the Quiz: True/False
      • Consulates are located in a Capital City. Embassies are satellites of Consulates.
          • False, it’s the other way around
      • Trade Offices are always located in Embassies or Consulates
          • False
      • A Trade Commissioner is the same as a Cultural Commissioner
          • False
    • Answers to the Quiz: True/False
      • 4. If you cut anything up small enough it tastes like chicken.
          • Mostly true
      • 5. The U.S. Department of Commerce is in charge of issuing Visas.
          • False - it’s the State Department
    • Attracting International Exhibitors to Your Show Stephanie Selesnick, CEM International Trade Information, Inc. [email_address] @StephSelesnick Tel:+1.818.591.2255