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Pcma intl sales 1:12

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Seminar given on 1/12/12 at PCMA 2012 in San Diego, CA. Subject: Attracting International Exhibitors to Your Show

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Pcma intl sales 1:12

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

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