Another in a series of webinars with The Pulse Network. International Attendance requires patience and allocation of resources multiple years to be successful. Here are some helpful tips to get started!

1. The Pulse Network Webinar
Improving International
Attendance at Your Trade Show
May 2012
By Stephanie Selesnick
stephanie@intltradeinfo.com

2. 1. Analyze your brand &
marketing materials
 Do they have an
international slant?
 WIIFM? Compel people
to get on a plane and
travel to your show
 Challenges with
visas/customs

3. 2. Internationalize Your Website
 A visa letter does
not count.
 Include information
YOU would want to
know if going
abroad to someone
else’s show.

4. 3. Utilize your international
exhibitors
 Do they conduct business overseas?
 Will they help?
 Use a bonded mailing house
 Make it easy for them!
 Refer a friend
 Place widgets on website
 Offer a prize

5. 4. Query your international
attendees.
 Ask for names of colleagues, media and
relevant associations

6. 5. Establish relationships with
foreign media and associations.
 The phrase "Mutual
Cooperation" is huge!
 Be prepared to
support association
heads with
travel/hotel expenses
if they bring
delegations
 Use real translators -
not google or babel

7. 6. Send RELEVANT press
releases to foreign media.
 Attendees coming into the US are looking
to buy US made equipment, supplies and
services
 They don't care about your international
exhibitors (Really. We promise.)

8. 7. Tailor your seminar program
 Invite international
speakers
 Include topics of interest
to your international
attendees
 If it works,
offer simultaneous
translation

9. 8. Use the US Dept. of
Commerce Export Centers
 There is one in each State.
 They are charged with helping US
companies export.

10. 9. Make your international
attendees feel welcome
 Word of mouth is one of the most
powerful marketing tools
 Hold an international reception
 Offer spouse tours
 Conduct field trips to factories/stores/etc.
 International Room blocks
 Develop a mentoring program

11. 10. Be proactive for next year.
 Show attendees your event!
 Use video from the show floor
 Include fireside chats
 Have attendee interviews. Remember who
your audience is.