The document provides an overview of navigating the U.S. market for international trade, emphasizing geographical and economic facts, cultural differences, and characteristics of the exhibition business. It highlights the importance of punctuality, meeting deadlines, and direct communication in American business practices. Strategies for launching exhibitions and recruiting exhibitors are discussed, with recommendations for successful market entry through partnerships and effective marketing techniques.

1. Successfully Navigating
the United States Market
Presented by:
Stephanie Selesnick, President
International Trade Information, Inc.
stephanie@intltradeinfo.com
Twitter: @StephSelesnick
www.internationaltradeinformation.com

2. Introduction
• About Stephanie
• President, ITI, Inc.
• 2nd Generation
• Former Show Organizer
• International Consultant
• Blogger

3. What we are covering today
• Key Geographical, Economic Facts
• Cultural Differences
• The US Exhibition Market
• Launching an Exhibition in the US
• Developing a US Pavilion in Your Fair
• Recruiting US Companies to Your Fair
• Questions & Answers

4. Geography
• The US is about half the
size of Russia
• About three-tenths the size
of Africa
• Slightly larger than Brazil
• Slightly larger than China
• More than twice the size of
the European Union
Global Geography is not taught
well, nor are other languages

5. Geography & Demographics
There are 4 time zones within the continental US, not including Alaska or Hawaii.
• East Coast
• Midwest
• Mountain
• Pacific
• 3rd largest population in the world: 316,668,567 people (July 2013)
• 4th if you count the EU as one country
• 82% of the population lives in urban areas
• Throughout most of its history, the United States has had influxes of
immigration. The ethnic mix is:
• 83% white (generally of European descent, but also from the Middle
East and Latin America)
• 12% African-American
• 3% Asian
• About 1% Native American.
• Today the biggest immigrant groups are from Latin countries.

6. Economics
• The US has the largest and most technologically
powerful economy in the world, with a per capita
GDP ranging from $49,800 - $53,000.
• Taxes – vary by City, State and there is Federal
tax as well. There is no VAT.
• Excellent Infrastructure
• People regularly fly to other cities to attend
exhibitions, but drive within 200 miles as well.

7. Cultural Differences
• Much more informal, casual – everyone is on a first name basis
• It is not important to develop a personal relationship in order to
establish a long and successful business relationship.
• Expect answers in 5 seconds - the “now” generation
• Don’t understand time differences (you may be sleeping)
• Relationships are not as formal
• Americans do business where they get the best deal and the best
service.

8. Cultural Differences
• It is always proper to ask questions if
you do not understand something.
• US organizers ask questions -- lots
of them. They are not ashamed to
admit what they do know.
• US organizers will assume you
understand something if you do not
tell them otherwise!

9. Cultural Differences -
Meetings
• Keep appointments once made. You may
not get a second chance if you do not.
• When doing business in the United States,
you must be on time.
• Americans view someone being late as rude,
showing a lack of respect and having sloppy,
undisciplined personal habits.
• Being "on time" in business situations
generally means being about five minutes
early.
• Five minutes late is acceptable with a brief
apology.
• Ten to fifteen minutes late requires a phone
call to warn of the delay and to apologize.

10. Cultural Differences -
Meetings
• A meeting is only considered successful if
something concrete is decided.
• Americans are very comfortable picking up the
telephone and immediately conducting business
with someone they have never met and perhaps
never will meet.

11. Cultural Differences -
Deadlines
• It is very important to meet
deadlines.
• If you tell someone that you will have
a report to them by a certain date, or
that you will email something to them
immediately, they will take you at
your word.
• People who miss deadlines are
viewed as irresponsible &
undependable.

12. Cultural Differences -
Negotiating
• The goal of most negotiations in the United States is to
arrive at a signed contract.
• Long-term relationships and benefits may not be the main
objective.
• The immediate deal may be the only important issue.
• Negotiations will seem rushed to most other cultures.
• Remember that "time is money" to Americans and that
they may not think that building a relationship with
potential business partners is necessary

13. Cultural Differences -
Negotiating
• Americans prefer directness in communication.
When Americans say "yes" or "no," they mean
precisely that. "Maybe" really does mean "it might
happen"; it does not mean "no."
• Get everything in writing!
• Legal – everyone is “sue” happy
• Do not enter into any contract without hiring a
lawyer. No American businesspeople would
dream of signing a contract before consulting a
lawyer.

14. Cultural Differences – Misc.
• Work ethic – 2 weeks paid vacation a year and many
don’t even take that
• Major Holidays – New Year’s, Easter, 4th of July,
Thanksgiving and Christmas are the big ones.
• Meal Times – one-hour lunches are the norm
• Food varies by region
• When going to breakfast, lunch, or dinner, the person
who invites pays, whether it is a man or a woman.

15. Exhibition Business
Characteristics:
• Large professional tradeshow facilities
• Most venues are owned by the cities they are located in,
but they don’t own the exhibitions
• Unlike the German Messe model
• Most fairs are held annually. Less are on 2-3 year cycles.
• Some move cities each year (rotation)
• 100 years for a show is ANCIENT
• Shorter move in/move out times
• Most trade fairs are 2.5 days

16. Exhibition Facts
• Over 11,000 exhibitions held annually (CEIR, 2011 statistics)
• Most are under 200 stands.
• 37% are held in exhibition and convention centers
• 44% are held in hotels
• 20% are held in conference centers and misc. places
• 60% are still Association owned, 40% for-profit companies
• Differences between associations and for-profits
• CES International® is the largest annual exhibition in the US.

17. Location, Location, Location
• Metropolitan hub
1st Tier
Cities
• Major airport with large airlift and
easy national and international
access
• Strong travel infrastructure (rail,
public transportation, taxis)
• Convention center with a minimum
of 500,000 gross sq. ft. (46,000 m2)
exhibit space
• Minimum committable 10,000
sleeping rooms
• Hotel inventory that includes a large
number of chain convention hotels,
luxury properties and a spectrum of
rates
• Abundant dining, entertainment,
attraction options
• Reputation for world-class services
and amenities
• Connotes an element of glamour,
cachet, desirability
Source: Destination Marketing Association International (DMAI)

18. Location, Location, Location
2nd Tier Cities:
• Smaller population and convention facilities
• Less direct airlift (flights)
• Opportunity for better value
• Tier II destinations can be a great choice for planners that prefer having their
convention be “the big fish.”
• It can be a special experience for the attendees when they own the city
instead of being one of multiple conventions taking place in a Tier I city.
• Similarly, adding second tier destinations to the schedule can provide a fresh
and exciting change to the often-visited, sometimes overexposed, first tier
cities.

19. Location, Location, Location
3rd Tier cities (also known as leisure market)
• In fact, some of the country’s most luxurious resorts are
located in destinations labeled third tier simply because of
overall destination size.
• More limited airlift, usually requiring connections
• No convention center, a smaller conference center, or
meeting and exhibit space contained within a hotel rather
than a dedicated facility
• Distinctive leisure travel appeal
• Regional drive market

20. US Venues
• Most are smaller
• Not the Fair model, usually just one building
• Taxpayer funded Venues – going to more
European model but not the same.
• They receive hotel (bed) taxes
• Who’s starting to joint venture?
• Houston
• Boston
• New Orleans (began their own show division)

22. Exhibition Differences
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

23. Launches
1. Do your homework
• US Department of Commerce
• Google
• Speak with your current exhibitors
• Talk to colleagues in SISO, IAEE and UFI
2. Joint Ventures are easier and far less expensive than
opening your own office
3. Buy a show (or a percentage thereof)

24. Launches
4. Find your niche
• Chances are good there is already a show in your niche
somewhere
• Some are in decline, due to poor management
• Some are in growth due to their industries
5. Talk to industry media
• Not all industry media are owned by show organizers.

25. Ways to Recruit North
American Pavilions in Your
Expo
• Understand that many, many SME’s have no interest in exporting.
• Contact same industry Association or For-Profit Show organizer
• Even if you have the largest show in the world, they may still not
know you
• Open a sales office (some Messe’s have done this)
• Hire a company specializing in pavilions to sell
• Hire independent sales people in the US
• Expect to pay both commission and base salary

26. Pavilion Recruitment
• Work and regularly communicate with US
counterparts for a successful pavilion
• No government subsidies (few exceptions)
• Utilize the US Department of Commerce
International Trade Administration’s posts in your
country!
• Utilize your government contacts too!

27. Pavilion Recruitment
Successful Marketing Tips:
• Features vs. Benefits – Features Tell, Benefits Sell!
• Your collateral materials should include statistics, but have them
couched in “What’s in it for me?” terms.
• Offer sales and marketing assistance once the exhibitors commit
• What works best in your country?
• Can you legally provide leads for exhibitors?
• How is distribution done? Or is it direct sales? Any tricky laws?
• Arrange to have key distributors and buyers visit the pavilions.

28. Pavilion Recruitment
• More Marketing Advice
• Email
• Direct mail is still the
best way to attract
qualified attendees
• Mailing Lists/Email lists
– for sale
• Most companies don’t
rely on faxes
• The word “invite” does
NOT mean attend for
free

29. Recruiting Exhibitors
1. Make exhibiting easy.
Offer package space. Explain how set up and tear down
works.
Educate your US exhibitors on booth salesmanship for your
country. Recommend reasonably priced interpreters.
2. Enlist the US Department of Commerce International
Trade Administration’s posts in your country.
• They know who is exporting – and who is looking to
export.
• It is their job to help sell US products and services
abroad.
3. Statistics, statistics, statistics!

30. Summary
• The US is massive.
• Personal relationships are not necessary to do
business.
• Do what you say you are going to do when you say
you are going to do it!
• Partnerships are the least costly, most effective
way to enter the market – or bring a US Pavilion
into your show
• There are other options if there’s no interest in a
partnership!

31. Successfully Navigating
the United States Market
Questions and Answers!
Stephanie Selesnick
stephanie@intltradeinfo.com
www.internationaltradeinformation.com