How to Prepare for an International Exhibit

Tailor your marketing. How do you appeal to the demographic you're targeting in this country? Chances are, bilingual marketing collateral is just the beginning. You'll also need to know the hot buttons, cultural quirks, and values of this country in order to market to its citizens effectively. Some turns of phrase simply don't translate-pay special attention to this issue with your company name and tagline. And some colours mean different things to different cultures-so the graphics on your exhibition stand will need to take that into account. You may need to hire a consultant, copywriter or designer from the country in order to ensure you don't make any mistakes. 

Know local product regulations. Do your products meet health and safety regulations overseas, and if not, are there exceptions for international trade? Do you have to fill out certain paperwork or achieve licensure to sell in that country? Make sure you know all the applicable laws that apply to international sale of your product before going in.  If you're attending an exhibit that usually sees a lot of international exhibitors, they may be able to help you find this information or point you toward a professional who can.

Understand the workers. Every exhibitor relies on the floor workers who help them set up, make sure they have the right technology available, and keep things running smoothly on the floor. Know the cultural expectations-are you supposed to tip? Are there unions involved? Sometimes a cultural misunderstanding could make the workers irate, and this could cause problems for you during the exhibit.  Know the rules and cultural expectations, and you should be able to interact smoothly with the workers on the exhibit floor.

Be aware of different electronics.  Are all your lights, media, and other electronics wired to work in the country? Do you have the right types of plugs to fit in the outlets you'll find there? There can be significant electrical differences between countries, and failing to prepare for them can leave your booth dark on exhibition day.

Work with someone who speaks the language.  You may need an interpreter during your interactions with customers and exhibit personnel.  Even if most of the people in the country speak English, hiring a translator shows goodwill and a desire to meet them on their own cultural footing. When you hire one, it's vital to choose someone who is both a fluent speaker of the language and knowledgeable about your industry. Not all translators are created equally, and even a fluent speaker may not be familiar with your industry jargon or know how to translate it into the other language. 

Consider hiring native booth attendees. If your booth attendees are native to the country, you'll get a lot of goodwill-especially if you're one of the few foreign companies to take this step.  While you can train your own people, having a sales force that understands not just the language but the business culture and sales process in this country will be invaluable. 

Be aware of cultural differences.  How are women treated in a business environment in this culture? Are there any important social rituals you'll need to know in order to negotiate or discuss sales? What do attendees at exhibits in this country expect in terms of behavior and sales process? 

A lot more goes into preparation for an international exhibit than you'd need for a show in your native country. But if you have the time to prepare, you could open up key international markets for your company. With the proper research and preparation, you're sure to see success.