10 tips for attracting international exhibitors and visitors to your expo
TRANSCRIPT
Tips for Attracting International Exhibitors & Visitors
IAEE, Los Angeles, CA
December 10, 2014
Stephanie SelesnickInternational Trade Information, Inc.
@StephSelesnick #ExpoExpo
• The basics (avoiding the pitfalls)• How US Expos are different than the rest of the
planet• Cultural tips
• Relationships & Recruiting Pavilions• How to use local and regional international
governmental resources to sell and attract exhibitors and attendees.
Today’s Agenda!
What is YOUR international knowledge level? (a pop quiz!)
TRUE/FALSE:1. Consulates are located in a Capitol City. Embassies are
satellites of Consulates.2. Trade Offices are always located in Embassies or
Consulates3. A Trade Commissioner is the same as a Cultural
Commissioner4. If you cut anything up small enough it tastes like chicken.5. The U.S. Department of Commerce is in charge of
issuing Visas.6. Visitors coming to the US want to know all about other
international attendees & exhibitors.
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!• China is all one time zone. Really. It is.• Do not confuse Australian, New Zealand or
South African accents with the British.
Europe:
The EU is not a country! It’s 28 countries.
Anatomy of a Country Pavilion Sale:
• Year 1: Walk the Show• Year 2: Institutional Booth• Year 3: Buy a pavilion
Selling Pavilions
Country Pavilions are the BEST because:• 1. Participation by private companies are
subsidized, so it is 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
Attracting International Visitors
• They are coming to the US to buy US made products and services and DO NOT CARE about other international people attending!• They do like the international business lounge and
other perks!
• Use the US Commercial Service to help recruit visitors. (Buy American Products/Services)
• Use Foreign Consulates to help sell exhibitors. (Sell to American buyers)
Prospecting - Foreign Gov’t
2 places:1. Event City2. 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
1. Consulates are located in a Capital City. Embassies are satellites of Consulates.
False, it’s the other way around
1. Trade Offices are always located in Embassies or Consulates
False
1. 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
6. Visitors coming to the US want to know all about other international attendees & exhibitors.
False – they are interested in the US market!
Tips for Attracting International Exhibitors & Visitors
Stephanie SelesnickInternational Trade Information, Inc.
@StephSelesnick
Tel:+1.818.497.5000