attracting international exhibitors to your show
TRANSCRIPT
Strategies for Attracting International Exhibitors - from Home
Strategies for Attracting International Exhibitors - from Home
PCMA San Diego, CA
January 9. 2012
Stephanie Selesnick, CEMInternational Trade Information, Inc.
@StephSelesnick, #pcma12
• The basics (avoiding the pitfalls)• How US Expos are different than the rest of the
planet• Cultural tips
• Relationships & Recruiting Pavilions
• Using local and regional international governmental resources to brand and sell
Bringing international exhibitors to your show
What is YOUR international knowledge level? (a pop quiz!)
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.
Job Titles, Positions and Status: 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 SchemeHard Wall Scheme
Differences: Exhibition BasicsDifferences: 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 TipsDifferences: 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 TipsDifferences: Cultural Tips
Asia & Oceana:• China is NOT all of Asia• Successful recruiting exhibitors or visitors
from China require Government permission.
• China is all one time zone. • Don’t confuse Australian or New Zealand
(Kiwi) accents with the British.
Anatomy of a Country Pavilion Sale:Anatomy of a Country Pavilion Sale:
• Year 1: Walk the Show• Year 2: Institutional Booth• Year 3: Buy a pavilion
Build Excitement Around Your EventBuild Excitement
Around Your Event
• Foreign Press Launch Party
• “Dog & Pony Act” Food Function
• What else?
Selling PavilionsSelling Pavilions
Country Pavilions are the BEST because:• 1. Participation by private companies are
subsidized, so it’s 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 PavilionsSelling 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
Prospecting - Foreign Gov’tProspecting - 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
SummarySummary
• 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/FalseAnswers 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
2. Trade Offices are always located in Embassies or Consulates
False
3. A Trade Commissioner is the same as a Cultural Commissioner
False
Answers to the Quiz: True/FalseAnswers 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
Attracting International Exhibitors to Your ShowAttracting International Exhibitors to Your Show
Stephanie Selesnick, CEMInternational Trade Information, Inc.
@StephSelesnick
Tel:+1.818.591.2255