how to successfully exhibit offshore tsea webcast by stephanie s. selesnick, cem international trade...
TRANSCRIPT
How to Successfully How to Successfully Exhibit OffshoreExhibit Offshore
TSEA Webcast byTSEA Webcast by
Stephanie S. Selesnick, CEMStephanie S. Selesnick, CEMInternational Trade Information, Inc.International Trade Information, Inc.
[email protected]@intltradeinfo.com
internationaltradeinformation.cominternationaltradeinformation.com
Speaker IntroductionSpeaker Introduction
Qualifications/Background:Qualifications/Background:• 2nd generation in the tradeshow business2nd generation in the tradeshow business• Member of IAEM, SISOMember of IAEM, SISO• Organized shows in US, Canada, Mexico, Organized shows in US, Canada, Mexico,
Latin AmericaLatin America• Work with exhibitors/shows globally in Work with exhibitors/shows globally in
multiple industriesmultiple industries
Successfully Exhibiting Successfully Exhibiting OffshoreOffshore
Session will coverSession will cover::1.1. Differences in exhibiting outside the US or Differences in exhibiting outside the US or
CanadaCanada
2.2. Identify basic cultural differences Identify basic cultural differences
3.3. Selecting a freight forwarderSelecting a freight forwarder
Going InternationalGoing InternationalThe BasicsThe Basics
US ShowsUS Shows Pipe and drapePipe and drape UnionsUnions Material HandlingMaterial Handling General ContractorGeneral Contractor A boothA booth Square FeetSquare Feet FahrenheitFahrenheit
Rest of the WorldRest of the World Hard wall/shell schemeHard wall/shell scheme No unionNo union No material handlingNo material handling No GCNo GC A standA stand MetersMeters CelsiusCelsius
Country CategoriesCountry Categories
Developed Countries:Developed Countries: high standard of living derived through an high standard of living derived through an industrialized, diversified economy. This usually coincides with countries industrialized, diversified economy. This usually coincides with countries that have a high gross domestic product (GDP) per capita.that have a high gross domestic product (GDP) per capita. Examples of developed countries include the USA, Europe, Japan, Examples of developed countries include the USA, Europe, Japan,
Australia, New ZealandAustralia, New Zealand Developing Countries:Developing Countries: low standard of living, undeveloped low standard of living, undeveloped
industrial base, primarily agrarian in trade, high fertility rates, not industrial base, primarily agrarian in trade, high fertility rates, not many international trade showsmany international trade shows Examples of developing countries: most of Africa, Haiti, Nicaragua Examples of developing countries: most of Africa, Haiti, Nicaragua
Emerging Market CountriesEmerging Market Countries - in the transitional phase between - in the transitional phase between developing and developed countries.developing and developed countries. Examples of emerging markets include China, India, Brazil, Malaysia, Examples of emerging markets include China, India, Brazil, Malaysia,
countries in Eastern Europe, and small parts of Africa, like Zimbabwe countries in Eastern Europe, and small parts of Africa, like Zimbabwe and South Africa.and South Africa.
Developed Countries Developed Countries Oceania, Canada, EuropeOceania, Canada, Europe
Large professional tradeshow facilitiesLarge professional tradeshow facilities many are owned by the cities they are located inmany are owned by the cities they are located in
Some are in excess of 2 million sq. feet, held on 2 to 3 Some are in excess of 2 million sq. feet, held on 2 to 3 year cyclesyear cycles
Longtime established (centuries)Longtime established (centuries) Longer move in/move outLonger move in/move out Professional I&D companiesProfessional I&D companies Different electrical currencyDifferent electrical currency
Emerging Markets:Emerging Markets: Brazil, China, India, Mexico Brazil, China, India, Mexico
Mixture of large and small venuesMixture of large and small venuesMany venues are privately owned and not Many venues are privately owned and not
supported with tax dollars supported with tax dollars More expensiveMore expensiveMore bureaucracyMore bureaucracy
On site ordering is not usually availableOn site ordering is not usually availableLots of entrepreneurs Lots of entrepreneurs
Basic Cultural TipsBasic Cultural Tips
Business CardsBusiness Cards Bilingual suggestedBilingual suggested Use “+1” before your US area codeUse “+1” before your US area code Always put USA or United States on your cardAlways put USA or United States on your card How do you present your card to others?How do you present your card to others?
Two handed in Asia, never place another’s card in Two handed in Asia, never place another’s card in your back pocket or write on it!your back pocket or write on it!
LanguageLanguage Learn how to say the basicsLearn how to say the basics
i.e.: please, thank you, nice to meet you, check i.e.: please, thank you, nice to meet you, check pleaseplease
Basic Cultural TipsBasic Cultural Tips Buy and read a cultural etiquette book on the Buy and read a cultural etiquette book on the
region/country you are traveling toregion/country you are traveling to Read it BEFORE you get on the plane to go to show siteRead it BEFORE you get on the plane to go to show site How formal is the country you are going to?How formal is the country you are going to?
Kisses vs. Hugs vs. Shaking Hands vs. BowingKisses vs. Hugs vs. Shaking Hands vs. Bowing The Dutch kiss 3 times on the cheek, 2 x in most of The Dutch kiss 3 times on the cheek, 2 x in most of
EuropeEurope Abrasos (hugs) in Mexico between menAbrasos (hugs) in Mexico between men Be careful on handshake pressure, especially with AsiansBe careful on handshake pressure, especially with Asians
Basic Cultural TipsBasic Cultural Tips Gift GivingGift Giving
Does not have to be expensive, but does have to be well Does not have to be expensive, but does have to be well thought out (gifts from your home city? candy?)thought out (gifts from your home city? candy?)
Food/Drink:Food/Drink: What are the customs where you are going?What are the customs where you are going? Different types of foods, parts of the animals (other bits) than in Different types of foods, parts of the animals (other bits) than in
the USA, animals eatenthe USA, animals eaten Different meal hoursDifferent meal hours
Being invited to someone’s home for dinnerBeing invited to someone’s home for dinner What to bring? What to bring? Send ahead of time?Send ahead of time?
What is appropriate to send?What is appropriate to send?
Tips for Exhibiting in ChinaTips for Exhibiting in China
Hire an interpreter before, during and after Hire an interpreter before, during and after the showthe showMost visitors are local and do not speak Most visitors are local and do not speak
EnglishEnglishMake sure all visas, freight, carnets (for Make sure all visas, freight, carnets (for
equipment) and forms in the exhibitor equipment) and forms in the exhibitor manual are completed EARLY.manual are completed EARLY.Double check the shipping dates on freight - Double check the shipping dates on freight -
Chinese customs takes longer than expectedChinese customs takes longer than expected
More tips for ChinaMore tips for ChinaMake sure the show is run by a reputable Make sure the show is run by a reputable
show organizershow organizerAsk for statistics on previous showsAsk for statistics on previous showsAsk for sponsoring organizations/associations Ask for sponsoring organizations/associations
and contactsand contactsSome US companies/associations are now in Some US companies/associations are now in
China producing/co-producing showsChina producing/co-producing shows
Exhibiting in IndiaExhibiting in India
Advance PlanningAdvance Planning What are you shipping? Ship early!What are you shipping? Ship early! Get your shots and visas as far in advance as Get your shots and visas as far in advance as
possiblepossible Customs entryCustoms entry
Will your freight require anWill your freight require anEmbassy GuaranteeEmbassy GuaranteeBank Guarantee - plan on having a lot of money tied up Bank Guarantee - plan on having a lot of money tied up
for up to 6 months after the show closesfor up to 6 months after the show closesCarnetCarnet
Exhibiting in IndiaExhibiting in India
Cell PhonesCell Phones Regardless of what your US-based phone company Regardless of what your US-based phone company
says, your phone will NOT work in Indiasays, your phone will NOT work in IndiaArrange for a prepaid cell phone in advanceArrange for a prepaid cell phone in advance
Return FreightReturn Freight Arrange in advanceArrange in advance It will take a long time to get it returned. Months.It will take a long time to get it returned. Months.
Exhibiting in IndiaExhibiting in IndiaPre-Event MarketingPre-Event Marketing
Make appointments with prospective Make appointments with prospective customerscustomers
Formally invite prospects to meet with you Formally invite prospects to meet with you and visit your boothand visit your booth
Written notes, emails and personal phone Written notes, emails and personal phone calls are requiredcalls are required
Formal business attire is expectedFormal business attire is expectedMake the effort to eat & drink with clientsMake the effort to eat & drink with clientsBusiness is conducted “British style”Business is conducted “British style”
Exhibiting in EuropeExhibiting in EuropeUse an international bonded freight Use an international bonded freight
forwarderforwarderUse reputable contractor to assemble Use reputable contractor to assemble
your boothyour boothAsk for referencesAsk for references
Make your hotel accommodations at the Make your hotel accommodations at the headquarter hotelheadquarter hotelTraffic, taxis, and security issues may come Traffic, taxis, and security issues may come
into playinto play
Business Etiquette ComparisonBusiness Etiquette Comparison
United Kingdom China Mexico
Making business appointments
Make several days in advance
Need an introduction; make several days in advance
Need a formal introduction, call to confirm day before
Timeliness of appointments
On time or rude On time or rude
20-30 minutes late
Business Etiquette ComparisonBusiness Etiquette Comparison
United Kingdom China Mexico
Manner of Addressing Others
Invite use of first name before using others
Always use formal address
Use of Ing.,Dr; Mr./Mrs./Ms.
Business Cards
An essential prop and are usually exchanged.
Use two hands to exchange cards, never write on them!
An essential prop and are usually exchanged.
Business Etiquette ComparisonBusiness Etiquette Comparison
United Kingdom
China Mexico
Greeting Shake hands on first meetings.
Bowing or nodding is the common greeting; Wait for the Chinese to offer their hand first.
Shake hands; “abrasos” or single kiss on the cheek for those who know each other
Decision making
Major decisions are made at the very top.
Major decisions are made at the very top.
Major decisions are made at the very top.
How to NOT BE an Ugly How to NOT BE an Ugly AmericanAmerican
Avoid using slangAvoid using slangUnderstand that football is soccer and that Understand that football is soccer and that
the World Cup is just thatthe World Cup is just thatUse humor sparinglyUse humor sparinglyTranslate your materialsTranslate your materials
Use an “in country” translatorUse an “in country” translatorUse Colombian Spanish for Latin AmericaUse Colombian Spanish for Latin America
SMILESMILE
How to NOT BE an Ugly How to NOT BE an Ugly AmericanAmerican
Be aware of cultural differencesBe aware of cultural differencesDon’t get drunkDon’t get drunk
Safety issues, perceptionSafety issues, perceptionEverything cut into small enough pieces Everything cut into small enough pieces
tastes like chickentastes like chickenSpeak English slowlySpeak English slowly
Some words are considered curse words Some words are considered curse words even in English speaking countries!even in English speaking countries!
Choosing a Freight ForwarderChoosing a Freight Forwarder
Probably the most important decision you can Probably the most important decision you can make after deciding to participate in a showmake after deciding to participate in a showMore international negative exhibiting More international negative exhibiting
experiences have been caused by experiences have been caused by booth/product/brochures being stuck in booth/product/brochures being stuck in customs during the showcustoms during the show
Make sure you use a reputable international Make sure you use a reputable international freight forwarder/customs broker who freight forwarder/customs broker who specializes in tradeshows!specializes in tradeshows!
How to Select a Freight How to Select a Freight ForwarderForwarder
Ask the following questions:Ask the following questions:
1.1. Is this company the officially appointed Is this company the officially appointed freight forwarder of the show?freight forwarder of the show?
2.2. Do they have offices in the USA and “in Do they have offices in the USA and “in country”?country”?
3.3. Do they specialize in transporting Do they specialize in transporting tradeshow goods?tradeshow goods?
How to Select a Freight How to Select a Freight ForwarderForwarder
4. If you have never heard of the company, 4. If you have never heard of the company, ask for references for US companies ask for references for US companies (preferably in your same industry) and (preferably in your same industry) and call them!call them!
5. What are the printed costs and do they 5. What are the printed costs and do they match your estimate?match your estimate?Note: You are dealing with 2 federal Note: You are dealing with 2 federal governments, so there will be double sets of governments, so there will be double sets of taxes and fees. taxes and fees. Always get an estimate.Always get an estimate.
Freight ForwardingFreight Forwarding
Misc.:Misc.:1. Countries change laws often and sometimes without 1. Countries change laws often and sometimes without
any apparent reasonany apparent reason2. Strikes Happen. So do natural disasters.2. Strikes Happen. So do natural disasters.3. Paperwork is complicated and a hassle, but very 3. Paperwork is complicated and a hassle, but very
important to do correctly important to do correctly 4. MAKE SURE YOU HAVE A CELL PHONE NUMBER 4. MAKE SURE YOU HAVE A CELL PHONE NUMBER
FOR A CONTACT PERSON WHO SPEAKS FOR A CONTACT PERSON WHO SPEAKS ENGLISH IN COUNTRY/ON SITE AND THAT IT ENGLISH IN COUNTRY/ON SITE AND THAT IT WORKS!WORKS!
Successfully Exhibiting Successfully Exhibiting OffshoreOffshore
Can be incredibly exciting and rewarding if you Can be incredibly exciting and rewarding if you plan ahead!plan ahead!
Questions and AnswersQuestions and Answers
Stephanie S. Selesnick, CEMStephanie S. Selesnick, CEMInternational Trade Information, Inc.International Trade Information, Inc.
www.internationaltradeinformation.comwww.internationaltradeinformation.comEmail: [email protected] Email: [email protected]
Tel: +1.818.591.2255Tel: +1.818.591.2255