According to Julia O’Connor, president of Trade Show
Training, inc. (TSTi) there are three universal components to
any trade show, anywhere in the world - promotion,
presentation and logistics. "While it seems simple", she
said, "there are both subtle and major differences in shows
in the US and other countries."
Promotion - marketing - is probably more universal,
especially now with the Internet, said O’Connor, but
presentation - the sales component - is more affected by
culture and business expectations.
"Americans are viewed as loud and aggressive. Even as we
expand globally, we understand we must be more
relationship-oriented. We find it hard to change but we try
to", O’Connor explained.
The biggest challenge - and the most complaints she
hears - are about the logistics component. It is the unions,
the transportation and shipping problems, the set-up and
tear-down. Many countries and shows use a turnkey
operation. In the States, there are different unions to perform
services before, during and after a show.
"It becomes confusing to individuals and expensive for
companies that do not understand the process in the US,"
O’Connor said.
Those companies planning to exhibit in the US, or those
who currently exhibit, often do not know where to turn for
assistance. Specialized seminars, run as Camp
Sho-M-Sel-M, provide the information.
Trade shows are complicated events - short term with lots
of details. The process is complicated by language, culture
and old habits. The more a foreign firm knows about US
trade shows, the more successful they will be.
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Julia O’Connor - Speaker, Author, Consultant - writes
about practical aspects of trade shows. As president of
Trade Show Training, inc,, now celebrating its 10th
year, she works with companies in a variety of
industries to improve their bottom line and marketing
opportunities at trade shows.
Julia is an expert in the psychology of the trade show
environment and uses this expertise in sales training
and management seminars. Contact her at
804-355-7800 or check the site
http://www.TradeShowTraining.com
