As a leading provider of award-winning trade show exhibits in New York, Skyline understands firsthand the importance having a far-reaching brand image is for businesses in every industry. As ecommerce continues to surge and connect consumers to companies on a global scale, organizations of every size and scope are recognizing the importance of extending the breadth of their brand as vigorously as possible. The result? More and more of our clients are choosing to use our trade show exhibits in New York and also at international events.
Key Ways To Ensure Your Trade Show Exhibits Don’t Get Lost In Translation
Of course, as with any promotional event, success often hinges squarely upon pre-show preparation and planning. Yes, participating in trade show exhibits in New York requires extensive and careful implementation of a wide range of strategies and tactics. However, successfully navigating through international trade show exhibits demands its own unique blend of strategy and execution. At Skyline New York our superlative team of display experts recognizes that, in order to achieve optimal international event ROI with trade show exhibits, New York entrepreneurs (as well as business owners everywhere) should consider the following suggestions and tips:
Do your market research: Determining international hot spots for your industry can prove more challenging than it may first appear. Before signing up for any event, it’s imperative for you and your team to carefully research your biggest global competitors to ensure that you’re armed with all the information you need to choose the very best event locations for your worldwide marketing efforts. Want to be doubly prepared to pick the right venues for your products? Send staff members to attend the show as a visitor first — it will help validate the relevancy of the function and give your team a wealth of knowledge on what to expect from each specific convention.
Investigate cultural differences: Every country brings with it its own distinctive corporate culture that needs to be acknowledged and embraced in order to help solidify success. Spending time and resources cross-training your team on factors such as sales pitch practices and other strategies can help streamline your company’s transition with your new audience. Additionally, whenever possible, utilize team members who may be native speakers of the language spoken in your host country. If none are available, hiring an interpreter can help you professionally get your marketing message across to booth guests throughout the function.
Revamp marketing materials: As with local trade show exhibits in New York, overall audience impact depends on far more than just a positive booth encounter. In order to truly yield maximum promotional results, it’s important to create a customized set of marketing materials for every country visited. Translating the language on items such as handouts and business cards can go a long way in reassuring your prospective clients that you have an already-established presence in their country.
Know your conversions: Finally, before participating in a foreign event, it’s critical to do the necessary research on any important conversion information you may need. Remember, you want to be able to hit the ground running with your displays; being able to convert your square footage needs using the metric system and even understanding what type of power outlets your host country uses can help ensure you don’t run into unnecessary issues when setting up your customized trade show exhibits in New York and beyond.