The Paradox with International Trade Shows

Though I have never been part of an International show its easy to understand a paradox exists. Julia O'Connor claims it has two parts.

1) It's unique because it is foreign. If it’s your first show, it should be a real adventure. If it’s your umpteenth overseas trip, you may view it as a drag, or look at it as an opportunity to maintain and expand relationships.

2) It is the same as doing a show in the US.

After reading both you are probably scratching your head just as I did when reading this one. How can both be present? Because the principles of trade shows are universal, there’s a practical understanding to the basics of trade shows – no matter where in the world you exhibit.

Know there are cultural nuances when exhibiting overseas. Geography, directions, time constraints, standards in design, promotion, presentation and follow-up are some of the possible bumps you may experience along the way for any trade show.

Your appearance and business practices must align to the actualities of the host country, industry and the international marketplace. Further, Julia offers some questions you should ask if considering an international show. In order to learn these you'll need to read her attached article.

A Smash Hit Displays understand both the subtle and obvious cultural differences pertaining to international business. We have customers all over the world and have become accustomed to such different practices from our friends on either side of the Atlantic or Pacific. We offer tradeshow booth graphics, panel trade show exhibits, scrolling banner stands, as well as many other tradeshow exhibits for culturally diverse points of view.