International Trade Show Tips

Whether you are entering overseas markets or looking to expand your brand’s global footprint in general, exhibiting at international trade shows can be a critical factor in your global success.

Here are some tips to help you succeed:

Budget more time planning for an International Trade Shows than a domestic one!

Obtain visas and or passports weeks sometimes months in advance – for example, China and Brazil require business visas for US citizens.

Arranging flights and accommodations may require more time as international trade shows attract a larger number of attendees than domestic ones.

Cultural competency training to learn about proper dress code, local business etiquette, rules of small talk, shake hands or not.

I was once a witness of an American-Japanese meeting where the Americans were doing the best to perform a spectacle of deep bows in front of the Japanese while the Japanese were extending their hands for handshakes. Both sides wanted to be courteous and recognize the other side’s custom. In today’s inter-connected world situation this is standard.

Localizing collateral material and banners. Make sure to allow space for language translation as some languages expand during translation, like German and Spanish. Use proper colors, fonts, graphics with local people dominant to the region.

Translate business cards: English on one side and the local language on the other side. Remember, your phone number, address or company’s social media account may not be enough. For example, WhatsApp, less used in the US, is widely popular anywhere else and substitutes regular cell phone communication. In China, on the other hand, probably nobody will be impressed with your Facebook or Instagram following, but you can get ahead with opening a Weibo or Renren account.

Interpreters are of utmost importance

Make sure to have at least one bilingual person in the booth at any given time. If you have a bilingual employee, then he or she might be a good option. Otherwise, hiring a professional interpreter for the trade show is a smart move. English is widely spoken in international business but using a client’s native tongue is a professional courtesy and can help you make connections faster, thus saving money in the long-term. We have seen it repeatedly.

Be sure to provide accurate price quotes for your products including CIF (customs, insurance, and freight) for the local market.

Always include product samples in your luggage in case of an emergency. The original shipment may be delayed in shipment. It may seem like an extreme precaution, but your team will be an in extreme predicament if they are stuck in the booth without any samples at all (do double check airline transport regulations and customs laws beforehand.)

To conclude, being represented at a trade show requires preparation. The earlier you engage the right localization team the better, thus staying ahead of the competition.

At AAA Translation, we have localization experts and local teams ready to make your trade show a success.

Remember: A 2014 survey by Common Sense Advisory (“Can’t Read, Won’t Buy”) found that 75% of 3000 global consumers indicated that, when faced with a choice between two similar products or services, they would choose the one offered in their native language.

Client Testimonial:

Just arrived in the office from the FESPA trade show in Germany.

The response to the banners your company interpreted for us was remarkable. Several individuals told me they were very good and accurate. One person asked if we had a partner in Germany, because they thought the German banner had been done by a local.

Thank you again for the wonderful work your company provided.

BBC Industries, Inc.