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.

stephaniestephanie@intltradeinfo.com@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: stephani@intltradeinfo.com Email: stephani@intltradeinfo.com

Tel: +1.818.591.2255Tel: +1.818.591.2255