"You want to go where? To do what? And it’s gonna cost how much?"
The first time you propose to exhibit at a trade event — particularly one in a foreign country — should be the last time you are surprised by this kind of response from your colleagues. From identifying market opportunities and targeting the right events to designing and presenting a stand-out stand, Kallman helps you make the case for a quantifiable and sustainable return on your investment.
Assess the opportunity
All trade shows are not created equal. Do your homework.
- Research and Market Intelligence
- Selecting the Right Event
- Exhibit Planning
Cultivate the right relationships
Trade shows are the ultimate face-to-face marketplace, and your job is to determine who you need to know, and who needs to know you. Before you make a decision, consider all the expert advice available to you by virtue of your role as a “customer”. The show manager, the stand-builder, your state or national government “partner”, each in his own way, is ready to offer guidance and support as you dip your toe in the ocean of opportunity that international trade represents.
- Utilizing Public Sector Resources
- Leveraging Private Sector Partnerships
- Cooperative Pavilion vs. Going Solo
- Working with the Show Management
- Influencing the Media
Know before you go
Wherever you go, no matter the show, these are the basics everyone needs to know:
- Intellectual Property and Patent Protection
- Understanding the Exhibitor Manual
- Shipping, Carnets, Freight Forwarders
- Rules for Foreign Exchanges
- Mastering the Metric System
- An Appreciation of Foreign Customs and Mores
Maximize your impact
It all looks good on paper. Now hedge your bets by visualizing a step-by-step, pre-show walk-through of everything that could go right — or wrong — from the exhilarating moment you depart for the show until you return back home, blissfully exhausted. Find all the gaps and the overlaps, so when you arrive on site, you’ll know it’s right.
- Staffing Your Exhibit
- Preparing for the Opening Day
- Social Media and Content Strategies
- Lead Collection and Follow-up
- Post-Show Evaluation