Chapter 24
Ten Strategies For Exhibiting Overseas
IN THIS CHAPTER
Preparing for global opportunities
Planning appropriately
Demonstrating cultural sensitivity
Going global isn’t optional anymore — it’s essential. Survival in today’s price-sensitive and intensely competitive marketplace means that U.S. companies need to abandon their marketing myopia for a more global approach.
Exhibiting at overseas exhibitions is one of the fastest and most cost-effective ways to identify the best foreign markets for your products and services. It not only allows you to test your products’ export suitability but also helps you evaluate your competition and potential partners within a particular country (including suppliers, distributors, and customers) before making any sizable financial commitment.
Doing Your Homework
Thoroughly research overseas shows to find the ones that attract your target market. Unfortunately, there is no complete reference that lists international events. However, information and statistics are available from a number of different sources.
A good starting point is the U.S. Department of Commerce International Trade Administration (USDC-ITA, https://www.trade.gov). This ...
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