The Pulse Network Webinar

Improving International Attendance at Your Trade Show

May 2012

By Stephanie Selesnick

stephanie@intltradeinfo.com

1. Analyze your brand & marketing materials

Do they have an international slant?

WIIFM? Compel people to get on a plane and travel to your show Challenges with

visas/customs

2. Internationalize Your Website

A visa letter does not count.

Include information YOU would want to know if going abroad to someone else’s show.

3. Utilize your international exhibitors

Do they conduct business overseas? Will they help? Use a bonded mailing house  Make it easy for them!

Refer a friend Place widgets on website Offer a prize

4. Query your international attendees.

Ask for names of colleagues, media and relevant associations

5. Establish relationships with foreign media and associations.

The phrase "Mutual Cooperation" is huge!

Be prepared to support association heads with travel/hotel expenses if they bring delegations

Use real translators - not google or babel

6. Send RELEVANT press releases to foreign media.

Attendees coming into the US are looking to buy US made equipment, supplies and services

They don't care about your international exhibitors (Really. We promise.)

7. Tailor your seminar program

Invite international speakers

Include topics of interest to your international attendees

If it works, offer simultaneous translation

8. Use the US Dept. of Commerce Export Centers

There is one in each State. They are charged with helping US

companies export.

9. Make your international attendees feel welcome

Word of mouth is one of the most powerful marketing tools

Hold an international reception Offer spouse tours Conduct field trips to factories/stores/etc. International Room blocks Develop a mentoring program

10. Be proactive for next year.  

Show attendees your event! Use video from the show floor Include fireside chats Have attendee interviews. Remember who

your audience is.