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Strategies for Attracting International Exhibitors - from Home PCMA San Diego, CA January 9. 2012 Stephanie Selesnick, CEM International Trade Information, Inc. Stephanie@ intltradeinfo .com @StephSelesnick, #pcma12

The basics (avoiding the pitfalls) How US Expos are different than the rest of the planet Cultural tips Relationships & Recruiting Pavilions Using local and regional international governmental resources to brand and sell Bringing international exhibitors to your show

What is YOUR international knowledge level? (a pop quiz!) TRUE/FALSE: Consulates are located in a Capitol City. Embassies are satellites of Consulates. Trade Offices are always located in Embassies or Consulates A Trade Commissioner is the same as a Cultural Commissioner If you cut anything up small enough it tastes like chicken. The U.S. Department of Commerce is in charge of issuing Visas.

Job Titles, Positions and Status: Embassies (Political): Ambassador Embassies (Civil): Minister Counselor Consulates (Political): Consul General Consulate’s (Civil): Minister or Commissioner Trade Commissioners: Civil or Political? Commissioner is highest ranked Foreign Service National (FSN) Senior officials WILL NOT meet with salespeople under the title of Director.

Differences: Exhibition Basics Celsius Fahrenheit Square Meters (9m2) Square Feet (100 sq. ft) A Stand A Booth Decorator, No GSC General Service Contractor Freight Forwarders Provide Material Handling-Drayage No Unions Unions Hard Wall/Shell Scheme Pipe & Drape (Canada too) Rest of the World US

Differences: Cultural Tips Latin America and Asia: Yes does not always mean Yes, but no usually means NO. Negotiating is a national sport People address each other much more formally Titles are always used Relationships, Relationships, Relationships

Differences: Cultural Tips Asia & Oceana: China is NOT all of Asia Successful recruiting exhibitors or visitors from China require Government permission. China is all one time zone. Don’t confuse Australian or New Zealand (Kiwi) accents with the British.

Anatomy of a Country Pavilion Sale: Year 1: Walk the Show Year 2: Institutional Booth Year 3: Buy a pavilion

Build Excitement Around Your Event Foreign Press Launch Party “Dog & Pony Act” Food Function What else?

Selling Pavilions Country Pavilions are the BEST because: 1. Participation by private companies are subsidized, so it’s easier to sell 2. They buy a big amount of space and divvy it up. 3. They pay for the whole amount of space

Selling Pavilions Country Pavilions are a PAIN because: 1. They are really bad about letting the Show Organizer know who is in the Pavilion 2. The participant companies are really bad at promoting themselves 3. They can be really ugly 4. Sometimes they don’t sell out and want a refund, or take way longer to pay for space

Prospecting - Foreign Gov’t 2 places: Event City Your City Making appointments: Formally invite prospects to meet with your boss and tag along Formal business attire is expected Written notes, emails and many times, personal phone calls are required

Summary Do your homework and be culturally aware! It takes patience and persistence to be successful internationally! Sr. Execs should publicly thank supporters How internationally sophisticated are you? (answers to the pop quiz)

Answers to the Quiz: True/False Consulates are located in a Capital City. Embassies are satellites of Consulates. False, it’s the other way around Trade Offices are always located in Embassies or Consulates False A Trade Commissioner is the same as a Cultural Commissioner False

Answers to the Quiz: True/False 4. If you cut anything up small enough it tastes like chicken. Mostly true 5. The U.S. Department of Commerce is in charge of issuing Visas. False - it’s the State Department

Attracting International Exhibitors to Your Show Stephanie Selesnick, CEM International Trade Information, Inc. [email_address] @StephSelesnick Tel:+1.818.591.2255

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