Exhibiting abroad for the first time is exciting, and it is also where small errors get expensive. These are the seven we see most often.
1. Booking space before checking the audience
A big show is not always the right show. Look at the visitor profile and the exhibitor list of the last edition. If your buyers are not there, the best stand will not help.
2. Missing organiser deadlines
Rules for height, electrical load and stand plan approval differ by country. Plans submitted late may be rejected, and services ordered late cost more.
3. Designing for Indian habits
Dense product displays and heavy text work in some Indian shows but not in Europe, where open, clean stands with a clear message are the norm. Design for the buyer in front of you.
4. Underestimating build-up time
Build-up windows are short and strict. A stand that needs days of on-site fixing will not finish. Pre-build and test parts before they ship.
5. Sending samples without paperwork
Goods held at customs can miss the opening day. Prepare invoices, packing lists and any temporary import documents well before dispatch.
6. Leaving staff unprepared
Staff should know the pitch, the price range and who handles follow-up. A visitor who meets a person who cannot answer will not come back.
7. No follow-up plan
Leads that wait a week go cold. Decide who contacts whom, and by when, before the show opens. Our 72-hour follow-up plan is a good starting point.
What helps
Work backwards from the show date, assign an owner to each task, and choose a builder who has handled the same country before. For more on this, read about choosing a builder for overseas shows.
Planning a show? Send us the show name, stand size and dates through the contact page and we will reply with a quote within 24 hours. You can also see stands we have built.
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