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  1. Three Points to Consider When Exhibiting in the United States

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    Upon first inspection, there may not seem to be many differences between attending exhibitions in the UK and doing the same in the United States. The exhibition halls may generally be larger and designed on a grander scale, but otherwise, on the surface, everything else would appear to be a carbon copy of the UK or European experience. However, appearances can often be deceptive, and there are a number of extra considerations to be taken into account when planning to exhibit across the Atlantic.

    1. Exhibition Stand Design Quality

    It may come as a surprise to some exhibitors to learn that the general standard of exhibition stand design and build available in the United States is fairly low, especially when compared to that available from UK companies. Although there are some high-quality builds to be found in the US, it would probably be wiser for any company looking to exhibit there to award their stand design to a UK contractor. Of course, this then means additional planning is required to ship all of the stand components across to the exhibition location, but the extra logistical steps and costs involved are more favourable than working from an inferior stand.

    2. Union Rules

    Many of the states in the US still have strict union rules in force which every exhibitor needs to be aware of. These regulations can often restrict the amount of work you can offer to non-unionised staff. This is particularly pertinent when it comes to the construction of your stand prior to the exhibition. It may be worth going for a more simply designed stand when attending US exhibitions to minimise the amount of labour required to construct it. This is because a proportion of the workforce is actually unskilled due to labour regulations stipulating that everyone should have the same opportunity to find work.

    3. Target Audience

    There are subtle differences in the type of audience attending trade show exhibitions in the United States and those which do so in the UK and the rest of Europe. Subtle marketing strategies tend not to work quite so well in the US. The overall message needs to be loud, clear and somewhat obvious. US exhibition audiences generally like exhibitors to tell them about the unique selling points of their products or service and have it sold to them in an engaging manner. As such, anyone planning on exhibiting in the States should prepare their marketing spiel well in advance and be capable of adapting that spiel to suit various audiences, such as general consumers, distributors, retailers or potential business partners.

    Although a number of differences exist between the exhibition market in the United States and that which exists in the UK and Europe, the end goal remains the same: namely, for a business to increase its profit margin. As the United States remains one of the most lucrative business markets in the world, the exhibition circuit there remains a highly desirable one in which to gain a foothold.


     

    At EXD, we design and build bespoke and portable exhibition stands for exhibitors and organisers across the globe. To discuss your requirements, call 02476 368474, email info@exd-ltd.co.uk or get in touch via our contact page.

  2. Three Tips for Achieving Exhibition Success

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    Exhibiting at a trade show requires a lot of planning and the allocation of precious finances. This is why it is so essential to ensure that you get things right first time and every time. It is not enough to simply turn up at a trade show, erect your stand and hope for the best, no matter how well attended that show may be or how skilful your exhibition stand design company are. To be a truly successful exhibitor, there are a number of factors to be taken into consideration.

    Here are three simple tips which may help in achieving success on the trade show circuit.

    1. Set Objectives

    As with all business ventures, it is important to define your goals and objectives for each event at which you exhibit. Although it is the most common goal, not every event is always necessarily about making sales on the day itself. It could be that your company wants to utilise a certain trade show for building brand awareness or to introduce a brand new product or service to the market.

    The objectives that you set during the planning stages of each event will ultimately determine the brief that you set your chosen exhibition stand design company.

    2. Prepare Exhibition Staff

    The people you choose to populate your exhibition stand are as vital to your success as the aesthetic appeal of the stand itself. After all, your chosen personnel will be acting as the face of your company, and first impressions really do matter.

    Ideally, a training session should be held in advance of the trade event for all staff who will be in attendance. They should be fully aware of the objectives that have been set for the show, possess a comprehensive knowledge of the company and all related products and services and also be enthusiastic, people-oriented and professional.

    3. Promote in Advance

    Even though a well-attended trade show will present you with a sizeable captive audience, it is still important to promote your attendance as much as possible in advance. At larger events, it is easy to get lost amongst the array of competition, so it is vital that as many people as possible are aware of your presence before the day itself.

    In addition to ensuring that your company is represented on the official exhibition website, advertise your upcoming attendance on your own site too. In these days of social media domination, nothing is better for making sure news spreads quickly than posting on sites such as Facebook and Twitter, so be sure to continually update your social media profiles. Creating a newsletter dedicated to the event and mailing it to your contacts is another excellent way of spreading the word about your upcoming exhibition schedule.

    Of course, there are many other things to take into consideration when planning for your attendance at an exhibition. However, by following the three tips listed above, you will have laid the initial foundation stone for achieving exhibition success.