If your business is ready to break into new markets and tap into a new wealth of customers, international exhibiting is the perfect option.
However, with the events sector constantly evolving, even practised exhibitors sometimes find international exhibiting a little tricky to navigate. From customs and regulations to logistics and etiquette, there’s a lot to consider.
Strategic planning and professional support are crucial for ensuring that your overseas event is successful. In this guide, we break down everything you need to know.
When to Exhibit Internationally
Exhibiting is renowned for its ability to connect individuals and take brands to the next level. When exhibiting overseas, this is amplified, introducing brands to a whole new market, where they can locate new distributors and build brand awareness.
You don’t have to be hugely established to exhibit abroad; however, you should consider whether you have the resources to scale and a budget available for overseas exhibiting.
Hire or Self-Build for International Exhibiting
The decision to hire or self-build for international shows can be a difficult one. Let’s explore the benefits of each.
Quadrant2Design’s Free-Hire Plan is a full-service solution which is ideal for international events. When exhibiting internationally, there is a lot more to consider, from logistics and customs to paperwork and installations. The Free-Hire plan relieves the largest proportion of the stress, as all aspects are handled by our professionals, including design, pre-build, logistics, install, dismantling and storage. You simply turn up, ready to exhibit.
While hire plans save you from investing in infrastructure, installations abroad come with higher costs, so it is worth enquiring about your specific project.
In contrast, self-build plans require more project-handling on your part, as you will be in control of your paperwork, logistics, installation, dismantling and storage. The upfront costs are typically higher, as you’re purchasing both graphics and hardware. However, across a full calendar, it can work out cheaper, particularly if you exhibit at many different international shows.
When deciding which route is best for you and your company, weigh the value of a hassle-free experience vs the cost savings of DIY!
How to Budget for an International Exhibition
Budgeting is the key to smooth-running exhibitions, particularly when breaking into international markets. Your budget will ultimately depend on the size of your exhibition stand, the specific event, the number of staff you send, and the distance you have to travel. Though the budget should cater for –
- Stand & Space (30-40%) – Floor space, stand design, setup, logistics, installation & dismantling, storage
- Logistics & Shipping (10%) – Stand logistics & shipping
- Staff & Travel (20%) – Flights, hotels, per diems, training
- Marketing & Materials (5-10%) – Digital/print ads, merchandise, brochures
- Show Services (10-20%) – Electricity, internet, cleaning
- Contingency for additional fees (5-10%)
Preparing your Team and Stand for International Events
While international shows may feel daunting, with the right prep, you can feel confident and ready to exhibit!
Define Goals
Make sure to define your goals and establish what you want to achieve in exhibiting, whether that’s brand awareness, lead generation or direct sales. Staff should have clear expectations going into the event, as this will give them direction.
Product Training
Staff should be extremely confident and comfortable with your products and services, particularly if they will be explaining them to foreign markets.
Cultural Awareness
Brief your team on cultural differences before the event so they are well-versed on best practices and customs.
Language
Although English is the language of international business, it is a good idea to learn some basics of the local language when exhibiting at an international trade show. You will be more popular if you can at least greet people in their own language. If English isn’t widely spoken, it may be necessary to hire a translator or have someone on the stand who can speak the local language. You will need to get your brochures translated and may like to source graphics for your stand using overseas exhibition services, which are in the local language.
Arrive at Least a Day Early
One of the best ways to prepare is to get a good night’s sleep. Arrive at least a day early so there is time to decompress before the show starts.
If Self-Building, Practice a Pre-Build
If your team are required to build the exhibition stand, a pre-build is a must.
Logistics and Shipping Considerations for international Exhibiting
If you are on a hire plan, your contractor usually handles your exhibition stand logistics and shipping for you. This means it is only freebies, staff travel, and hotel bookings to consider. However, for self-builders, there is more to prepare.
Near the beginning of your planning, consider whether you want to ship directly to the venue or use advanced warehousing. Both have advantages depending on your goals.
Select a specialised freight forwarding company where possible, as they will be more careful with your stand, and more knowledgeable on practices. It is important to prepare all relevant paperwork and keep copies on hand. We have a full list here, though your logistics company should be able to offer tailored advice.
When exhibiting overseas, lead times tend to be longer, so it’s worth planning early and building in some additional wiggle room, in case of delays.
Regulatory Requirements & Local Rules at International Venues
When preparing to exhibit internationally, consider regulations and requirements and local rules to keep events running smoothly!
Key Regulatory Requirements:
Check to see if you and your staff need visas to travel to the host country. These may take time to arrange. If you are shipping products or your stand, there will be customs requirements to deal with.
- Documentation – Ensure carnets, packing lists, invoices and certificates of origin are prepared.
- Work Permits – Check your destination’s government website for required visas for staff and ensure staff have the correct work visas.
- Health & Safety – Ensure exhibition stands meet local fire, electrical, and health and safety codes. Be aware that construction rules are often dictated by local regulations, including build heights and stand types.
Exhibiting Etiquette:
Etiquette can vary when exhibiting internationally. It’s worth brushing up on the local customs so you can approach new customers the right way.
In our experience, it’s a good idea to research the appropriate attire. In some countries, formal business suits are a non-negotiable, whereas others allow for business casual. Just make sure your outfits will not offend those from another culture.
Installing Self-Build Exhibition Stands Abroad
While the process of self-building overseas is similar to self-building in home markets, pressure and stakes are raised, and regulations differ. This is often the most challenging part of exhibiting abroad, but with these tips, you can stay on track.
- Pre-build – We cannot stress enough how valuable pre-build is. Before you ship your stand, make sure to conduct a full pre-build at home.
- Check the build schedule – In our experience, many build slots are shorter than businesses expect. International shows run a tight ship, so it’s important to understand how long you will have to build and whether you need professional support.
- Check labour rules – Some venues or countries require the use of approved labour, meaning you may not be permitted to self-build.
- Plan for the unexpected – It is important to build redundancy into your team and timeline. It’s impossible to predict everything that will happen on event day. So additional time and components are paramount.
Making the Most of Professional Support Abroad
While self-building is ideal for many businesses, many find it a little daunting. If this is you, take advantage of the specialist support available.
This is where Quadrant2Design is the ideal partner. Our experienced team is always happy to help, and we have a range of solutions to support your exhibitions.
Assisted Installs
We offer assisted installations, where we send one of our in-house team members to support your team with the build on-site. This can relieve some of the stress and strain associated with self-building.
Expert Advice
Whether our clients are self-building or using our free-hire pro plan, our specialist project managers are always happy to help.
Freedom to Move Between Plans
At Quadrant2Design, we understand that exhibiting requirements can change from show to show. That’s why our customers are never tied to one plan. Instead, they are free to move between each plan as needed, to suit their requirements at each event.
Conclusion & Next Steps
As you can see, while exhibiting abroad is an extremely valuable tool, it does require a careful approach and a lot of planning. For some businesses, international exhibiting is a natural progression; for others, it is a significant step! For both, the right level of professional support can reduce risk, save time and protect your investments!
If you’re planning an international exhibition and would like expert guidance, Quadrant2Design can support you at every stage of the process. From flexible hire and self-build solutions to assisted installs and exhibition advice, we help businesses of all shapes and sizes meet their goals.
Whether you need full-service support or targeted expertise, our team is on hand to help you make your next international exhibition a success.
Email design@quadrant2design.com or call +44 (0)1202 723 500 to get the ball rolling!
