Strategies For Successful International Exhibiting

Niles, IL, March 1, 2006

You want to expand by tapping new markets, so you're considering exhibiting at a trade show abroad. But do thoughts of navigating your company through uncharted territory on foreign soil seem intimidating? How will you get around the language and cultural barriers? Can you really afford the higher costs?

There is more to successful international exhibiting than triumph over the obvious language barriers and time changes. In our global economy, event marketers need to be prepared for a myriad of considerations that enhance important business relationships while maximizing trade show presence and investment.

GLOBAL SOLUTIONS

When it comes to exhibiting abroad, Nimlok, a leading trade show solution provider, demystifies international exhibiting, not only shows you where to go and what to do, we go there with you and do it for you. Nimlok's International Network provides support services to clients around the world.

Regardless of the potential opportunity, international exhibiting can also be prohibitively expensive. To keep shipping costs down, a company that has several different manufacturing locations can best serve organizations. Nimlok has manufacturing facilities in Chicago, Toronto, and Wellingborough UK.

Renting an exhibit also minimizes costs - rentals are approximately 1/3 the price of purchasing an exhibit. With three manufacturing facilities and rental product available at most of our 200 distributor partners in 56 countries worldwide, Nimlok has rental stock available virtually anywhere. Nimlok Rental Services provide installation and dismantle; storage, transportation, and turnkey management of exhibit programs. Here's what Nimlok consultants believe every exhibitor should know about successful international exhibiting:

5 STEPS TO SUCCESSFUL INTERNATIONAL EXHIBITING

1. Plan Early With a Good Lead Time

   The key to success is planning, but when exhibiting internationally you need to give yourself some extra time. Plan for at least six to eight weeks for extra logistics such as shipping, customs clearance, and translation of text on graphic panels.

   Most importantly, European venues don't offer pre-show warehousing; they won't store your exhibit before the show. As part of Nimlok's global support services, pre-show warehousing is available for clients. If you don't want this headache, make sure your exhibit company provides pre-show warehousing.

   Todd Rudge of Orca Creative Group, a Nimlok distributor in Seattle, says that's how an international network saves time and money. "With an international network, we can design the exhibit in Seattle and produce it half way around the world. The time, energy, and money saved on shipping can instead be spent on creating an exciting design."

2. Research Your Venue

   Do your homework ahead of time and find out more about the country and culture where you'll be exhibiting. Trade shows are much larger and run longer in Europe, in fact eight of the 10 world's largest venues are found in Europe and exhibitors annually spend more than $19.5 billion exhibiting there.

   Bruno Pignattelli, the North American Export Manager for Gruppo Cimbali, an Italian based coffee machine manufacturer, has exhibited both in the US and abroad. "In the US, exhibitions are more dedicated to selling, while in Europe, it is more for 'show.' It is important to approach any show in the US or internationally with meeting your customers' expectations, but without losing your own identity and unique characteristics."

3. Plug into a New Electrical System and Metric Measures

   First, your exhibit space will be measured in meters, not feet. Second, electrical currents are different in Europe, so different light bulbs and different plugs are needed in different countries. And island exhibits must be on raised platforms to accommodate electrical wiring.

   Choose a company that can handle these "differences" for you, a company that exhibits often in this country, that can design and quote in metric sizes and have the right equipment to meet foreign electrical standards.

   When the organizers of the Washington State International Trade Fair rented a Nimlok pavilion for 10 Washington companies to share at the Paris Air Show, they took advantage of Nimlok turnkey management services to handle all these "differences."

   "Our Paris Air Show exhibit was seamless for exhibitors. They literally just had to show up, and unpack their boxes which had already been delivered," says Robert Boyd, the fair's chairman. "The service included complete shipping coordination, so they didn't have to worry about customs, shippers, freight forwarders, labor supervisions, unions, or the Euro."

4. Prepare to Pay More in Europe

   It's more expensive to exhibit in Europe. That $2 dollar gallon of gas in the US costs $7 dollars in the UK. The $25 per square foot of trade show space in the US can be as high as $70 dollars in Europe. In general, expect to pay double in the UK, and about 25% more in countries that use the Euro.

   The freight and logistics of shipping from the US to Europe add up too. Shipping of display materials can take as long as six to eight weeks. You can avoid this delay and extra expense if you exhibit with a company that can build your exhibit in Europe. Imagine, cheaper freight costs, no import duty, and shorter shipping time.

   Bill King of the Washington State Department of Community, Trade and Economic Development, helped coordinate the Washington companies that exhibited together at the Paris Air Show. King said renting a Nimlok pavilion for 10 Washington companies to share saved a lot of money. There were much lower shipping costs because the pavilion was constructed and delivered through a European Nimlok distributor. "The pavilion concept works very well, we share expenses for floor space and have a lot more visibility, and sharing a pavilion saved each company about $10,000," King explained.

5. Expect the Unexpected

   Even if you don't expect the unexpected, choose an exhibiting company that will, one that's prepared to handle every last minute glitch for you from design to dismantle. Look for a company that can really hold your hand through the process and offers a lot of extras such as, an experienced team providing on site spare parts, an after hours help line, and communication in English.

   Chicago based Entity Nail Couture, a Nimlok Chicago client, recently learned the importance of having an overseas support team prior to exhibiting at the Nails, Beauty, Tanning Show in London. Nimlok Chicago created a custom 20' X 20' exhibit for this show. As the show approached, it was discovered that the exhibit would be too tall for their assigned space. Instead of changing the exhibit and incurring extra fees and rush charges, they simply contacted Victoria Frankham, Nimlok's UK & European Services Operations Manager. Victoria stepped in and worked with the show organizer to secure a different space in the hall with higher ceiling heights.

   She also commissioned an electrical technician for the day to fit the exhibit with the proper wiring and transformers that met UK standards.

   "Nimlok Chicago did a fantastic job meeting our needs and specifications," reports Vicki Heller, chief operating officer of Entity Nail Couture. "The new space they secured for us at the show worked out great. We received many compliments and the show was extremely successful."

In 2006, Nimlok is celebrating its 25th anniversary. Since its founding, Nimlok has grown to become a worldwide leader in the display and exhibit industry. With more than 200 authorized distributor partners in 56 countries worldwide, they offer an extensive Custom Solution product line as well as portable and pop-up displays, visual communication systems and other exhibit accessories. Manufacturing facilities are located in Chicago, Toronto and the U.K.

To learn more about Nimlok, visit www.nimlok.com.