1. 2007 SISO Executive Conference
Your Key to Success; Unlock the Treasure
August 1-3, 2007, New York City
Sheraton New York Hotel & Towers

2. MARKETING A MATURE EVENT-KEEPING THE BALANCE
Introducing an International Element
to Your Existing Event
Presented by Denyse C. Selesnick, CEM
President, International Trade Information, Inc.

3. The Global Perspective
Every trade show in the U.S. has an international counterpart somewhere in the world
CLICHÉ: We are living in a Global Market
TRUTH: We are living in a Global Market

4. Internationalization: The Process
1) 3-5 year process, minimum
May take up to 5-7 years
2)Commitment of Funds, Management and Trade Show Division
Training staff to handle accents and cultural sensitivity is key

5. Benefits: International Visitor Program
Helps exhibitors develop new markets (exporting)
Gives a sophistication and “cache” to hear different languages on the show floor
Expands your visitor base
More “heads in beds”
Involving international associations in conference programs gives U.S. visitors a different perspective

6. Benefits - International Exhibitor Program
Increases Revenue
Attracts additional buyers looking for new products
Gives domestic exhibitors a feeling of being in a desirable event
Elevates your trade show to the next level

7. The How To’s of Recruiting
Six Word Answer: With a Great Deal of Difficulty!
Research:
1) Speak with your exhibitors
Reach out to counterpart associations
Check out trade publications and websites
Contact government agencies, Commercial Officers, etc.

8. The How To’s - Budgeting
1) Travel is expensive AND necessary
2) Translate targeted materials properly
3) Learn the Social Courtesies
Invitations to VIPS
4) Have a presence at counterpart shows
5) Hire an international consultant if you do not have in-house expertise

9. Case Study 1: Mature Ag Show
40+ year-old biennial event- only one in an industry undergoing consolidation. 50% of the exhibitors already export
Primary audience from mid-west, 50,000 sq. feet net, 4500 visitors, heavy conference program
Concentrated on Latin America, Western Europe and Japan one year prior to the next show
Results: 8% of the audience was international
• Increased international exhibitors for the next show
• Successfully replicated show in Mexico

10. Case Study #2: Retail Show
80 year old association retail-oriented industry undergoing consolidation with lots of strong niche competition.
1700 exhibitors, 475,000 sq. feet net
Visitors wanted to see expansion in certain exhibitor categories
Exhibitors wanted expanded audience of buyers
Outsourced the project.
Committed funds to cover travel, advertising, booth trade outs
Concentrated on exhibitor sales first 3 years and visitors years 4 & 5
Included in-house staff in goals so they had a stake in the success
General Contractor created special “international package”

11. Case Study #2 (cont’d)
Results: international sales revenue up 300% in 3 years, with projected 30% increased sales over the next shows
Other Benefits: Increased international visitors
• Caused prior domestic exhibitors to return because of the buzz created by the international presence
• Tripled media coverage in consumer, business and trade press

12. Bits of Advice (take aways) Don’t expect to do it your way!
Developing relationships takes TIME
Learn a few key words in several languages
Appoint agents and travel agencies specializing in business groups
Learn the difference between
feet and meters, shell scheme vs. pipe & drape
time zones and expect calls at all hours
soft and hard currencies
countries with no visas required vs. visas required

13. Bits of Advice (take aways) cont’d
4) Read the international section of the paper
Pay attention to natural disasters, coups, devaluations in other parts of the world
KEEP YOUR SENSE OF HUMOR and be prepared to meet lifelong friends and have incredible experiences!