Guide - Trade shows in Europe, the USA, and Asia: A successful exhibition on the international stage

Expand into new markets, acquire new customers, and grow your business by showcasing your presence in foreign markets. Utilize your existing brand recognition and strong positioning in the German trade show market to further enhance your success.

Challenges Abroad?

Depending on the country and city, there are various challenges to consider. Therefore, allocate as much preparation time as you would for an exhibition in Germany. Start by determining the country where you wish to exhibit and search for interesting trade shows to showcase your brand.

If available, leverage existing international branches. Collaborating with your colleagues on-site can help you to identify the current trade show trends in each respective country. Your exhibition builder is generally there to assist you in planning and implementing your booth abroad. Simply reach out to them and inquire about their network in the specific country for support.

What should you consider during preparation?

  • Adapt your trade show concept to local regulations and conditions.
  • Allocate a budget buffer as costs may vary in different countries.
  • Organize timely transportation of your exhibits and allow sufficient time for it.
  • Pay attention to deadlines set by the trade show organizers and ensure timely completion of all required forms and permits.

Trade Shows in Europe?

In general, planning your exhibition in Europe follows a similar approach to Germany. However, bear in mind that most European cities require additional permits, which you need to submit together with your exhibition builder. For example, neighboring countries such as the Netherlands and France have a risk assessment and a health and safety form to mitigate potential risks during setup.

Trade Shows in the USA?

Implementing the "classic" American Dream in your trade show concept can be significantly more challenging. Trade show participation is closely monitored and regulated by various unions in different states, presenting certain challenges that you should consider.

Cost planning for your booth

Exhibiting in the USA costs at least three times as much as in Germany or Europe. Why? Increased labor costs due to restricted work permits play a role. This means that only electricians are allowed to perform electrical work, and only graphic designers can install graphics, and so on. Mounting personnel is provided by the unions and monitored on-site. Additionally, material and rental costs, such as for furniture, are extremely high. Transportation costs are also expensive due to what is known as drayage. It is crucial to include all these costs in your trade show budget.

Transporting your exhibits

If you plan to display exhibits, ensure you organize the outbound and return transportation in a timely manner. Inquire with the trade show organizer to determine who is responsible for on-site transportation or seek the expertise of reputable trade show freight forwarders. Customs declarations are usually unavoidable in the USA. Plan for a minimum of 6 to 9 weeks for sea freight to the USA to be on the safe side. The return transport must be carefully planned and organized prior to the start of the trade show. Note that only properly labeled packaging materials will be transported.

Trade Shows in Asia/United Arab Emirates?

The fascinating markets in Asia and the United Arab Emirates offer great potential for trade show success. However, the language barrier poses a significant challenge. While exhibition builders often have good English skills, the on-site laborers may not understand English. Nevertheless, attractive prices for extravagant booth designs may be enticing, but an exact replication of German booth construction should not be expected. Special booth construction permits and safety forms need to be obtained in these regions.

Nevertheless, our conclusion remains: With thorough preparation, supported by our experienced team as exhibition builders, your trade show participation will be a success. We are here to assist you and provide our expertise. Together, we will broaden your trade show horizons and unlock new opportunities in the international market.

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Viavend GmbH
Konrad-Adenauer-Platz 17a
40885 Ratingen, Germany

T +49 (0)2102 / 891 99 77
F +49 (0)2102 / 891 99 78

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