Being an exhibitor calls for an overall expert who can look at everything from a wide perspective. But when you plan to participate in a show in Europe, there are a number of things to keep in mind. Right from knowing the local language to being familiar with the local exhibition norms, you have to be on your toes at it. As an international exhibitor, you will meet people from various languages and cultures, which will eventually have an impact on your show. Contacting the best trade show booth builder is a part of the job but it is not all that you need to worry about. There might be times when you are good to go to a local trade show but to stand apart at an international trade fair in Europe; you need to get a few things accessible.
Get these tips handy once you plan to exhibit in Europe to have a worthwhile exhibition show.
While exhibiting in Europe, you need to plan months ahead of the event. Doing so will benefit you in two ways – firstly you would have access to and secure the best trade show space for your booth which has a high traffic flow such as near the floor entrance, next to the aisle or close to the food counters. And secondly, planning would save you from rush hour rates in Europe for exhibit space, transport and labour.
Do in-depth research about the show; you’re participating in Europe. It might sound cliché but exhibiting in the European countries is different as they have various rules and regulations that you must be aware of. For examples: Before setting up your booth at the location, you will have to take stand approval from the organiser that ensures the stability of your stand. Along with that, a fire safety certificate is also required. Apart from this, you have to check with the organiser about the height restrictions because certain fairgrounds do not offer rigging points for your hanging sign.
Know about the European country you are visiting for the trade show. Study about the culture, city, people and a few local greetings unlike in the US. Hospitality plays an important part in European shows as people would choose a booth that has a warm and friendly environment. People in Europe are neat freaks; therefore, they would always prefer a clutter-free booth. The most appreciated quality in Europe is punctuality. It is sensible that you have your conversation short and to the point with your clients and visitors, and avoid beating around the bush.
The standard greetings in major parts of the European region are swapped over handshakes. We suggest having a lighter yet firm handshake. In Germany, a slight nod of the head with the handclasp is a standard form of greeting. English is the commonly vocalized language in most parts of Europe, although this may differ from country to country. Generally, most trade show communication is done in English. Moreover, there may be a few words or phrases that might not be politically correct in the country you have the show. Such as the word ''slim'' used in English stands for being smart or successful in the Netherlands, but in Germany, it means ''unsuccessful and dim-witted!
Exhibiting can be a costlier affair, but sticking to certain cost-effective measures would avoid burning a hole in your pocket. It is found that labour is expensive in Europe, therefore; you could look out for modular trade show booth construction and fabric print graphics that are quite economical as they can be easily set up and does not require much labour work.
There are few countries in Europe which do not accept cash for trade show services. To escape such situations, it is advisable to carry your international credit card along.
International shipping is tougher, and if your trade show materials are heavy and need to be shipped, and then you have to plan the shipment of your exhibiting materials accordingly. You could plan to transport your material through the sea, which would be a lucrative solution, but for that, you need to make the conveyance months ahead. Also, you could choose a modular booth which is lightweight and does not require much space or it is best to choose a local trade show service provider in the show country to keep material, labour and transport costs within budgets.
Contact your cell phone service provider and ask if you can use it in Europe as well. Do this a month prior to your show for shunning any last minute surprises.
Hire local people as staffs for your trade show booth in Europe. It is advisable to do so as a local person is well-versed with the native language (for example: German, Dutch or French) and can make sure that your visitors are not moved away.
Be well-versed with the local decision-making process too. For instance, just like in the US, the decision making in Europe is quick and professionals are empowered to take decisions without much consultation with their supervisors.
As hiring local booth staffs is preferable; you could print your flyers, business cards, brochures and pamphlets in the local European language (French, Italian, German, and English) depending upon the location, whether it is Germany or France. Doing so will give a sense of closeness to the trade show visitors.
Getting your trade show booths and exhibits through customs is a daunting task. It is better to choose a trade show booth rental package from a reliable trade show builder who has in-house capabilities and years of expertise in the trade show industry to understand the nitty-gritty of exhibiting in Europe.
In European trade shows, if you’re attending a show then it is suggested that you dress formally, particularly for commercial purposes. The standard outfit for men is a formal jacket, trousers with clean and formal shoes (You can add a tie if necessary) whereas, women’s standard attire at trade shows and exhibitions are formal dresses and below the knee skirts and shirts.
Be as cooperative and flexible as possible because managing a show in Europe might appear a tedious task. Do not flaunt a stubborn attitude with regards to the management of the show.
If you’re attending a trade show in any of the European cities, then try to book your flights and accommodation in advance to get the best deals and also make sure that the hotel is nearby to your trade show location.
A trade show is a broad and vast platform, and you need to be different to stand apart. Use these helpful tips and plan your European trade show accordingly to have a worthwhile experience.
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