International Exhibiting Is Complicated — Holt Has You Covered Around The Globe

Exhibiting internationally unlocks a world of new market opportunities, but it’s very different from exhibiting in the US. Holt can help you do it.

Holt has strategic partners all over the world. We have executed hundreds of events in North America, Europe, Asia, and Australia. Global execution and support is a prerequisite for all of our clients.

Holt Experiential is part of a Global Dedicated Network. With representation in 30 countries, our partners understand the nuances of event marketing in their countries. So when you exhibit overseas, Holt has expert partners ready to support you nearby.

20 Big Differences Between Exhibiting Internationally Versus the USA

Exhibiting overseas can be very rewarding, but is also more complex. Here are 20 major differences to consider and plan for.

1. Cultural differences between the USA and foreign countries vary but are almost always significant enough to warrant using a different approach to how you engage with attendees.
2. Relationship building is more important, causing interactions to last longer, requiring more meeting space and food and beverages for your booth guests.
3. Major international shows are more likely to only take place every two, three, or four years.
4. There are many overseas convention centers that span multiple halls that are much larger than the largest USA convention centers.
5. Peninsula booth spaces that share walls with other exhibitors are more common than in the USA, where larger booth spaces usually have aisles on all four sides.
6. Exhibitor goals more likely to emphasize seeking partners and distributors rather than lead generation.
7. Booth staffers often need to speak multiple languages when exhibiting in non-English speaking countries.
8. Non-English-speaking attendees may compel you to have your booth graphics, marketing collateral, and business cards in the local language.
9. Booth staffer attire is expected to be more formal then in the USA in some countries.
10. Fewer shows have name badges so staffers can’t scan their badge nor quickly know attendees’ employers or job titles.
11. Stronger privacy laws may restrict your access to attendee info for pre-show promotions.
12. Many countries are on very different time zones to the USA so communication takes longer to complete.
13. Transporting and tracking your exhibit is much more difficult.
14. Other countries have different holidays than the USA, which can delay shipping.
15. There is an ocean between the USA and almost every other country, so shipping by air is very expensive, which is alleviated by shipping very early by sea.
16. Exhibits built overseas are more likely to be used only once and then thrown away.
17. Electricity is on a different voltage with different plug shapes, which matters even more when you ship your exhibit and presentation technology, requiring adapters and converters.
18. Value of foreign currencies against the dollar are constantly in flux which can affect hitting your budget and how appealing your offerings are.
19. Use of an ATA Carnet – essentially a passport for your exhibit – to avoid Value Added Tax when shipping it to many foreign countries if you plan to bring the exhibit back.
20. If you take your own USA-based booth staffers to international shows, they will need passports and perhaps visas, which can take months to secure.