| Doing business in the global marketplace
| |
| | "no" or having to deliver unpleasant
|
| requires exhibiting overseas.
| |
| | news. This can be misleading, and give
|
| Participating in international shows
| |
| | you the impression that things are
|
| helps establish your company's presence
| |
| | perhaps better than they really are.One
|
| as a global player, and is perhaps the
| |
| | last caveat: The majority of your allies
|
| single most valuable tool in forging new,
| |
| | have a financial stake in your show
|
| valuable relationships with your foreign
| |
| | participation. Remember that they will be
|
| counterparts.But there is an element of
| |
| | making judgements and giving advice with
|
| risk in international exhibiting. While
| |
| | one eye on their own interests.
|
| the United States enjoys a relatively
| |
| | Additionally, they may assess risk
|
| high level of political stability, the
| |
| | differently. People who live with the
|
| same is not true around the world. Riots
| |
| | daily threat of car bombs and drive-by
|
| happen, terrorism happens, strikes
| |
| | shootings learn to take these things in
|
| happen, even natural disasters happen.
| |
| | stride, while a visitor may find
|
| Obviously, these events can not be
| |
| | themselves terrified. That is why it is
|
| predicted, but there are certainly things
| |
| | important to combine your allies' reports
|
| you can do to minimize your company's
| |
| | with objective media information.Have
|
| exposure to risk. It is not realistic to
| |
| | your allies brief you on the area before
|
| simply avoid any location that might be
| |
| | you arrive. Where are the 'safe' areas,
|
| potentially dangerous. One must weigh the
| |
| | and what sections of town are to be
|
| perceived risk against the possible
| |
| | avoided? Are there local customs that you
|
| rewards and make a reasoned judgement
| |
| | need to know? There can be regional
|
| call. To do that, use the MAP formula:M:
| |
| | differences within a country -
|
| Maintain Awareness: Keep abreast of
| |
| | metropolitan areas may be far more
|
| current events in your destination
| |
| | liberal than the rural countryside. You
|
| country. The media can be your ally in
| |
| | want your people to fit in as much as
|
| this task, although it is good to
| |
| | possible. Being noticed on the show floor
|
| remember that the camera crews don't
| |
| | is a good thing - being noticed as a
|
| arrive until there is something to film.
| |
| | potential target by an angry crowd
|
| A crisis may have been brewing for a
| |
| | outside, not so much.P: Plan: Have a
|
| while before something sets it off - and
| |
| | 'worst-case scenario' plan in place.
|
| you want to be aware of what's
| |
| | Where will you go if the convention
|
| brewing.Pay attention to local media. Do
| |
| | center is attacked? It is prudent to have
|
| not rely solely on American television or
| |
| | an off-site go-to spot designated, even
|
| print media to give you a perspective on
| |
| | if you'll never use it. Airports,
|
| what's happening. You'll get a clearer,
| |
| | municipal buildings, embassies or an
|
| more authentic version of events from
| |
| | unaffiliated hotel are all good choices
|
| either the country itself or that of
| |
| | for this task. Decide on a meeting spot
|
| nearby neighbors. Getting accurate
| |
| | to regroup if your party gets seperated
|
| information out of some countries is
| |
| | during chaotic events.Each member of your
|
| notoriously difficult - former Soviet
| |
| | team should have their own travel
|
| Bloc countries, China, Korea, and some
| |
| | documents with them at all times. Make
|
| African dictatorships for example - so
| |
| | sure everyone has everyone else's contact
|
| you'll be forced to be more proactive in
| |
| | information. A phone list may seem like
|
| your research.Additionally, the State
| |
| | one more bit of paper to manage, but it
|
| Department regularly issues reports
| |
| | could come in invaluable if one or more
|
| updating conditions in various locations
| |
| | individuals gets lost.Have a code of
|
| for Americans abroad. They will also,
| |
| | behavior in place for your booth staff.
|
| when conditions merit, urge travelers to
| |
| | Now, more than ever, they are acting as
|
| leave or avoid a particular destination.
| |
| | your company's ambassadors. People are
|
| Make sure you check this information
| |
| | often highly aware of the strangers in
|
| regularly, and take any warnings issued
| |
| | their midst - who they are, and how they
|
| by the Government extremely seriously.A:
| |
| | conduct themselves. It's tempting to kick
|
| Ally Yourself: Partner with local
| |
| | up your heels and have a wild time,
|
| vendors, suppliers, and customers. These
| |
| | especially in a strange, exotic locale -
|
| people will be your eyes and ears on the
| |
| | but acting like the 'Ugly American' can
|
| ground in your destination country. After
| |
| | be bad for business. Worse, wild times
|
| all, they live there every day, and will
| |
| | can have fatal results. Visitors who are
|
| have valuable first hand knowledge of
| |
| | obviously out of their element - and
|
| what is going on. This can be more
| |
| | intoxicated - are easy pickings for the
|
| valuable than any information gleaned
| |
| | criminal element that lurks in every
|
| from news reports, as local residents
| |
| | city.Using the MAP formula doesn't ensure
|
| will be able to place things in
| |
| | that nothing bad will ever happen.
|
| perspective. They'll know if the
| |
| | However, it will help your team be
|
| rumblings between Faction A and Faction B
| |
| | prepared for what might happen during
|
| are elevated or are just at a regular
| |
| | your next overseas exhibit.Written by
|
| level but in the spotlight.While it is
| |
| | Susan A. Friedmann,CSP, The Tradeshow
|
| important to view media skeptically, as
| |
| | Coach, Lake Placid, NY, author: "Meeting
|
| they have a tendency toward
| |
| | & Event Planning for Dummies," working
|
| sensationalism, it is also important not
| |
| | with companies to improve their meeting
|
| to rely too much on the advice of any one
| |
| | and event success through coaching,
|
| foreign ally. Some cultures are
| |
| | consulting and training. Trade Show
|
| structured in such a way that people will
| |
| | Marketing by "The Trade Show Coach" -
|
| go to elaborate lengths to avoid saying
| |
| | Susan Friedmann, CSP.
|
