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