Weekly News & Insights: International Exhibiting Edition

Graphic: stock.xchng / eduardtrag

Graphic: stock.xchng / eduardtrag

While trade show audits are still far from the norm here in the U.S., they are beginning to catch on internationally. Expografica, one of the 10 largest shows in Mexico, will be auditing their show in Guadalajara this May. An audit is an official third-party review of attendance and exhibitor figures that allows for more data transparency.

With a population of more than 1.3 billion people, it’s no surprise that China has its share of large trade shows. But the Canton Fair in Guangzhou this week really makes most U.S. shows look microscopic with 60,000 exhibits from nearly 25,000 exhibitors! The show runs April 15 through May 5 and will host exhibits featuring electronics and household appliances, tools and machinery, consumer goods, garments and textiles, office supplies, and more.

If Chinese medicine is more in line with what you do, you’ll want to check out the International Conference & Exhibition of the Modernization of Chinese Medicine & Health Products (ICMCM). The show in Hong Kong this August, which is billed as the world’s largest related to Chinese medicine, will host 115 exhibitors showcasing foods, health supplements, therapies and more. And in case you’re thinking of exhibiting at an upcoming show in China, here’s a great list of tips to keep in mind.

Not all international exhibiting is going so well though. A recent fashion week show in Sydney, Australia had exhibitors up in arms when it failed to live up to promises of 20,000 attendees. What exhibitors got was sparse traffic, poor promotion by show organizers, and failing show amenities. Angry exhibitors are now demanding refunds and threatening legal action. Perhaps the best lesson here is that show organizers really don’t benefit from overpromising!

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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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