A Buyer's Market

Worldwide efforts increase international attendance

By Rayna Skolnik

There are just so many people in the U.S. who can attend a show," says Mary Olsen, Director of Convention Promotion and Special Events for the Food Marketing Institute in Washington, DC. "Our show, the Supermarket Industry Convention, is growing, but the international element is growing more rapidly. So for the last couple of years, we've really strengthened our promotion to international attendees. And this year, we saw an 18 percent increase in international attendance."

Just as U.S. corporations are finding that they must target international buyers to compensate for shrinkage in their domestic markets, many show managers also are recognizing that the big growth in their attendance, at least in the near future, will come from outside the U.S. Thus, show managers are seeking prospective attendees worldwide and mounting broad promotional campaigns to attract them. They are also providing an array of special services to ensure that the attendees' visits to the show will be productive both for them and for exhibitors.

Identifying the international buyer
It's a big world out there, and it's changing with blinding speed. How can you determine which countries are likely markets for your exhibitors' products and services? One good way to start is by asking the exhibitors themselves.

"The leading exhibitors probably are already active internationally," says Robert Birkfeld, President of the Prescott Group in Stuart, FL, which provides consulting services to the exposition and conference industries. "Network with them to determine where they are now and where they plan to go. Talk with their U.S. headquarters to find out how they view the international market -- they can give you the big picture of the export potential." Besides getting the information you need, you'll benefit in another way, Birkfeld notes: "You'll elevate yourself in the eyes of your exhibitors by showing them you're proactive -- not just selling to them, but wanting to find out what they really need."

Another helpful source is the Department of Commerce. Its Trade Development Industry Officers can provide reports that identify the countries with the greatest market potential for individual products, services or industry sectors. Or, to determine whether or not a specific country that you are considering is a worthwhile target market, contact the DOC's International Economic Policy Country Desk Officers.

Data from a variety of sources are used by the Packaging Machinery Manufacturers Institute to create its prospect list for Pack Expo, says Bonnie Kilduff, Exposition Director for the Washington, DC-based association. PMMI surveys exhibitors, requests DOC reports, and also gets import-export statistics from International Trade Services in Bethesda, MD, which provides worldwide trade profile reports, customized by client. PMMI's Global Marketing Committee evaluates all the data and then lists markets in a priority ranking, to determine which of its promotional programs will be used to reach them. "The markets chosen are not necessarily existing markets," Kilduff points out. "For example, Latin America is our number one target this year because of its potential."

Show managers and industry consultants often mention the DOC's Foreign Buyer Program as being enormously helpful at every stage of the process, from identifying prospects to handling mailings to offering on-site guidance. The assistance is valuable, but its availability is limited. Only 22 shows per year are accepted into the program, and a show may be selected in only two years out of every three. However, that doesn't mean that only participating shows can reap the benefits. Any smart show manager can independendy offer many of the same services the DOC requires of participants, and thus get a better payoff from his or her international efforts.

Reaching the buyer
There are many channels through which you can publicize your show to international prospects. Two that probably come to mind immediately are industry publications, and sister associations of the show's sponsor.

Some publications in which you already advertise may produce international editions that are appropriate for your promotional materials and ads. To develop her publications list, Amy Reimer, Public Relations Manager for Association Expositions & Services, a show management company based in Stamford, CT, uses Bacon's International Publicity Checker, published by Bacon's Information Inc. in Chicago. It lists magazines and newspapers published in Western Europe, classified by country and by industry. To compile a mailing list for the National Hardware Show, Reimer checked the "hardware" and "lawn and garden" categories and found some 200 publications. Of course, you can also ask exhibitors that are active internationally for their media list.

"We tailor our press releases to international publications to focus on why the domestic market would be of interest to international attendees," says Reimer. For example, the National Hardware Show displays more than 1,000 new products. "That fact in a news release always generates inquiries," notes Tabor Ames, Direct Marketing Manager for the National Hardware Show and the affiliated National Building Products Exposition and Conference. "This year we also did a four-color international brochure." The brochure features pictures of international attendees, with accompanying quotes lauding the show.

"We make a point of advertising to the converted," Ames continues. "If there are international shows in the industry, we advertise in their directories."

He points to another way to cooperate with international publications. "For our Vision Expo, we worked with a publication in Mexico that wanted to increase its credibility with its readers. We used their sales force to distribute our VIP tickets, and their editors came and covered our show -- so it was a nice hand-in-glove fit.'

For Kilduff, developing relationships with international associations that are PMMI's counterparts -- for example, the Japanese Packaging Machinery Association -- is effective. "We ask them for support in promoting our show in their publication, and offer them a co-op booth at our show," she explains.

According to John Rodman, Exhibits Development and Marketing Representative for the Society of Automotive Engineers in Warrendale, PA, "It's often much easier to do an exchange like that with a European publisher than with one in the U.S." The reason: "U.S. magazines are into the mindset of an even-dollar exchange. They're not looking at the potential. So you'll get more exposure from a European publisher in exchange for a booth."

It always helps to have exhibitors invite prospects. But Rodman points out that sometimes such invitations are a necessity. "Some international attendees, especially in emerging countries like Nigeria or South Africa, can't leave the country without a personal invitation. We send personalized invitations year after year to those who need them."

Various government entities are also available to publicize shows internationally. Olsen at FMI takes advantage of several. "We get much support from the Chambers of Commerce," she says. "The U.S. Chamber of Commerce in Washington has a directory of all Chambers of Commerce abroad. We send them our promotional materials, and they'll display them in their offices.' FMI also advertises in Commercial News USA, a catalogue-magazine that is published by the U.S. and Foreign Commercial Service and widely distributed by U.S. embassies and consulates in 141 countries. "I get tremendous response from that ad," says Olsen.

Although U.S. embassies abroad do mailings only for companies in the Foreign Buyer Program, they are a potential publicity channel for other shows as well. "Even when we're not in the Foreign Buyer Program," Olsen notes, "we can still send them press releases, fact sheets and brochures, to maintain awareness. And they can help us if there's no cost to them." For example, an embassy might run an article about a show in some of its publications. "The Foreign Buyer Program lets show managers know how they can use those services around the world," she says. "Even when you're not in the program, they still want you to do all those things."

Kilduff recommends the catalogue exhibitions organized by the DOC's International Trade Administration. Under this program, a show's product catalogue or video is shown to potential buyers and distributors worldwide.

An atypical ally
"An important international resource, and one that you'd almost never use in the U.S., is a travel agency," says Birkfeld. "In Asia, especially, a travel agency becomes the definitive agent for an industry. It will have a high profile with publications, associations and corporations in that industry. Such an agency offers an incredible opportunity for a show organizer to tap into the industry." Show managers can identify those agencies mainly by networking. Once you find them, Birkfeld advises, "Work with them to put together a strong travel package with which they'll make money. Get them excited about it, and they'll bringpeople to your show."

Both Kilduff and Olsen find it advantageous to ally themselves with key international travel agencies. "We offer the agents a multilingual brochure on which they can screen in information on their agency," says Kilduff. "It's to their benefit because they can make deals with the hotels, for example." Olsen tries to identify one travel agent in each country that is qualified to handle the arrangements. "International agencies will even fill out registration forms and coordinate the process," she says.

Another way to publicize your show worldwide is to deliver the message yourself. "If you really want to be active in the international market, do some international travel," suggests Birkfeld. "Learn firsthand what those markets are like. And if you're going to present your event as international, attend other related, definitive shows around the world -- even exhibit in them."

Depending on the degree of PMMI's interest in a particular market, the association might take a booth in a leading show or even organize a U.S. pavilion. "We'd hold promotional receptions to hand out Pack Expo literature," says Kilduff. "We also include editors of key industry publications in our events."

Sometimes, PMMI makes an even greater commitment, Kilduff notes: "We have a special emphasis in Latin America, so we opened an office in Mexico."

International promotion must be done much earlier than the domestic, both because mailings take longer and because attendees need more time to plan an overseas trip. For example, FMI begins U.S. promotion in December for a show the following May. But international brochures, including mailings to Chambers of Commerce and embassies, are sent in September.

This year, a special mailing was sent even earlier. A report on the highlights of the May show -- workshops of interest to international attendees, services especially for them, at-show events -- was sent in July to the 5,000 internationals who attended, plus 500 others who had inquired about the show. That report naturally included the dates of the next show.

Speak their language
Preliminary brochures for international distribution are often translated into several languages. But some final programs are so long that multilingual versions would be cumbersome and costly. SAE's program, for example, winds up at about 120 pages. "Instead of translating it," says Rodman, "we send a teaser that gives a synopsis of the program in six or seven languages. We mail that about a month and a half before the final program, and include a coupon, phone number and fax number so people can request the final program."

Olsen's first international mailing is produced in English and seven other languages. Subsequent brochures for the domestic campaign are in English only. To control the size of translated brochures, she says, "We redesign the brochures with text only, and create translated, faxable versions. Most of our internationals communicate with us by fax."

Even in English, it's important to be sensitive to the international audience. The Department of Commerce notwithstanding, most show managers avoid the term "foreign," favoring "international." Olsen notes that, for better understanding, FMI uses the term "seminar," not "workshop;" refers to the show as an "exposition" or "congress" or "trade fair;" uses international time -- the 24-hour clock; and shows dates with day followed by month - that is, "6 May" rather than "May 6." It's advisable to spell out the month, rather than referring to it by number -- otherwise, your U.S. attendees and exhibitors might be confused.

Provide special services
International visitors invest time, money and effort to attend your show. All that deserves acknowledgment. "Let them know that they're VIPs, that they'll have special credentials," advises Birkfeld. "Some show managers have an international reception to create an air of excitement and international prestige," he adds.

Kilduff is among those who hold such a reception. "Our members attend and can have a real one-on-one with the international customers," she says. "On-site, we conduct briefings for international delegations of 15 or more, telling them what to expect and where to find various services at the show. And we give complimentary registrations for delegations of 15 or more."

FMI does not mail international badges, Olsen explains, because they could arrive late. Instead, badges are distributed at a separate international registration area where signage gives instructions in several languages, and translators, wearing sashes that identify the language they speak, circulate to provide assistance.

Prior to the show, a workshop titled, "How to make the most of FMI" is open to all attendees. "Starting next year, we'll offer simultaneous translation," Olsen says, "because 40 percent of the attendees at that workshop are international."

To create added value for the attendee, Birkfeld recommends arranging appropriate site visits. "Show organizers don't often consider that," he observes. "But I don't think anyone from Asia, for example, has ever come to the U.S. and only visited a show. A visit to a manufacturing facility helps further justify the trip." Visits to local companies could be scheduled during the run of the show; those that involve travel from, say, Chicago to the West Coast would have to be post-show trips.

Be a matchmaker
Obviously, all your efforts are for naught if attendees don't see the right exhibitors. This is an area in which show managers can borrow substantially from the guidelines established by the Foreign Buyer Program. For example, the program mandates an International Business Center with lounge area, conference rooms and translators, and a system for posting or computerizing -- "visitor interest" information so that exhibitors and attendees with common interests can connect. Both can be incorporated into the operations of many shows. "We set up an international visitors center whether we're in or out of the Foreign Buyer Program," says Reimer.

FMI's International Trade Center has translators, private conference rooms, FMI personnel available to discuss the association's services, a computerized program for matching up exhibitors and attendees -- and a lounge with a cappuccino machine. "Europeans hate our coffee," says Olsen. When the association is participating in the Foreign Buyer Program, trade counselors from the Department of Agriculture and the Department of Commerce are also on-site to assist international buyers with questions on import regulations and trade policies.

"Visitor interest" information can be handled in different ways. The international attendee fills out a card indicating the product in which he is interested, and his business objective. Those cards can be posted on a bulletin board, where exhibitors can view them, or the information can be entered into a computer. At the National Hardware Show, visitor interest cards are placed on a bulletin board in the International Visitors Center; exhibitors can tack their business cards onto a visitor card to indicate their desire to meet with that person. FMI has a computerized system that can print out either the names of exhibitors that offer a certain product, or the names of buyers that want to see a certain product -- plus the names of those buyers' hotels.

FMI also provides an international show guide, a translated directory with descriptions of workshops that offer simultaneous translation, plus a list of exhibiting companies that are prepared to export, along with their geographic range of distribution, and the languages spoken in the exhibit booth.

"All this hand-holding can pay off," says Birkfeld. But, he cautions, "Most Americans want instant gratification, and it will take a long time to realize a return on the 'international investment.' It can take months, years -- or decades."