The days of smaller local and regional trade shows are fast disappearing. Either these meetings have consolidated into larger conventions or they’ve disappeared altogether in certain industries. As the world grows smaller and communication and travel are made easier between countries, trade shows and trade show marketing are going global. There are many reasons you should pay attention to this trend and many ways to capitalize on it.

Rising Markets Influence World Market Growth And Demand

Rising markets in Asia and the Far East, particularly China and India, are having a tremendous impact on the world economy, trade shows included. These markets are demanding new products and services with the population and economies to support that growth.  

New markets equals new trade shows. This can be good or bad, depending on your perspective. On one hand, more shows results in more competition for your target market’s dollars. On the other hands, more shows equals more potential customers. Trade shows are now being held in countries that have never had them before, opening up huge new trade show marketing opportunities to businesses that are savvy enough to get involved there.

The internet has had a huge impact on trade shows as well, not only by providing new markets with information on businesses and companies, but also contributing to a rise in virtual trade shows. If you can’t physically travel to an international trade show, at least check to see if there are any virtual trade shows to meet your needs.

The Importance Of Gaining International Exposure For Your Business

For businesses that want to grow internationally, worldwide exposure is a must and trade show marketing is one of the most effective ways to achieve that exposure. U.S. companies are looking overseas to achieve business growth. With the GDP in Asian markets expected to be over 5% in 2012, according to the World Bank, and U.S. GDP anticipated to be under 3%, it is easy to see where the growth and demand for products will occur and why international growth is essential for continued business success.

The Influence Of Trade Shows In Gaining International Exposure

There’s no question that trade shows provide the best face to face marketing, and if you’re trying to expand into world markets, conventions may be the most cost-effective way to do so. Consider the fact that several thousand people might attend a trade show. Right there, you’ve presented your business and product to thousands of businesspeople and hundreds of companies. But also remember that word of mouth, trade show giveaways and promotional products can spread your information even further. People talk. If you make a good impression, your business will be mentioned at meetings, luncheons and any other time a trade show attendee meets someone who needs your services.

This is where your trade show giveaways become important. Promotional products that are highly visible and carry your message beyond the trade show floor, such as tote bags and travel tumblers, will serve you far better than disposable or one-use products, or even smaller items. You want to choose trade show giveaways and promotional products that will be highly visible to passersby who can see your logo and/or message, not something that is so small it will only be seen by the original recipient.

International Trade Show Marketing

Technology has made trade show marketing easier than ever and available to more organizations than ever before. Between websites, email, social media, blogs, smartphones and tablets, marketing truly is 24 hours a day, 7 days a week. Time zones and locations of the business and its customers have less impact on sales than they used to. It’s time to expand your horizons and enter the international trade show realm.


About the author 

Jonathan Edelman is a trade show marketing consultant with more than a decade of experience in the trade show and conference marketing arena. Jonathan is the founder of Promotion Store, an online ad specialties store offering more than 750,000 imprintable tradeshow giveaway items. Edelman is also the founder of the premier trade show vendors directory Trade Show

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