The results of EXHIBITOR Magazine’s 2013 International Exhibiting Survey are in. Fifty-three percent of U.S. companies are exhibiting outside the U.S. and those companies report success in the form of increased sales, brand awareness and cultivated relationships.
Over HALF of the survey participants reported their Return on Investment (ROI) for was the SAME or HIGHER at global exhibitions than for domestic tradeshows. Bradley Corporation, a manufacturer of commercial plumbing fixtures and washroom accessories agrees. Bradley attended ISH, a show held at Messe Frankfurt, with a specific objective: build awareness and strengthen relationships with existing distributors and customers in the Middle East. With a strong commitment to its global strategies, Bradley constructed an exhibit larger and grander than their competitors’ shell schemes to illustrate its commitment to its global partners.
Erin Kante, Corporate Event Planner for Bradley, says the approach had a positive impact on forwarding the relationship cycle and finalization of contracts. “If we hadn’t been there, the distributors would likely have been more hesitant to commit. That would have delayed some of the contracts and other agreements that have been put in place since the event,” she says. Bradley plans to exhibit at 5 international events in 2014, an increase over the 2 international events it attended in 2013.
At the larger events, Bradley focuses on its Bradley brand, the top tier of its brand hierarchy. At the smaller and/or regional based events, the local distributor’s brand takes center stage with Bradley represented as a key resource that supplies backbone support.
If you’re thinking about expanding your exhibit program globally, Dara LaMere, director of international programs for 3D Exhibits, would love to help. 3D Exhibits has international depots and satellites located in the key regions identified in the survey, including the UK, Germany and Switzerland, Spain and the Netherlands, Singapore, Hong Kong, China, Japan and Australia, Brazil and Argentina, and Dubai.
You can reach Dara at DLaMere@3DExhibits.com.