News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Taking Your Expo Overseas
Tom Cindric / Hanley Wood Exhibitions / June 24, 2013
I recently had the opportunity to be a presenter in a webinar entitled, “Thinking of taking your expo overseas? Learn from the experts.” They wanted some industry experts to share their opinions on the subject and they decided to ask me.
I always hate the word expert because that implies you know all there is to know about a subject. Let me tell you, I am no expert when it comes to taking a show overseas but I do have some hands-on experience that I always am happy to share in the hopes that it will help someone.
For those of you that are familiar with Hanley Wood’s tradeshow business, you may be aware that we launched World of Concrete Mexico from 2004 – 2009, we regularly participate in many trade missions and international trade shows to promote our events and we are involved with the Department of Commerce’s International Buyer Program.
So let’s get back to the webinar.
The main question I was asked was, “How do you know your organization is ready to go offshore?” In my experience, there are three factors when knowing if you are ready.
First, you have a globally recognized brand/tradeshow with international visitors and exhibitors and that is recognized internationally as a key industry event. A good sign is if your event is listed on international calendars in industry publications.
Second, your exhibitors want to expand globally and they need your assistance. Many trade show organizers help their exhibitors expand their business internationally by taking a few of them abroad in pavilions in other events.
Third, the event fills a void in the international marketplace and the opportunity for global expansion exists. Often times, organizers will partner with other international organizers through Joint Ventures in order to produce an overseas event.
The last questions I was asked was, “What’s the one thing you wish you had known before you embarked on the process of going offshore?”
Well, certainly the political challenges associated with working with international partners and associations would be at the top along with understanding the tax laws and government regulations.
It is never easy to take events overseas. It really takes a strong brand, really good partners and an understanding of the culture and international marketplace.
I am excited because as an organization we are ready.
In September of 2013, we are taking our internationally recognized brand World of Concrete to Hyderabad, India. We have also recently announced the acquisition of Greenbuild and our plans to help expand the brand globally.
I guess you can say that here at Hanley Wood we are working to become better experts.
If you would like to listen to the entire webinar, you can visit www.tsnn.com/webinars.