By Jack Saward
Later this month (February) our team heads to Las Vegas for ConExpo, one of the world’s largest construction trade shows.
Think 2,000 plus exhibitors, more than 150 education sessions and millions of square feet of construction gear and tech on the show floor. Our comfortable shoes are at the ready.
We are there in force to support our clients with a mix of services including building their stands and making sure they have a good presence to stand out amongst competition with buyers, and we will be on hand for post-event strategies.
Being at the show is always a great way to get a feel for the latest trends and exhibition planning, which will of course help us plan future practices for our clients.
While international exhibitions may sometimes be bigger than UK shows, they are also a whole different ball game.
Here’s what businesses need to know before taking their stand global.
UK vs US
We find that American trade shows operate differently. Networking is more direct, pitches are faster-paced and to the point, and the expectation for immediate business conversations is higher.
It can be overwhelming initially, especially if you are dealing with jet lag, too! Your stand staff need to be comfortable with this forward approach while maintaining relationships.
Shipping your exhibition materials across the Atlantic isn’t like sending products to Birmingham. Lead times can range up to 8-12 weeks, customs documentations are often extensive, and you need to factor that into your time/ costs when shipping your products.
We’ve learned to design smarter and ship lighter, and source locally where possible.
Beyond the obvious
Your stand space is just the start. Factor in labour costs, higher accommodation rates during major shows and extensive travel expenses.
A presence in Las Vegas typically costs between 30-40% more than a similar UK exhibition. However, access to North American markets can justify the investment many times over.
An eight-hour time difference means your UK office is asleep when your Las Vegas stand is at its busiest. You need staff that feel empowered to make decisions without calling home. At Saward M&E, we recommend a team that includes a mix of decision makers and technical experts who can answer detailed questions on the spot, which means visitors get the answers they need and at a price they are happy with.
Maximising ROI
The opportunities at events like ConExpo are well worth putting in the airmiles. You’re not just exhibiting; you’re positioning your business globally, with access to people that might never visit Manchester, Leeds or Newcastle.
However, post-event follow-up is crucial when you’re thousands of miles away. We tend to build our follow-up strategies before the show begins, ensuring leads don’t go cold during your flight home.
For businesses ready to think bigger, international exhibitions offer great opportunities. Just make sure you’re prepared for what ‘thinking bigger’ actually costs and requires.
Jack Saward is the founder of Saward Marketing & Events