Businesses looking to exhibit abroad and crack a new market could do well to learn a bit about local ways and customs before even getting their stand out of the truck.
According to speakers at the recent International Federation of Exhibition and Event Services (IFES) in Shanghai, China, it pays to learn a little about where you hope to exhibit next.
Asia is still seen by many western companies as a huge untapped business opportunity, particularly China. There are approximately 165 exposition centers in 15 Asian countries, with almost half of them located in China.
American member company, EWI Worldwide, from Livonia, Michigan, spoke about its own experience of opening a China-based branch. Ben Einer, vice president of EWI International, said: “There are usually two points of view to manage expectations, but it depends on which side is asking. Gaining awareness of our cultural gaps goes a long way to establish a positive relationship when securing a foothold in China.”
In another talk entitled ‘Managing the Brand from one Country to the Next’, Larry Kulchawik of 3D Exhibits and former president of IFES, discussed the differences in show regulations, labor, design, and cultural expectations.
Joined by Kingsmen, one of Asia’s largest exposition suppliers with offices in 16 eastern countries, he said that the concept of constructing a team exclusively for an individual customer ensures a cooperative spirit will prevail and knowledge of regional practices are shared in an effort to eliminate surprises.
One testimonial of ‘differences’ came from Peter Theodorides, president of Vision LTD in Athens, Greece on setting up a stand for a foreign client in Greece. The client asked that the workers stop smoking. However, the workers were on a break and in a designated smoking area of the building. “My dear customer,” Theodorides explained, “although smoking bothers me as well, I cannot ask my workers to refrain when the rules say they are permitted to do so in designated areas.”
The client was annoyed, but the workers completed the job without making any further eye contact.
Have you ran into any cultural differences in your exhibiting experience? Let us know.
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Tags: business, china, exhibition, show