Hotel rooms are at a premium for megashows, with some companies booking rooms years in advance. The later you book, the more expensive and farther away from the show you’ll be.
Leave international shipping to the experts by working closely with one of the official freight forwarders listed in the show manual. Create detailed lists of the contents of each crate or box, including dimensions and weights (in kilos). Be prepared for extensive paperwork, including commercial invoices and bond guarantees.
Pick up a country-specific guidebook, ideally a pocket-sized one that you can carry around easily. When in doubt, dress up. Dress codes outside the United States are generally more formal, and business attire is typically expected. Avoid T-shirts with company logos or theme outfits.
Bring your own badges (BYOB). Many foreign shows do not provide badges for booth staff or attendees. To aid booth visitors, print small country flags on staff badges to indicate which languages they speak.
Expect to see exhibits constructed on the show floor. In Europe, shows are not held “back to back” as they are in the United States, allowing time to build exhibits, or “stands,” from the ground up. These stands are often built on small risers, with electrical wiring and plumbing tucked underneath.
Be aware of cultural norms, such as booth carpenters in Germany taking “beer breaks.” This is considered normal, and making an issue of it may label you as an “ugly American.” Skilled labor is usually provided by your exhibit house, and drayage is less structured, typically handled by the official contractor. Electrical requirements are different; analyze your power needs and bring transformers and plug adapters, as they are difficult to purchase locally.
Buy extra carpet padding, as floor coverings in stands can range from finished hardwood risers and painted floors to standard carpet, which is often akin to felt indoor/outdoor carpet in U.S. terms. Food and beverage service is also expected at these events.
Be prepared to pay the Value-Added Tax (VAT). Many countries levy this tax on all goods and services purchased there, but it is refundable. To get your refund, submit the original bills along with several forms, and wait for the refund. An alternative is to route all international show expenses through one designated person in your accounting department. This person will accumulate the original bills for filing after the show, although they might not appreciate the added workload and may become uncooperative with future expense reports.
By planning ahead, booking early, and understanding the unique requirements of international shows, you can ensure a successful and smooth experience for your company.
