March 2007
Editor's Column: Time to think global?

Admit it. When you saw our cover story on growing globally, you thought: “It doesn’t really apply to my show.” Or you felt a pang of guilt, knowing you probably should be focusing on attracting more international attendees and exhibitors, but you don’t even know where to begin. 

Most of us assume that developing an international strategy is going to cost a lot of money, and we don’t really want to dedicate the resources to it. We don’t have the expertise on staff to develop these markets, and we don’t really want to hire someone, especially when we don’t really understand the potential. Most of us are intimidated by the unknown, especially when we haven’t fully conquered the domestic market yet.

At the same time, we all know that the world is shrinking and that international markets may be where the bulk of future growth potential lies. For some, it’s still too early. For others, the growth in international manufacturing and outsourcing has already dramatically changed their industries and their shows. So whether we like it or not or choose to address it or not, most of us will eventually need to have an international strategy. Let’s face it: If you have just one international exhibitor or attendee, then your show is international.

So for most, it’s not a question of whether your show is international, but whether an investment will be worth the return for your show. Dedicating resources to attracting international exhibitors and attendees doesn’t mean it will generate substantial new revenue, but you’ll never know until you analyze the market.

To help you determine if it’s worth the cost and effort, EXPO offers a step-by-step guide for attracting international exhibitors and attendees to your U.S. show (see our cover story, Growing Globally: It can be done but is it worth it). Remember in the 90s when just about every association and trade show changed its name from “national” to “international”? Then, the change was symbolic, today it’s got to be strategic.

And an international strategy will be different for every show and every industry. For your show, it may mean focusing only on international attendance from 3-4 countries or only focusing on international exhibitors from a particular region. For others, it may mean tabling the discussion for a few years as the market develops.

An international market analysis will give you and your management team peace of mind. If nothing else, you’ll know where an international strategy should fall on your priority list —  among struggling with how to maximize technology and the Web for your event, how to increase attendance to keep pace with your exhibit space growth, and how to cut through the clutter as your prospective exhibitors and attendees are inundated with more and more media options.

Danica Tormohlen, Editor
dtormohlen@ascendmedia.com