By Larry Kulchawik
International trade show marketing requires a recalculation of thinking when taking your brand abroad. Your exhibit design need not change drastically across borders, but many secondary adjustments surely must be considered, in particular for American companies exhibiting abroad.
There is no exhibit design that is one size fits all, in the world of trade show marketing. There is no right way, there is no wrong way, there is only a different way. Knowing and respecting these country differences will surely help to avoid surprises and ensure success for any international trade show experience. Finding and working with a trusted partner would be an excellent starting point.