Navigating the International Landscape: How to Successfully Exhibit in Europe

The world is a big place. 195 countries, 6,909 living languages and 7.442 billion inhabitants, each with their own distinct way of conducting business. And the trade show industry is no different. In Europe alone, there are 32.6 million square meters of exhibit space, accounting for 48 percent of the world's trade show locations.

Over a career spanning 25 years, I have not only managed client’s shows in North America, but also across the European Union. Taken together, my international experiences have equipped me with the tools necessary to successfully operate on the other side of the Atlantic. 

At a Glance

One thing for my North American peers to recognize. While exhibiting in Europe is, as a whole, similar to the experience in North America, there a number of important nuances that you must understand (including remembering that every component part of the continent isn’t a state, but an independent country). As ever, success is in the details.

Bridge the Gap

The most important element of the international experience is the exhibit professional leads the way. Your internal team will have more logistical concerns than if they were exhibiting in the United States, so the last thing they need is more balls to juggle. By having the exhibit house manage the entire international program, you can relieve the pressure on your internal team, allowing them to focus on the show.

Partnerships

It’s always good to work with a local firm who knows the landscape. By establishing strategic, trusted partnerships your team can benefit from a body of knowledge that will make the process smooth and successful. 

Language

One common concern is the anticipation of a language barrier. Fortunately, in most European countries students begin studying their first foreign language (frequently English) between the ages of 6 and 9, meaning by the time they are in the professional space, most have a fluent grasp of English. Of course, Europeans across the continent always appreciate a polite attempt at their native tongue but will not rely on you to lead the way. (Some countries more than others)

Time Differences 

Once you have established that communication will not be a problem, you have to make allowances for time differences. In the most extreme case, (Pacific Standard Time to the Eastern European Time Zone), exhibitors are working with a nine-hour difference, while the closest distance is the five hours between Eastern Standard Time and Greenwich Mean Time. The lesson here is to be strategic in your communications during the planning stage and learn how to make the most of the time difference. If you work it properly, things will get done even outside US office hours, and your clients will feel a sense of reassurance when they come into work to discover progress has been made overnight.  

The Floor

The most striking difference between a show in Europe and a show in North America are the raised floors in the exhibit halls. The reason? Electricity! In Europe the standard is 220 Volts vs. the US standard of 110 volts. Regulations typically prohibit electrical cords to run right under a carpet like we do in the US. In my experience, about 95 percent of the show floors are raised, which can present unique design challenges. Being aware of this ahead of time is crucial. 

Labor

Exhibit companies in Europe tend to send their own teams to handle the entire process from shop to show floor. This means you will not be required, or able, to hire a union laborer on site as everything is typically included in the package price form your exhibit partner.

Booth Appearance

Unlike in North America where exhibits are commonly finished in laminate, European builds are often painted or finished in vinyl sheeting. What does this mean? From a distance, you won’t be able to see the difference, but if you study the booth up close, you may notice it is not quite as refined as it would be at home. Think theatre sets as opposed to furniture grade quality. Furthermore, the build will usually arrive on the show floor 60-80 percent complete, and the finish will be applied on site. Don’t worry! This is all standard practice. 

Transport

Rather than using crates, exhibits in Europe tend to be transported on wrapped pallets. Shows don’t always offer storage, and when they do it’s very expensive, so this is the most effective way of getting your booth to and from the hall.

Costs

Despite saving on drayage and reduced show services, you will likely make up the difference elsewhere, usually in the labor. As highlighted above, if exhibit houses send their own people, they are also incurring transport, accommodation and per diem costs for their teams. The result? The overall price point between the United States and Europe can be similar although the costs will no doubt fall into different areas.

Hospitality 

Shows in Europe tend to last a few days longer than shows in North America. Hospitality is very common, some would say the norm This means almost every booth is complimented by refreshments and the local attendees will likely expect something...be it coffee, light snacks or even beer and wine when appropriate. Stand out; get creative with your culinary offerings! 

Chris Dunn is a Senior Account Executive at the BlueHive Group in Worcester, MA. He has extensive experience in the industry, with a significant presence in the aesthetic laser, med device and technology markets. Over the years he has supported clients at shows such as IBC Expo, ISHLT and Mobile World Congress. Chris can be reached at: [email protected]