When I launched Idea International more than twenty years ago, I was frustrated with hearing, “It can’t be done,” or “That’s not the way we do it here,” from country to country.
Do you know what no one asked? “Why or why not!?!” It wasn’t enough for me to digest the negativity; I wanted to know why something was not possible. To me, what was important was to make global trade show exhibiting look easy—and to make it look good.
The first thing I learned when I created Idea International was that establishing one-on-one relationships was critical for trade show success—and that relationships were established when exhibitors could ask why. Explaining local practices, many of them based on available local resources or other realities, builds trust. For example, why was there virtually no rigging in Japan? Well, because of the frequency of earthquakes and the high liability insurance. Why would you use wallpaper rather than laminate? For starters, laminates are heavy to ship, and storage space in Japan is relatively scarce, so we use wallpaper instead. It’s also easier to recycle. In helping bridge the knowledge gaps and setting expectations, we become ambassadors and teachers, broadening understanding from one country to the next.
The Idea International Idea
What if, I asked myself, exhibitors and exhibit houses in North America and Europe who want to work in Japan and the rest of the APAC region could pick up the phone and talk to someone who spoke their language and understood their marketing goals and budget constraints, as well as how to expand their business in the APAC region? Someone who knew the culture, the work environment, and the logistical side of exhibiting?
I decided I could be the person on the other end of the phone. With Idea International, exhibiting companies could have a much more seamless experience when Japan or other APAC countries were on their show schedule. This was an idea (no pun intended!) whose time had come. The concept appealed to many people who feared exhibiting “half a world away” as mysterious and baffling. Frankly, there were a lot of how-to books on doing business in Asia, but nothing that covered the intricacies of exhibiting.
With its proven success, Idea International is ready to take its expertise to a global level.
The “Idea” of Idea International has taken on a new meaning. Our clients, both old and new, are asking us if we can manage their exhibit programs globally to provide an additional level of service and education. And we say YES. Why? Because we have a model that works. We developed a process and gathered intelligence that allows us to work anywhere in the world, from Barcelona to Bangkok. Understanding the end result means explaining the differences from country to country. We can deliver quality and service wherever our clients need us to be.
We have activated the “International” in our name. We are now helping clients globally—and it makes sense! Our clients trust us with their brands because they have experienced the excellence that is the hallmark of our services. They know how we learned about their products, marketing goals, and their need to merge their company culture with global markets. But we also understand how to work with global markets, no matter where they are—and our clients trust us to provide a consistent level of service anywhere in the world.
We understand how to help our clients with brand consistency and budget management on a global scale. We are the keepers of their brands worldwide. We can adapt culturally to their programs; we’ve got that handled.
Trust above all else
Beyond everything else is trust. Our clients have experienced the type of work we do, and they understand that the location is irrelevant. Using the processes we developed, we can deliver quality services anywhere in the world, which keeps our clients coming back. After 20+ years, we have established a global network and a reputation for delivering the ‘peace of mind’ that today’s busy marketers need and expect.
Today, reaching out to us is just a click away. Call me. Feel free to pick my brain. We’re always ready to discuss how we can make your global program successful and give you peace of mind.
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