The “Great Resignation” is as ubiquitous a buzzword as last year’s “New Normal.” However, unlike the “New Normal,” the “Great Resignation” isn’t open to interpretation. It’s a fact. As a result of the pandemic, people left their jobs in droves for many reasons. In no industry was that more apparent than the event industry, effectively shut down for two years.
On the other hand, because workers left their jobs, many positions opened up for people seeking new opportunities. As the event industry comes back, those roles are being filled by job-seekers looking for a challenge and some excitement, experiences that the event industry can provide. In a sense, this is as much “The Great Transition” as “The Great Resignation.”
With this influx of new talent comes the realization that there’s much more to the event industry than exotic travel and expensive meals. For US companies, ramping up to handle ex-US events has to be swift and on point.
New event managers can find plenty of information on the exhibiting process in the US. Still, they soon learn that markets today are global, and live, in-person events are important for corporations intent on expanding their markets.
For example, one of the most robust trade show environments has always been in Japan. With a number of excellent venues throughout the country, the Japanese business community has always embraced live interactions. However, as UFI reported recently, “As the global pandemic passes the two-year mark, travel within Asia remains highly restricted.” That doesn’t mean trade shows aren’t happening—it simply means that all attendees at the trade shows live in the countries where the show is taking place, including Japan.
This month’s newsletter is a primer for those new to the industry to ensure their companies take advantage of the Asian markets at trade shows despite current restrictions. And if you have just hired someone new to your staff, perhaps you can discuss the points below to plan how to exhibit when you can’t be onsite.
Budget: Outside North America, the actual cost of exhibiting is considerably lower than what you would budget for a US show. On the other hand, travel and hotel costs can eat up the difference. Right now, you can reallocate your event budget by contracting with a single-source provider to guide you through the process. Of course, you will spend money on staff and more onsite help, but you will still come out ahead.
Strategy. More than ever, it’s important for your exhibit to display brand consistency. Your graphics need to be relevant, your brand colors an exact match, and in most cases, you will want your messaging to be displayed in both English and the language of the particular country hosting the show.
Exhibit Structure: Understand that when you are working in Asia, your exhibit materials will not be the same as those in the US. That will not detract from your brand promise. Rather, using materials most often used in the host country will make you appear aware of the culture and the country’s resources.
Virtual Elements: Don’t be afraid to contract with your partner to incorporate virtual elements in your exhibit. If your CEO wants to deliver a message to attendees, there is no reason why they shouldn’t nor why you shouldn’t promote the address as you would promote a live experience,
Staffing: If your company has offices in the country or city where the event is held, ask your partner to work with that office to identify the best people to staff the exhibit. If you do not have an office, communicate your needs to your partner. For example, if you are a tech company or a pharmaceutical company, you will want staff who know something about the industry and can answer basic questions. Ideally, you will be able to prep the staff with some online training to help them speak with attendees. Another solution: have a 3-D chatbot in your exhibit that can answer more complicated questions.
Hospitality: Hospitality preferences vary from country to country in the APAC region. Your partner can help you determine what your attendees will not only expect but enjoy.
If you need a single-source partner to help you exhibit in Asia when you can’t be onsite, Idea International has been assisting companies to do that for the past eighteen months. We have a plan that works. Contact us today to learn how you can reach your markets in Asia.
There are indications that travel bans will be lifted this spring. While publishing this newsletter, we learned Australia will lift all restrictions for fully vaccinated travelers on February 21. Although Australia is not part of the continent, it is considered part of the APAC region. As travel bans lift, we will keep you informed.
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