Research shows that 75% of North American B2B companies find attending European trade shows critical for their businesses. This same research also shows that 40% of B2B companies use trade shows as one of their marketing channels to promote their products for business expansion. Additionally, 20% of respondents said trade shows are one of their main lead sources.
Every organization needs to market its products correctly to remain viable. Avoiding stagnation is one of the biggest challenges faced by many businesses today. International exhibitions are one of the biggest platforms for face-to-face marketing, allowing you to reach the largest number of potential customers in the shortest possible time (most exhibitions last 3-4 days) and enabling you to introduce your products to the world.
Even though European trade shows are highly effective in generating qualified leads, they are time-consuming and require a substantial investment. Exhibitors must be careful in selecting the European trade shows where they exhibit so they can get the maximum return on their investment.
The first step is to find the right partner for your trade show. Usually, the best place to start is with the partner that handles your domestic program. Ask for their recommendation.
Many companies have worked with Idea International over the past 20 years, and now that Idea is helping exhibitors in Europe as well as Asia, your domestic exhibit partner will feel confident and comfortable working with Idea International wherever your program takes you.
The European trade show market is the best place to begin for exhibitors looking to exhibit their products globally. With trade shows in specialties ranging from pharmaceuticals to aerospace, European trade shows can provide very favorable returns on investment.
Exhibiting in Europe offers the opportunity to expand your global audience and connect with industry experts worldwide. Europe hosts over 90% of the world’s major exhibitions and more than 11,000 trade shows annually. The potential for networking and business growth is immense.
Once you choose the best partner, how do you choose the right show?
ExCel London’s vision is to be the home of world leading events.
Choosing the right show is a strategic process that can significantly impact your business’s success. Study the attendees’ demographics, their industries, and job roles. Review the show’s track record to determine if it aligns with your business goals and can provide the best ROI. Ask to see the previous year’s audit. Don’t take too long to make this decision. Best practice dictates that you secure your exhibition space early for a competitive edge and for an early choice for hotels.
Working with your exhibition stand builder
The right exhibition stand builder will ensure a smooth exhibition experience. If you want to investigate beyond your domestic exhibit partner’s recommendation or if you are faced with making this decision on your own, check the company’s experience and expertise. Find out what their clients say about them and ask for references. Finally, find a builder that offers turnkey booth services. You need someone who knows the venue, the venue rules, the practices in a particular country, any industry compliance issues that may arise, the best third-party companies for catering and the like, local practices and expectations that you want to observe—the bottom line is that you don’t want to find out the night before the show that something needs to be fixed!
Countries have rules about what goods you can bring using an ATA Carnet. Check with the issuer in the country you’re exporting to. Again, your partner will advise you.
WHY Europe??
The Largest Business Platform
Out of 1,200 major trade show venues worldwide, more than 490 are in Europe. Moreover, 12 of the largest trade show venues are based in Europe. Europe provides 48% of the 124 million sqm of exhibition space rented worldwide. That’s a good reason to exhibit in Europe and take advantage of the world’s largest and most famous trade shows.
The Largest Market Penetration
With over 500 venues spread across the continent, Europe attracts more than 500,000 exhibitors from diverse industry backgrounds, the majority of which are international companies looking to expand into Europe. The sheer number of exhibitors makes Europe a trendsetter in exhibit design innovation. It is one of the reasons that people involved in the exhibition industry travel to Dusseldorf every three years to attend EuroShop.
European trade shows have over 15 million attendees worldwide, a great opportunity for companies seeking to establish themselves internationally and make their brands known. High attendance provides exhibitors in Europe with many lucrative business opportunities.
The Cost Factor
With its ever-growing markets, Europe is the most efficient place to market your services outside of the US. The availability of skilled labor makes exhibiting in Europe extremely budget friendly.
European exhibiting may even cost 70% less than exhibiting in the US. However, space rental fees may offset the difference. Depending on the product, transportation and storage of equipment or exhibition products can be expensive. Companies that exhibit in Europe should also factor in rental and transportation costs—for both products and personnel–when budgeting.
Enjoyment
Extend your visit by a few days—the cost implications will be minimal on your budget as you are already there. Wind down, visit the sights, enjoy the local cuisine and culture, and give yourself a well-earned rest after all the energy expended in the build-up to your first European trade fair! If you are working with Idea International, you have our promise of “peace of mind.”
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