This is a first of a series to introduce you to the process of exhibiting in the United States.
The United States has always been an important market for Japanese companies, whether their products are in technology, consumer goods, or medical fields. You don’t have to be afraid to take your business to these important markets at trade shows, and we will give you a series of helpful posts to make everything easier.
1. You can purchase your space in advance or at the last minute. However, understand that the best spaces generally are taken by previous exhibitors who have accumulate priority points because of past participation. Your best option is to work with a company like Idea International who will work with the show organizer and U.S. partners to secure a good space for you.
2. In the U.S., space is purchased by feet, and charged by square feet. You have a choice between an in-line booth, an island booth, or a perimeter booth. An in-line booth faces an aisle, and is often bordered by the booths of other exhibitors. An island booth has access from at least three sides, often four. A perimeter booth is placed against a wall and has access from three sides.
3. Unlike trade shows in other countries, trade shows in the U.S. do not allow you to use the cubic content of the booth. In addition there are “set back rules” and height restrictions. Every show is different, so you need to be aware of the rules.
4. In the United States, it is common to hang identity signs from the ceiling, as well as truss that supports lights.
5. The booth carpeting available in the United States is very thick and is flush with the hall floor. In most cases, the carpeting hides wires and cables.
6. Most importantly, your U.S. trade show booth is constructed away from the venue and brought in on trucks. It is installed on the floor by laborers who are allowed to work at this task.
7. A partner like Idea International is essential; exhibiting in the United States, without help from someone who understands the process is not only confusing but can be very expensive.
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