INTERNATIONAL EXHIBITING
 My company will soon start exhibiting in several European trade shows. What are some basic differences between U.S. and European exhibiting?
 Compared to shows in the Middle East or Asia, European shows are relatively easy for newbie exhibitors, as cultural and exhibiting practices don’t vary as dramatically. However, understanding a few key differences — and how to accommodate them — will make your hop across the pond even easier.
 When it comes to exhibit design, hospitality areas are key components that almost all European attendees expect. A hospitality area can be anything from a sit-down bar or several café-height tables (with or without chairs), to a lounge area that encompasses the entire booth. Almost every European exhibitor serves refreshments, such as beverages with light snacks, aperitifs, canapés, etc. Espresso and/or tea are common, and unlike most North American venues, serving alcoholic beverages such as wine and beer is not verboten (in some Eastern-European countries it’s practically required). After-hours events at local restaurants are also common.
Most European shows consider English their official language, so exhibitors aren’t required to provide literature or media in multiple languages. However, translating your materials is still a good idea that can go a long way with international attendees. Plus, consider staffing your booth with at least a few local greeters or a hostess/translator to eliminate any language barriers.
Several logistics differences can affect your production schedules. For example, Europeans have more holidays than their stateside counterparts, and their work pace isn’t as hectic. This is particularly evident during July and August, when most Europeans take their four-week summer holidays. Compared to sunning in Spain, your last-minute exhibit emergency is low on workers’ priority lists.
Ordering services on site, particularly additional Internet lines, phone lines, or any type of computer or audiovisual equipment, can be extremely difficult. Providers will not even consider filling your on-site orders — or even look at your requirements — until all advance orders have been handled. Thus, you frequently won’t know whether your order will be fulfilled until just before the show opens. In comparison, if you are willing to pay the extra fees for on-site services in the U.S., availability is confirmed, and your requirements are immediately added to the vendor’s to-do list.
If you’re bringing computer equipment, bring any necessary PS2-to-USB adapters for keyboards and mice. Europe still uses mostly PS2 ports, not USBs, and it can be difficult to locate adapters overseas. Also consider whether you will require converters to convert the 220-volt European power supply to 120-volt for your U.S. equipment. Most computers will work on either voltage, but this may not be the case with sensitive technical equipment and lighting.
European exhibitors typically use low-voltage LED lighting — which is easy on the electric bill, and produces rich, saturated colors. To make sure your lighting doesn’t pale in comparison, consider switching to LED for your European shows.
Most European booth spaces larger than 10-by-10 feet require a raised floor to accommodate electrical cables. In Europe, carpet padding usually isn’t used, and in the rare cases that it is, it is against show regulations to run electrical cabling through it or under it. During your exhibit-design phase, plan for an extra 4 inches in elevation to accommodate regulations. Rules for in-line exhibits also differ significantly, and the 5-foot setback rule common in the U.S. is often not required at European trade shows.
Learn the metric system to help you head off any setup problems that might occur because of conversion issues. Also, if your booth staffers need to describe physical dimensions, weight, or temperature to attendees, offer them a brush-up course on the metric system prior to departure.
Many Western European countries — excluding Switzerland, the United Kingdom, Denmark, Norway, and Sweden — have adopted the Euro. But always confirm currency requirements with show management prior to departure, and don’t forget your Visa credit card, which is accepted just about everywhere and automatically converts foreign currencies to U.S. dollars (for a small fee, of course).
Most European cities don’t usually have the hotel-room capacity you’re accustomed to in the U.S., so book your hotel rooms early. Depending on the show size and location, this may be as much as one year in advance. The smaller the European city, the earlier you should book rooms.
— Lorraine Lorenzini, director of international operations, Sparks, Philadelphia
LEAD - GENERATION TERMS
When our sales team talks about leads, I feel like they’re speaking Greek. What are some of the most common terms associated with leads and lead generation, and what do they mean?
While companies often create their own definitions, and language varies by industry, here are some of the most common and widely accepted terms throughout the sales industry.
Prospect — A person or company that is likely to need your product or service but has not purchased anything from you yet.
Customer — A person or company that has already purchased something from you.
Inquiry — The first inbound contact from a prospective customer. Contacts include unexpected phone calls, Web-based requests from your company’s site, e-mail inquiries, or current clients seeking an upgrade.
Response Rate — The rate at which prospects/customers respond to a campaign. Response rates are calculated by dividing the number of confirmed responses by the number of campaign recipients.
Lead — An inquiry that has met agreed-upon qualification criteria, such as having a specific budget, decision-making authority, and timeline for purchase.
Qualification — The process by which you establish whether an inquiry is qualified to become a lead.
Qualification Rate — The rate at which inquiries migrate to qualified leads. This is calculated by dividing the number of qualified leads during a time period (or from a particular campaign) by the number of inquiries in the period (or from the campaign).
Nurturing — The process of moving an unqualified inquiry to the point where it becomes qualified. Some inquiries qualify right away; however, many need nurturing via communications until the prospect is ready to be contacted by a salesperson.
Conversion Rate — The rate at which qualified leads convert to sales. This rate is calculated by dividing the number of closed leads by the number of qualified leads delivered to the sales force.
Retention — The process of developing customers, continuing to satisfy them, stimulating them to buy again and more frequently, and preventing them from defecting to the competition.
— Ruth P. Stevens, president, eMarketing Strategy, New York. Including excerpts from her book “The DMA B-to-B Lead Generation Handbook.” (Direct Marketing Association Inc., 2005) |
