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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: February 24-28, 2019             Exhibit Hall: February 25-27, 2019             Mandalay Bay, Las Vegas
 THURSDAY  8:00 AM - 9:30 AM
Track: Global Exhibit Marketing, Expanded Knowledge

R505 Advanced Learning Session:
Global Frameworks: Marketing from the Context of Culture - Part I
This is a two part session.

Understanding national culture is key to creating a successful international trade show program, while neglecting subtle nuances in cross-cultural business can damage business relationships and nullify marketing efforts. Learn to see things from a totally different perspective by recognizing that all business is conducted within the context of culture. We will share practical insights to help you understand the cultures you are trying to reach, and share strategies for building bridges across cultural divides. Discuss aspects and approaches including:
 •  Ethnocentric vs. cultural context approach
 •  Individualism vs. collectivism
 •  Age vs. youth
 •  Perspectives on time
 •  Power distance index
 •  The "American" way
CTSM Candidates with 5 or more years of experience may take this session in place of certain five-digit required sessions, with prior approval.


FACULTY:
Jeff Hannah, vice president of international, interiors and creative, Exhibit Concepts
Jeff Hannah is VP of International, Interiors, & Creative for Exhibit Concepts. He consults, writes, and speaks about cultures, engagement strategies, and trade show differences between countries. Having founded companies in the UK, UAE and the USA, he has produced branded environments in over 50 countries for many of the world's top brands. He hosts the Global Exhibitor Podcast on iTunes, and blogs at www.GlobalExhibitor.com. Hannah holds a BS in Industrial Design from Georgia Tech.

Connect with Jeff Hannah:
         

Additional sessions presented by Jeff Hannah:
W512 Traveling Abroad: Important Do's and Don'ts
R506 Global Frameworks: Marketing from the Context of Culture - Part II
W510 A Trip Around the World - Must-Knows for Global Exhibiting