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Best Practices in Trade Shows and Events
Conference: March 29 - April 2, 2020       Exhibit Hall: March 30 - April 1, 2020       Mandalay Bay, Las Vegas
 THURSDAY  1:00 PM - 2:30 PM
Track: Global Exhibit Marketing

R5005 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.

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 Hannah holds a BS in Industrial Design from Georgia Tech.

Connect with Jeff Hannah:

Additional sessions presented by Jeff Hannah:
R5006 Global Frameworks: Marketing from the Context of Culture - Part II
W5010 A Trip Around the World - Must-Knows for Global Exhibiting
W5012 Traveling Abroad: Important Do's and Don'ts