Trade Show Marketing Boots on the Ground
When international companies prepare to exhibit in the United States, they quickly discover that the trade show environment here can feel like a world of its own. Show forms, union regulations, drayage fees, exhibit space restrictions, and storage requirements are just a few of the challenges that exhibitors must navigate. Add to that the nuances of design expectations for the U.S. market, and it becomes clear why having a trusted local partner is essential.
For our many international end-user clients, agencies, and vendor-partners, Genesis Exhibits is that go-to, local resource, experienced in navigating the complexities of this market so their brand(s) can shine brightly. But rest assured, this is a two-way street.
In Europe, our trade show marketing colleagues embrace this same philosophy. In Italy, our friend Marco Barozzi positions himself as the resident expert for exhibitors entering the Italian market. “Success comes from having boots on the ground. Someone who understands not just the rules, but the people and culture.”
In the UK and across Europe, our longtime partner Tony Cozzi fills this role. Together, we’ve supported clients like S&P Global, where Tony led the UK launch of their new brand while Genesis Exhibits managed their U.S. headquarters rollout. “Working with Genesis on S&P Global’s brand launch proved how powerful trusted partnerships can be across borders. They delivered flawlessly in New York while we handled London.”
Our Genesis Exhibits team has had the privilege of supporting many high-profile, end-user clients from around the world as they entered the U.S. trade show scene. Here are a few prime examples.
Westland Milk (New Zealand): We’ve enjoyed great success teaming with Westland, supporting their U.S. trade show presence through ongoing exhibit management and strategic storage solutions. Read the full case study here.
China Tourism: As China prepared for the 2008 Beijing Olympics, they needed a U.S. partner to help attract American travelers. Genesis Exhibits designed and managed a 20’ x 30’ exhibit across multiple U.S. trade shows. Over the years, we’ve provided turnkey solutions, from design and production to storage, shipping, installation, and form management, resulting in a program that exceeded all expectations and drew strong U.S. interest in the Olympics.
C. Bechstein (Germany): This renowned piano company has partnered with us to create a striking exhibit presence in the U.S., showcasing their craftsmanship to a fresh American audience. Read the full case study here.
Each one of these partnerships reflects the same core principle: international exhibitors succeed when they have the right local event marketing partner managing the complexities of the U.S. trade show landscape. Of course, choosing the right U.S. vendor-partner is that critical first step. Here are a few key requirements to look for:
Expert knowledge of U.S. regulations and processes — unions, drayage, show forms, and exhibit rules
Full spectrum/turnkey services — design, build, logistics, storage, and on-site installation
Proven experience with international clients — from Asia to Europe to Oceania
Collaborative global network — working seamlessly with creative and production partners in key regions around the world
Regarding our own team of seasoned Genesis event professionals, we offer all of our international exhibitors the confidence of having a trusted partner with “boots on the ground” in the U.S. One who ensures every detail is handled before, during and after your event, so you can focus on connecting with your audience to build long lasting, positive business relationships that help grow your business in the states. We’ve been doing so for more than 35 years.
Ready to exhibit in the U.S.? Contact us to start planning your U.S. trade show marketing adventure.
