If you help produce major events such as trade shows in your country or elsewhere, one key goal likely is to attract international attendance – and to make your organization glow globally by reflecting its international prowess.
Here are some tips to broaden your worldwide reach:
- Feature speakers from other countries
- Co-locate with complementary conferences and special demos from outside your country
- Offer incentives such as reduced fees, show floor tour, special orientation session, lounge area with free food and services, and a welcome reception
- Participate in the U.S. government’s International Buyer Program
- Court multi-national and foreign-based exhibitors
- Offer some sessions in multiple languages
- Feature photos and other illustrations that are not country centric
- Decorate with flags and use colors representative of many nations
- Travel internationally to meet government officials, association leaders, and senior company executives to court prospective keynoters and exhibitors
- Use key figures in feet and meters, such as 100,000 net square feet/10,000 net square meters regarding the exhibit floor
- Organize focus group sessions with international visitors to get their suggestions
- Conduct a brainstorming session with staff and contractors to generate ideas
- Promote the event in various languages – via emails, brochures and on the website
- Provide easily accessible letter of invitation for visa applicants
- And, write a blog post on this subject, seeking suggestions to generate global growth for your event
