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educate yourself on.” The cost of drayage( moving equipment) and working with local contractors are unique aspects of US trade shows that often surprise international exhibitors. The key to overcoming these challenges is forming partnerships with local experts who understand the intricacies of the US system.
Greg Topalian again:“ You should have people on the ground when negotiating with a venue in the US.” He added:“ Be careful bringing an international brand over and assuming everyone knows it”.
One key point in the US is the fast-paced nature of doing business.“ One of the biggest challenges international organisers have in the US, as it is so easy to get from point A to point B, is that people don’ t register at all until the very last minute,” explained Vincent Polito.
Sustainability lag Although the US is still catching up compared to some European countries on sustainability issues, younger generations in the US are increasingly advocating
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for more eco-friendly practices. Martha Donato:“ Moving forward, regardless of politics or where we are in the race, if there is one, it doesn’ t matter, because what’ s coming up for all of us is that the younger people who are coming into our organisations care very deeply about sustainability, and they need to understand what we’ re doing to make improvements.”
New political landscape The political landscape in the US is a factor that cannot be ignored, particularly with the uncertainty around policies in recent administrations. Under the Trump administration, for example, many expected business-friendly policies to prevail, but the landscape remains volatile.
Potential changes, such as shifts in immigration laws and tariff policies, could significantly impact the trade show industry.
The unpredictability of US politics creates uncertainty, but international companies are often able to adapt. Trade shows remain a key way to enter the US market efficiently, offering a platform
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Above: The US landscape remains volatile, although many expect businessfriendly policies to prevail |
for international businesses to showcase their products, network with potential partners, and generate leads.
“ We’ re ready for it in the US. Almost every large city in the US has a convention centre or some meeting and convention infrastructure. We have a lot of space and a lot of opportunities for people to come here and produce shows. And if you’ re intimidated by Las Vegas or New York City, you can go to Tulsa, or you can go to Fort Lauderdale or Detroit, and you can have a really good experience there,” said Martha Donato.
Cultural differences also play a pivotal role. From the business culture to the more relaxed attitude toward social media and personal branding, understanding these cultural nuances is essential for success. Chris Brown, founder & CEO, Level Up Event Strategies:“ Business focus, directness, is kind of characteristic of folks in the US. We like to be free and open about our discussions, even our business discussions. We don’ t need several meetings and dinners to go to the point.”
In conclusion, entering the US market through trade shows is both a promising opportunity and a challenge. While the high costs, cultural differences, and political landscape pose obstacles, the potential rewards are significant. The key lies in leveraging local partnerships, understanding the complexities of the US market, adapting to the pace, and staying sensitive to the cultural nuances that make the US such a unique and lucrative market for trade shows.
n For more information about MBB Consulting Group and its services, visit www. mbb- consultinggroup. com or contact us contac @ mbbconsultinggroup. com
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