As a business owner, you’re always looking for new and interesting ways to showcase your business. While considering your options for promoting your company, you’ve likely considered the idea of attending an exhibition or trade show— but have you ever thought about attending such an event in another country?
This is a contributed post. Please refer to my disclosure for more information.
In this increasingly globalised world, the idea of attending overseas events and trade shows is a viable idea for many businesses. There are undoubtedly a number of benefits you can experience should you choose to do so, but there’s also pitfalls you need to be aware of. If you are tempted but not sure if such a venture would be the right call for your company, here’s an overview of the pros and cons you will be contending with.
PRO: The opportunity to branch into an entirely new market
If a key aspect of your business growth strategy is the expansion into overseas markets, then there’s no better way to launch your presence in another country than with an exhibition. You are able to showcase your business at its very best, begin to build a potential customer base, and even make business-to-business connections that may be beneficial for you in the future.
CON: Your costs will be far higher
If you are attending an event in your own country, costing is relatively simple. You can use the same bespoke exhibition stand company, the same transport options, and be aware of the same expenses you are likely to incur. When you venture overseas, your costs can quickly spiral out of control; your transport costs are immediately higher, and there may be permits and documentation you need to pay for so as to attend the event comfortably. If your budget is tight, overseas events might be a luxury that you just can’t afford.
PRO: You’ll feel rejuvenated
Mentally, the experience of an exhibition in another country is likely to do you the world of good. You’ll be among new faces, new businesses, and new customers; it might be just what you need to get your mind sparking with ideas and creativity. If you have been struggling to find your motivation, then an overseas trade show could be the perfect vehicle to help inspire you once more.
CON: The potential language barrier
Obviously, this issue is only an issue for certain countries, and even then many countries have English as the lingua franca. However, if you do venture outside of these areas, you will incur even more costs should you need to hire translators or interpreters. While you may recoup these costs in new business, you have to factor in the additional expenses when working through your budget for the event itself.
The above is not designed to influence your thinking in one way or another; instead, it simply seeks to provide the baseline information. With the positives and negatives outlined, you can make the decision that is most suited to your company and how you wish to proceed in the future. Good luck.