Regardless of what industry you work in, you will likely want to be involved with the exhibition and conference calendar. There are quite a lot of events held here in the UK, but there are more and more that are popping up in mainland Europe too. This can make it very tempting to sign your company up for a new experience in order to make the most of the market there too, without being surrounded by all of your competitors.
So whether you are a hotel chain or an internet marketing company, Europe may hold some promise when it comes to creating leads and sales. However it is always wise to go into these situations with a clear head, and there are quite a few things to consider before you book your stand space and count down until conference day. Here are just a small number of things to wrap your head around:
Logistics
Foreign currency and taxation
If your business deals in Pounds Sterling (GBP) you should think about how this could affect you in Europe. Will you set up another branch of the business there to make transactions easier, or will you choose to charge clients with your current abilities? You should read up on tax and currency conversion rates to choose the best option for your company.
Accommodation and transportation
When you are travelling to a European town or city, you are going to need to be organised when it comes to the details. Make sure to book flights, trains and hotels well ahead of time to get the best deals available. Always print out documents and keep them together so you don’t end up in a mess when you arrive. It’s also important to double check dates and think about logistics of when you need to arrive and depart.
Luggage restrictions
Exhibitions require a fair bit of kit so you will have a few options available to you. Choose a shell scheme to have most of the major components set up before you arrive, or have a company based in the destination to create a custom stand for you. The first option will provide you with less stress, and you will also need to carry less with you when you get on the plane.
Leaving something behind
No matter how organised you are, there is always a chance that you will leave something important behind such as brochures or a USB stick. Keep a note of companies who will do European deliveries same day so you aren’t frantically searching when you could resolve the problem within minutes.
Opportunities
Market requirements
It is worth noting that you should do some research into the European market and see whether there is even potential for you to grow there. However attending an exhibition or conference there will be a good test of your findings and you will be able to make a solid decision upon your return to the UK.
International visitors
Lastly, it might be helpful to bring a few language guides with you as there will be plenty of international visitors in attendance. Most will probably speak some degree of English, but it can impress the people you are talking to if you really make an effort.
