Trade shows enable you to reach a wide range of audiences and tap into the local and international markets. As an exhibitor, you have to be well-prepared to impress the diversified audience at global trade events. Ignoring localisation in such shows is one of the most common mistakes exhibiting companies make when trying to expand internationally.

When you are exhibiting at trade events that have multicultural, multilingual, and multinational audiences, you must leverage the localisation aspect for success. Let us share some valuable insights as suggested by the expert exhibition stand builder in Birmingham, regarding why you can’t ignore localisation in global trade shows, and how you can achieve it.

Why can’t you ignore localisation in global trade shows?

Some of the major reasons you shouldn’t ignore localisation at global trade events are mentioned below:

● Cultural Differences: What feels persuasive in one country can feel offensive or meaningless in another. For example, Nike once attempted to lure the Asian youth with an ad featuring Lebron James and a kung fu master; however, it proved to be a disaster because it was found incredibly offensive by the audiences across the Chinese markets.

● Different Lifestyles: Symbols, colours, gestures, and even design aesthetics vary along with time zones, food and clothing. For example, white colour signifies purity in the West, mourning in parts of Asia; similarly, beef is quite common in Western countries, but the cow is considered sacred in India.

● Language Barriers: Relying solely on English (or your native language) risks alienating attendees. Miscommunication reduces trust and makes your product harder to adopt. Also, you can’t imagine a seamless trade show experience without local service providers and vendors. It would be tough to communicate with them without a professional interpreter and translator.

● Buyer Psychology: People are more likely to engage with products, booths, and marketing when they feel “spoken to” in their own cultural and linguistic context. A localised approach helps to connect with them instantly, and it significantly increases the likelihood of converting potential customers into real ones.

● Competitive disadvantage: Competitors who localise will look more professional, trustworthy, and customer-oriented, giving them an edge over you. Thus, you miss a huge opportunity to win the trust of a meaningful and relevant audience without localisation.

● Lost Opportunities: Without localisation, you reduce the level of engagement. It leads to a risk of leaving with fewer qualified leads, lower brand awareness, and weaker relationships in respective markets. Ultimately, you deliver a weak performance at the global trade shows.

Now you know the importance of localisation at global trade fairs, let us elaborate on the ways to achieve it in your upcoming international events.

How to achieve effective localisation at trade shows?

You should implement the following tips in your trade show strategies to leverage the benefits of location for success.

● Localise your booth design: Craft your exhibition stand design with a localised approach. Adjust visuals, colours, and imagery to fit local cultural norms.
● Localise your marketing materials: You must translate brochures, signage, and presentations into the local language. You must ensure the use of native-level, culturally appropriate translation, not just Google Translate.
● Adapt your product story: You should highlight features that matter most in the respective local market. e.g., sustainability in Europe, affordability in parts of Asia, tech innovation in the US. Use local case studies, testimonials, or data points.
● Train your staff or hire locally: Hire multilingual staff or interpreters for your bespoke exhibition stand. Train the staff members in cultural etiquette and business norms. e.g., business card exchanges in Japan are formal, while in the U.S., they are casual.
● Collaborate with local media and service providers: Engage with local media and networks; publish press releases in the local language. Partner with local trade associations. Network in culturally familiar ways, such as group dinners and coffee chats.
● Leverage digital localisation: Get and share QR codes that link to localised landing pages. You must ensure your website, follow-up emails, and contact channels are culturally and linguistically adapted.
● Regular assessments: Collect feedback from attendees about clarity, messaging, and appeal. Adjust localisation in your modular booth design for future shows in the region.

Localisation is not just translation. It’s about adapting your brand, message, and interactions to resonate with the local audience. By hiring a local exhibition stand service provider, you can make your brand appear trustworthy, professional, and relevant.

Hire Radon SP. Z O. O. for Your Next Trade Fair

If you are planning to exhibit in Birmingham, there is no need to look beyond Radon SP. Z O. O. Partner with them and leverage their experience and expertise as a localised service provider to make the most of your exhibition campaign there.