THURSDAY  8:00 AM - 9:30 AM
Track: Global Exhibit Marketing

R505 Advanced Learning Session:
Global Frameworks: Marketing from the Context of Culture - Part I
This is a two part session. Part II R506 offered Thursday at 10:00 AM - 11:30 AM.

Understanding national culture is key to creating a successful international trade show program, while neglecting subtle nuances in cross-cultural business can damage business relationships and nullify marketing efforts. Learn to see things from a totally different perspective by recognizing that all business is conducted within the context of culture. We will share practical insights to help you understand the cultures you are trying to reach, and share strategies for building bridges across cultural divides. Discuss aspects and approaches including:
•  Ethnocentric vs. cultural context approach
•  Individualism vs. collectivism
•  Age vs. youth
•  Perspectives on time
•  Power distance index
•  The "American" way

CTSM Candidates with 5 or more years of experience may take this session in place of certain five-digit required sessions, with prior approval.



FACULTY:
Jeff Hannah
Jeff Hannah is VP of International Services & Commercial Interiors for Exhibit Concepts. He consults, writes, and speaks about engagement strategies, cultures, and trade show differences between countries. Having founded companies in the UK, UAE and the USA, he has produced trade show exhibits, interiors, and events in over 50 countries for many of the world's top brands. Hannah holds a BS in Industrial Design from Georgia Tech and blogs at www.GlobalExhibitor.com.

Connect with Jeff Hannah:
       

Additional sessions presented by Jeff Hannah:
W512 Traveling Abroad: Important Do's and Don'ts
R506 Global Frameworks: Marketing from the Context of Culture - Part II
W510 A Trip Around the World -- Must Knows for Global Exhibiting




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