According to our 2015 International Exhibiting Survey, U.S. companies are looking outside their borders to increase sales, generate brand awareness, and cultivate relationships with foreign prospects.
If the world is our oyster, overseas shows represent a veritable raw bar of opportunities. And according to the results of our 2015 International Exhibiting Survey, an increasing number of U.S. companies are shucking their fair share.
Seventy-two percent of the nearly 200 American companies surveyed are currently exhibiting outside the United States (participating in an average of 7.5 international trade shows per year), and eight out of 10 have at least tentative plans to explore foreign markets in the next three years. The majority of marketers venturing outside their borders are doing so because they are targeting clients and prospects from other regions of the globe in an attempt to increase sales, generate brand awareness, and cultivate existing relationships.
Not surprisingly, Europe and Asia are the biggest trade show hot spots outside of North America, with Africa lagging behind in terms of attracting U.S. companies. Canada, Germany, China, and Great Britain appear the most appealing to American exhibitors, followed closely by Singapore, Spain, Mexico, France, Brazil, Australia, Japan, the United Arab Emirates, and Italy.
Despite the fact that shipping represents the most significant hurdle to international exhibiting, more than 20 percent of companies still ship their booths overseas, often enlisting a freight forwarder or a customs broker/clearance agent. However, nearly half of U.S. companies exhibiting internationally choose rental exhibits and/or build-and-burn booths for at least some of their shows. The following pages contain key data points culled from our 2015 International Exhibiting Survey.