ILLO: MARK FISHER
	HELP WANTED Send your tough questions about exhibiting to Linda Armstrong, larmstrong@exhibitor magazine.com

It might sound simplistic, but some of the biggest blunders international exhibitors make stem from the fact that they didn't read the fine print - or the large print for that matter - in their show manuals. Admittedly, you can often get away without reading every word, as the trade show process doesn't vary all that much here in the states. However, when it comes to international transportation/shipping, skimming your manual - and/or instructions on transportation-related forms - can really get you into hot water. Not only do international exhibiting practices differ from those in the United States, but each country also has its own customs, documentation, and shipping nuances that you need to be aware of; otherwise, your shipment could get stuck in customs, arrive late to the show, or go AWOL altogether.

And let's be honest. Simply telling you to read your international exhibitor manual is kind of like telling a Formula One racer to slow down in the chicane. It's just not going to happen. So here are the top four sections of the international-shipping guide to which you need to pay careful attention. If you thoroughly digest the following areas line by line, you should be able to sidestep most international-shipping disasters.

Consignment Data - On your commercial invoice and bill of lading, "consignment" indicates to whom your shipment will be delivered, i.e., consigned to, within the foreign country. Since consignment procedures vary from country to country, pay careful attention to the consignment details outlined in your exhibitor manual or shipping instructions.

In some countries, for example, your shipment must be consigned to an importer of record; in others, the ultimate destination, which is most likely the convention center, must be listed for consignment. And remember, the bill of lading is often consigned differently than your commercial invoice. If you fill out your consignment data incorrectly on the bill of lading or commercial invoice, customs officials can halt shipment-clearance procedures until your documents are corrected, which typically eats up days or even weeks of time you probably don't have.

Deadlines - Missing a shipping deadline on a U.S. show typically means losing out on a discount or incurring a late fee. But missing a shipping deadline for an international show - particularly given the lengthy shipping times and distances - can result in significant delays both in terms of when your freight actually arrives and when labor can begin setup.

If your shipment arrives in a foreign port late Friday as opposed to Wednesday or Thursday, for example, you may have to wait until Monday for it to clear customs. In this case, missing a shipping deadline could put you three or four days behind schedule on exhibit installation. Plus, in some countries such as Brazil, warehouses at airports or ports (where your shipments likely will be stored prior to a show) charge hefty storage fees. Thus, arriving too far in advance of a transportation deadline could cost you big time. And of course, each country has its own oddities concerning customs delays, international holidays, labor strikes, etc. - any one of which can throw your install schedule completely out of whack or cause your shipment to miss the show entirely.

Bottom line, international freight forwarders know the ins and outs of the countries they ship to and take them into account when setting deadlines. So don't ignore their shipping advice. Scour your manual and documents for all deadlines, and plan your transportation schedule around them.

Labels - More likely than not, your shipment will be handled by a minimum of five different entities: a trucking company, a warehouse, an airfreight or ocean-freight provider, customs officials, and a drayage provider/convention center. As such, your shipping labels have to be crystal clear in order for each one of these five entities to get it right. If one detail is wrong or open to interpretation, there are five opportunities for your shipment to go awry.

What's more, the information on your label should match the records at the shipment's final destination, which is likely the convention center. That is, always provide the exhibitor name, booth number, show name, and formal address of the convention center (including the show hall). But ensure that these addresses and names are identical to those used by the show and venue. For example, if your company is Bob's Wonderful Widgets Inc., but customers call it BWW, determine which name the show will be using and ensure that this name appears on all shipping documents. Otherwise, any one of those five entities could miss the mental connection between BWW and Bob's Wonderful Widgets Inc., and your precious shipment could easily wander off course.

Also, rather than abbreviating show names, spell them out exactly as show organizers do; in addition, use the full address for the convention center and include the specific hall in which your exhibit will reside. For example, you might assume that "Milan Furniture Fair" - a world-renowned trade show in Milan - is enough of an address to get your shipment to the right location in Italy. However, the truck driver picking up your shipment at customs might be left scratching his or her head since the show's Italian name is the Salone Internazionale del Mobile. Plus, even if your driver connects the dots regarding the show name, chances are slim that he or she will guess correctly and deposit your shipment at the correct show hall, since there are 24 halls for this particular show.

Commercial Invoices/Packing Lists - When it comes to commercial invoices and packing lists, some countries (such as Mexico) are far more particular than others. But it's better to err on the side of caution than to risk a delayed or lost shipment. Thus, ensure that the exact items listed on the invoice or packing list - including the quantity, serial/model numbers, harmonized tariff classifications, etc. - are what's actually in your shipment. Some border-inspections teams, for instance, will stop your clearance procedures if even the smallest item, such as a stapler or package of brochures, is found in one of your boxes but not on your invoice or packing list.

Along these same lines, make a clear distinction between permanent and temporary import items, and pack each group separately. Permanent-import items (which you pay duties on) such as brochures and tchotchkes that you intend to leave in the foreign country must be packed and invoiced separately from temporary-import items (which carry no duties) such as products or exhibitry that you will ship back to the United States after the show.

So while you might be able to get away with skimming your exhibiting manual, it's critical for you to hone in on the aforementioned four topics. By reading the fine print in these areas, your international shipments will likely hop the pond without encountering a single shipping blip.

- Ron Burchett, president, Rogers Worldwide, Los Angeles