The IFES mission in action!
Past IFES President, Larry Kulchawik has recently completed a book entitled “Trade Shows from One Country to the Next”. The book is a comprehensive guide to recalculating your thinking when marketing in multiple countries. Author Larry Kulchawik outlines information from 45 countries that delves into international marketing, with a focus specifically on global trade show differences.
“Trade Shows from One Country to the Next”: an informative and well-crafted book that focuses on the needed adjustments – mental, physical and cultural differences – when marketing a product/service through trade shows globally.
On how he would describe the book and its message, author Larry Kulchawik said, “The book provides a quick profile about doing trade show marketing in different countries. This is not a travel guide but surely deals with marketing concerns (beyond trade shows) when traveling globally to market your services. The book is intended to appeal to exhibit managers, organizers, and exhibit design suppliers anywhere in the world. Nearly all major corporations in the world market themselves, in part, through trade shows. Trade shows work, and trade shows mean business!
Many levels of corporate marketers are responsible for this costly investment. You do not want to step in quicksand and uncover surprises” Published by New York City-based Page Publishing, Larry Kulchawik’s new book offers info and knowledge garnered from his years of professional experience and from many global experts at the cutting edge of trade show marketing and management. Input for each country was provided by IFES members who follow an agreed Code of Conduct when working with partners internationally. Beyond understanding the rules, regulations, and cultural differences, working with a trusted partner will help be your best advisor.
Although dedicated to trade show exhibit rules, architecture and behavior, much of the information contained in this book also speaks to effective communication skills required for exhibitor reps spending a week or less marketing a product in a foreign country. After forty-three years in the international trade show arena, the author shares his thoughts and the comments obtained from world-wide experts from the countries outlined. Additional information for the second edition is presently being collected to keep the books data current and accurate. No one person or company is the expert everywhere in the world. Further comments and experiences are welcome from other trade show experts out there to include in the next edition. A respect and understanding of local thinking is very important. There is no right way or wrong way, there is only a different way. This book will appeal to not only exhibit managers, show organizers, venues, and exhibit suppliers, but to those who market anything on a global scale. Effective communication is key!
Readers who wish to learn more about international trade show marketing can purchase “Trade Shows from One Country to the Next” at bookstores everywhere or online at Amazon, Barnes and Noble and soon at the Apple iTunes store and Google Play. For further info visit www.larrykulchawik.com.