Cultural Differences in Approach to Trade Shows

July 29, 2009

Differences in how trade show displays are approached vary with the location: in South America, Europe and Asia it is much more common to have what is known in the industry as “build and burn” exhibits, which are exhibits which are fabricated and set up just for the life of the one show. In North America it is more common to have exhibits that are purchased, and then used many times for different shows before they are either re-purposed, or disposed of. In Europe, trade shows have much longer hours, and are more about having longer meetings and actually closing deals than in North America, therefore displays are built more to facilitate longer meetings, including more comfortable seating and hospitality such as food and beverages.