The Three B's of International Trade Show Exhibiting by Vanassa Saunders he CFO was in a particularly nasty mood when he called the Trade Show Exhibit Manager to his office one morning. The CFO leaned back in his chair and sucked down a draught of Diet Coke, waiting for an answer to his unanswerable question. The CFO glared. Abruptly, the CFO stood on his hind legs, leaned forward on the desk and unleashed his tirade.
Nobody drinks or smokes at trade shows anymore.
A bit of foam had formed in the corners of the CFO's mouth that made Smithson cringe even more. The issue is the culture, and many American corporate leaders do not understand that business as usual in the States doesn't resemble business elsewhere in the world. These three elements will do a lot to carry the success of an overseas tradeshow. Without them you will stand alone in the crowd. In South America and Asia, offering your guests wine or a drink from a well-stocked bar is considered not only cordial, but essential.