Feature article—
"Exhibitors typically mature through 3 phases with their international stand presentations"

Show organizers and floor observers have found that exhibitors can be fit into one of three broad categories as their comfort in the market grows. Each has its own set of characteristics and support needs.

1. Exploratory phase.

These companies are exhibiting to watch, meet agents, see the competition. They want to keep expenses to a bare minimum. They are also highly dependent on the show organizer for instruction and promotion of their participation. Pavilion spaces and turnkey booth packages are attractive to them.

They are followers and, when asked why they are attending will often say, “Because the boss told us to go.”

2. Product phase.

3. Marketing phase.

These firms are committed for the long term. They take a comprehensive approach to the strategic positioning of their product and support systems to foster aggressive market penetration. The booth and staff are adapted for the specialized sales process in Mexico, and custom collateral materials have been developed.

These veterans have seen a few shows, faced some surprises, and are comfortable solving problems along the way; they are pro-active and resource independent.

Companies first enter the international arena for a variety of reasons. As a result, not all exhibitors enter at the same point and progress in sequence.

Published July 1995 in Exhibit Mexico (ISSN 1080-4072), Ann Arbor, Michigan; written by Dell Deaton: 294 words.