Readers Speak: Remember: No Pipe, No Drape

Are you thinking about exhibiting south of the border? Sure, it's the same hemisphere and some of the shows are organized by U.S. companies, but don't think you can expect the same rules and customs to apply as back home. Contributing Editor Gary Tufel asked U.S. show managers, exhibitors and contractors involved in Latin American tradeshows what first-time exhibitors should be aware of as they begin to do business in Latin America.

"You cannot lump all Latin American shows together. Exhibitor experiences will differ depending on the country, city and facility where the show is held.

"For example, shows in Mexico City usually start in the afternoon and run until 9 p.m., but in Guadalajara and some of the other states, they start in the morning and run until 7 or 8 p.m. Hours in countries like Brazil, Argentina, Chile, Venezuela and Colombia also vary, depending on the city and the industry.

"Almost all shows in Latin America use hardwall construction for their shows. Pipe and drape is a U.S. concept. In many countries, the general contractor, the show organizer and the venue are one and the same, and usually run by the government.

"Some countries now have private facilities where independent show organizers can run their own shows and have their pick of general contractors. Also, many show organizers will allow the different contractors to have tables at the front of the hall where exhibitors can order their services. They won't have an exhibitor manual where you can preorder things."

Ana Druk, Consultant, Ana P. Druk & Associates

"The whole drayage system is very different. In many instances, unless exhibitors have shipped through an official freight forwarder, they may find their cargo is not even at the show or they have to transport it to their booths themselves.

"Also, there are no labor unions, which means there is not always technical help available on-site. Exhibitors should always check with the organizer on availability of hired help.

"Shows tend to have different opening times. Many are open into the late evening and there is a great deal more socializing and food entertaining in the booths. Booth babes are still common, especially in the industries that have more to do with engineers.

"Finally, dress is much more formal-suit and tie versus polo shirts."

Patricia Farias Barlow, President, Farias Expos

"Shows are more formal in Latin America; booth quality really counts. The main traffic is on the last day, not the first as in the United States. There are also mainly late-afternoon visitors; tradeshows are still not part of the working day for many visitors.

"In-booth hospitality (including booth babes) is significant. And you really do need to speak Portuguese in Brazil and Spanish elsewhere to be taken seriously. Also, your literature needs translating — at least in summary.

"There are still, thank goodness, none of the restrictive in-hall contracting practices as in the United States. Things are much looser and more informal.

"You will need perfect paperwork and much advance planning for shipping goods in and out. Customs can be tricky and, in Brazil, very expensive."

David Lee, Vice president, international Exposystems Brazil

"No general contractors. There are decorators who may say they are general contractors, but they aren't. No unions either. And hardwall is the norm. No one knows what pipe and drape is."

Stephanie Selesnick, Executive vice president, Intl. Trade Information

"Pay attention to shipping deadlines. Also, each country has its own nuances when it comes to customs and licensing. And the United States is very sensitive about shipping technology out of the country.

"Check entry requirements, particularly in Mexico; they change all the time. Have proper documentation. U.S. citizens now need passports to enter Mexico.

"Obtain at least a minimal understanding about the culture of the country you'll be exhibiting in, so you don't commit any major faux pas.

"And one more thing: In Latin America, pipe-and-drape booth construction is unknown."

Ana Simmons, Human resources and office manager, E.J. Krause & Associates

"For first-time U.S. companies, the mentality has to be more about building relationships initially than about sales. In Latin America and abroad in general, people should have that mentality, and should be more prepared for that kind of discussion. It's more about long-term relationships."

Jim Forlenza, Partner, Agile Events

"The most important differences between the United States and Mexico are in the maturity of the markets, the size of the shows, the differences in the cultures and the economy. In a mature industry such as ours (cleaning products), the U.S. market is more difficult to penetrate, but the opportunity for growth is much greater in Mexico, because it is growing significantly faster.

"Exhibitors new to Mexico need to find local established distributors and sales agents that are effective, motivated and respected. Further, financial stability and credit history are more critical to investigate in Mexico. While our tradeshow in Mexico is much smaller, the key businesses do participate, and it is easier to meet them at ISSA/INTERCLEAN - Mexico as the participants are there looking for new business connections. Think of the United States in the 1950s."

John Garfinkel, Executive director, ISSA