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International trade shows are full of acronyms, so what is the newest addition to the EU’s alphabet letters that will impact U.S. exhibitors? GDPR is the General Data Protection Regulation that goes into effect May 25th 2018. The goal of GDPR is to protect personal data and prevent data leaks as well as unwanted marketing solicitation. American companies participating in European exhibitions are impacted by this legislation-fines for noncompliance can be as high as 4% of your company’s annual revenue.

Technology has been integrated into exhibits for many years – the newest addition is virtual reality. While there is no substitute for face-to-face marketing, adding virtual reality to your exhibit program can enhance the attendee experience and increase their knowledge about your product or service.

Radio Frequency Identification (RFID) badges allow exhibit managers to measure who visits their exhibit, how long they stay, & what areas attract the most attention.

U.S. companies are increasing their global market share by participating in international exhibitions. Marketing programs are expanding to include exhibiting overseas to take products and services to the market in a face-to-face selling environment. As you are planning where to exhibit, also consider how to exhibit. Here are some criteria to consider whether to ship an existing property or rent locally.

While worldwide travel can be exciting, waiting in long lines at airport security checkpoints can be frustrating. Trade show managers spend time waiting for space selection, budget approvals, and freight deliveries. Though there is so much waiting time exhibit and event professionals can’t control, now flying through airport lines faster is possible with trusted traveler programs.