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“Safety First” is a catchphrase that’s been around for years and applies to many situations. Convention and exhibition centers worldwide strive to provide a safe environment for visitors during trade shows and conferences as well as to everyone in the hall during installation and dismantle. Exhibits are designed and built to adhere to safety regulations so booth staff and guests don’t have to worry about the booth catching fire or structural pieces falling.

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.