Tips from 3 experts on international attendee marketing for your expos, conferences, conventions and events for China, Europe, Mexico and Latin America given at the annual meeting of IAEE in Los Angeles, December 2014.

1. Curious Why Your Global Attendee Base is Not Growing? You
Might Not be Using the Right Marketing Strategy.
Presented by:

3. Pop Quiz:
2) How do you reach Chinese prospective attendees the best?
a) Facebook
b) Email
c) WeChat
d) Telemarketing
e) Snail mail
f) Text messages
1) Geographically, China is bigger than the USA. How many time zones
do you think China has?
a) 1 b) 3 c) 5 d 7
3) Globally, are association relations important?
a) Yes b) No

4. Pop Quiz:
5) The 4 primary languages are spoken in Mexico & Latin America are:
a) English, Spanish, Portuguese and French
b) Spanish, Portuguese, French and German
c) English, Spanish, French and Gibberish
6) How many countries are there south of the US border (includes the
Caribbean)?
a) 10 b) 15 c) 20 d) 25
7) Brasilians love to be called Latin Americans.
a) True b) False
4) What are the three most common languages in Europe?
a) English, German, Portuguese
b) Spanish, Italian, Dutch
c) German, English, French

5. How to Attract the
Chinese & Asian Attendee
Jo-Anne Kelleway

8. More and more people LIVE on mobile. In Asia, we've learned through practice, mobile
marketing is the most convenient and effective means in visitors promotions.
Best ways to attract visitors to your show:
 Mobile Event Site
 WeChat Advertising Campaign
 Share the moment with your friend
 Telemarketing / SMS blasts

9. Suggestion #1:
Your event must have a mobile website & registration page (Multi-lingual please!)

10. Suggestion #2:
If you charge money for attendance – you must be able to process Chinese credit cards.
(Try AliPay!)

12. Suggestion #3:
Send your marketing messages through WeChat
二维码
√ 您的身份专属
二维码
iPhone用户可添加到Passbook
Mobile registration page Confirmation page with barcode or
QR code

13. Circulate adverts via various official accounts to attract more people to follow your event’s
WeChat account

14. Visitors or delegates can follow your account through a simple click, to access your
registration page.

15. Follow event official account
Visitors or delegates
search the official
event account and
follow it.
Click Microsite from the menus
Delegates or visitors
can find the microsite
from menus in the
bottom.
Microsite
Here is our Microsite!

16. Share the link with your friend individually Share the link with your all friends in WeChatOR
Share the registration link to peers and friends’ enables your event to expand your registrations

17. 主办方官方帐户
下午 14：00
C
S
如何报名参加？
您好！您是否
要参加“2013
中国大会”？
参加请点击这
里：
http://t.cn/12
3
查看更多请点
击：
http://t.cn/12
3
Suggestion #4:
You can embed online customer service “Online Chat” function in the microsite which
allows delegates or visitors to get help immediately.
Options for online customer service -
1. Set up the frequent Q&A in the backend. Once
visitor enters the keywords, relevant answers will be
delivered automatically.
2. Turn on “leave a message” page, and customer
service staff could respond to the messages
3. Deploy customer service staff to answer the
questions in real time

18. Suggestion #5:
Telemarketing & personalized SMS blasts still work!

19. Attendee Marketing in Europe
Denise Capello

20. EUROPE

21. Different countries, different cultures

22. Facts about Europe
• Europe consists of 58 countries / independent territories
• The European Union has 24 official and working languages.
• 56% of Europeans are currently bilingual
• Europeans don’t think of it as ‘Europe’
• There are 12 currencies in Europe
• Europe covers 3.93 million square miles, which is roughly 8% of the Earth's surface
• About 733 million people, which is 11% of the world’s population, live in Europe
• The largest country entirely in Europe is Ukraine
• The whole of Europe is only 2% larger in area than Canada
• It has been estimated that one in 10 Europeans is conceived in an Ikea bed

23. How to reach your European delegates
• Emailings
 Find the right partners
 Strict privacy law
• Make sure you can be found on the country specific event portal
(like 10times.com)
• Google advertising
• Make barter deals with competing events, be there -Europeans
want personal contact
• Mobile apps with exhibitor lists and floor plan
• Work with the local industry associations

24. • Use the same online tools as in the USA

25. Most Europeans read and speak English but it really
depends on your industry.
Communication with industry media per country in
multiple languages
German, French, Italian and Spanish main languages
When in Eastern Europe consider Russian
Language language language

26. Some Do’s and Don’ts
• Don’t scream about how good your show is
• Do use facts and provide information
• Don’t bet on telemarketing, not appreciated for B2B events
• Use visual communication
• Focus on international business in your communication
• Do provide your brochures in multiple languages
• A Google translate button on your website is also accepted
• Don’t forget about the different currencies is Europe
• Tradeshows are mostly free for industry professionals

27. Attendee Marketing in Mexico and
Latin America
Stephanie Selesnick

28. Attendees

29. Be Careful of Names & Acronyms!
Chevy Nova- No Va means “doesn’t go” in Spanish!

30. Translate the message properly
Use Colombian Spanish for Latin America, Mexican Spanish for Mexico,
Castilian Spanish for Spain and Brasilian Portuguese for Brasil!

31. Marketing Advice
• What’s in it for them
• Talk up the benefits on site: international business lounge,
matchmaking services, international reception – what else?
• Work with local associations and publications
– Many will translate your materials for free
• Have a robust international visitor page on your website
– Include shopping, dining and transportation options

32. Some Do’s and Don’ts
• Do use social media, but Don’t rely on it alone.
• Don’t “invite” people to your show unless you are going to
pay for it!
• Always use titles. Always.
• Don’t use slang or colloquial expressions.
• Don’t include the numbers of international exhibitors and
visitors are coming to your US show. They don’t care.

33. Pop Quiz:
2) How do you reach Chinese prospective attendees the best?
a) Facebook
b) Email
c) WeChat
d) Telemarketing
e) Snail mail
f) Text messages
1) Geographically, China is bigger than the USA. How many time zones
do you think China has?
a) 1 b) 3 c) 5 d 7
3) Globally, are association relations important?
a) Yes b) No

34. Pop Quiz:
5) The 4 primary languages are spoken in Mexico & Latin America are:
a) English, Spanish, Portuguese and French
b) Spanish, Portuguese, French and German
c) English, Spanish, French and Gibberish
6) How many countries are there south of the US border (includes the
Caribbean)?
a) 10 b) 15 c) 20 d) 25
7) Brasilians love to be called Latin Americans.
a) True b) False
4) What are the three most common languages in Europe?
a) English, German, Portuguese
b) Spanish, Italian, Dutch
c) German, English, French

35. Thank you for your attention!
Please reach out if you have any further questions.
Stephanie Selesnick
President
@StephSelesnick
stephanie@intltradeinfo.com
Claudia Maurer
International Event Specialist
@ClaudiaMaurer
claudia@marketingdesigngroup.com
Jo-Anne Kelleway
CEO
@jkinfosalons
joanne.kelleway@infosalonsgroup.com
Denise Capello
Business Acquisition Manager
@DeniseCapello
d.capello@rai.nl