Jun 11, 2019 | Columns, The International Man
by Larry Kulchawik The second edition of Tradeshows from One Country to the Next was recently released. The guide book is about international marketing, with a focus specifically on global tradeshow differences. Although dedicated to the venues, top events, exhibit... Apr 8, 2019 | Columns, The International Man
by Larry Kulchawik After 45 years of doing trade show and event stuff, I think back about some of the missteps I have taken along my international journey. I have often stated that none of us in our industry have gone to school to learn what we do. We learned to be... Feb 4, 2019 | Columns, Features, The International Man
by Larry Kulchawik The biggest mistake that U.S. companies make when taking their U.S. tradeshow experiences abroad is assuming that their formula for success in the U.S. will work the same internationally. Marketing tactics and exhibit designs that are effective in... Dec 10, 2018 | Columns, Features, The International Man
by Larry Kulchawik Over the past 30 years, U.S. exhibit industry pioneers have crossed the line of “normal” and pushed to create a new normal within the tradeshow marketing industry. People like Fred Kitzing, Don Freeman, Leo McDonald, Dick Swanby, Barry Siskind,... Oct 8, 2018 | Columns, Features, The International Man
by Larry Kulchawik I had a recent discussion with colleagues from Japan and Germany. The discussion was about exhibit design trends. Both felt strongly about the concept of creating a visitor experience within a tradeshow environment. At that moment it dawned on me... Aug 15, 2018 | Columns, Features, The International Man
Tips for Adapting Your U.S. Exhibiting Strategies to the International Stage by Larry Kulchawik The biggest mistake that U.S. companies make when taking their U.S. trade show experiences abroad is assuming that their formula for success in the U.S. will work the same...
