As world trade markets continue to merge as one, global tradeshow marketing continues to be a valuable tool that is embraced by most countries. Companies no longer use tradeshow marketing only in its local region, but now use it globally to expand sales. Attaining regional tradeshow knowledge and trusted supplier partners is critical to achieving seamless marketing from one world region to the next, and avoid surprises.
In response to this growing reality, the International Federation of Exhibition and Event Services (IFES) will be an exhibitor at EXHIBITOR2013 for the first time. IFES is a world organization consisting of exhibit supplier companies and associations from 40 countries. The IFES mission statement is “Sharing Knowledge.” In a nutshell, IFES exists to help exhibitors, through their local suppliers, gain regional market knowledge and make the exhibiting experience as seamless as possible. IFES believes that having skilled and trusted world partners is key to achieving global marketing success at tradeshows.
Although an exhibitors’ brand remains constant, each region in the world has minor, and in some countries major, differences when executing a tradeshow marketing event. IFES exists to help bridge the gap between what works within your region, and what needs to be adjusted for success in another world region. IFES achieves this through the national and international associations and the supplier companies within each region.
IFES started in 1985 as a group of six European associations. It has since expanded to represent 40 countries. It is headquartered in Brussels, Belgium, the association capital of the world. IFES has also established requirements for company memberships and asks each company who qualifies to sign a Code of Conduct for engagement.
IFES works closely with UFI – the Global Association of the Exhibition Industry, the Center for Exhibition Industry Research and other worldwide and regional organizations and associations.
The federation feels that face-to-face communication with fellow supplier members is critical for selecting partners. Meeting potential partners in person goes a long way to insuring success, which is what EXHIBITOR2013 is all about.
Each year IFES also conducts a World Summit. This year in will be in Cape Town, South Africa, in June. Aside from meeting potential country partners, the World Summit provides educational sessions to learn about a specific world region and its ways of doing tradeshow business. Next year it will be conducted in Dehli, India.
To learn more about what IFES can provide, stop by booth 1862 at EXHIBITOR2013 to speak with the executive board.
