(AI-free post)

As some of my clients are new to the world of shows, and especially to the world of american shows, I wanted to give you a few intercultural and logistical tips.

I could have called this post 3 rules to observe when you go to an American show, but aren’t you tired of these hooks that exhaust your dopamine?

So let’s go back to our subject.

Contrary to what most Europeans will believe, US shows are highly regulated.

It might sound counterintuitive to think that the country of the far west will have complex regulations over something that is after all, just a hangar hosting a market place, but it does. And since Ignorantia juris non excusat, ignorance of the law is no excuse, in French, nul n’est censé ignorer la loi, here are the main rules.

First, learn about Union rules and regulations.

Yes, you’ve read it correctly, Unions are powerful in the industry and they have their own set of rules you should go by if you want your show experience runs smoothly.

Unions rules

What do these rules and regulations encompass?

It could range from getting your material carried from the docks up to your booth, to changing a bulb.

Why so? Handling heavy material and electrical work is regulated, for obvious safety reasons.

So yes changing a light bulb, or setting up a window with light might require you to use the electricians of the venue.

Rule of thumb, use union worker or exhibitor appointed contractor (EAC) that are unionized. They know these rules.

And please, do not try to circumvent that, you won’t be appreciated, worse, you could get yourself into trouble.

Booth design standards

Second,

make sure your booth complies with the trade show standards, which includes with fire safety standards and ADA ones (Americans with Disabilities Act).

Yes, it’s the land of the free, but not the land of chaos.

As Thomas Jefferson said it, the price of freedom is eternal vigilance.

So be vigilant.

About what? To name a few height restrictions, space usage, fire safety or structural guidelines, that will avoid you unpleasant on-site rebuild surprises.

Since we’re in a green moment for humanity, take a look at the ecological guidelines as well, but that could fall into the last point.

Last but not least : etiquette

Yes the country of chewing gums and Marlboro has etiquette. Different than the ones we might go by in Europe but they nevertheless exist.

My favorite, and one I’m trying to enforce in Europe, without much success so far.

Stay within the limits of your booth. I call that your national waters.

Sure you can take a few steps out of it to welcome visitors, in what I call international waters, 3 feet (that’s about a meter) is a max, and do not overstep in your neighbor’s zone, that will not be appreciated.

It’s kind of crazy that I have to repeat that, but be considerate for the space others paid for. Respect their boundaries.

And since we’re here, Europeans, no do NOT, I repeat, DO NOT go to a show as a visitor to sell to exhibitors.

We have a name for that in our jargon, it’s NOT appreciated, and if you read the rules about behaviors on a show you might realize it’s a motive for EXCLUSION of the show. So unless you want to be escorted OUT of a show, do not HACK the show.

I know, some of you might be surprised, but although hacking has become a trend, pushed by growth hacking, it’s not really courteous, and since you’re in a face-to-face to environment, some rule-breaking might come back to you in your face.

Europeans are often surprised when they come ask me for a training to learn how to HACK shows and I tell them I don’t do that for visitors.

Oh and since we talk etiquette, that applies for social networks too. Take a look at the specific guidelines the organizer might have, and use the tools they’ll give you, like using specific hashtags for example to catch the social network wave they’ve spent a lot of time building.

If that looks complex or complicated it’s because it is.

But there is a way out, like with everything new : READ THE (EXHIBITOR’S) MANUAL.

Trade show organizers usually compile these rules in a booklet they give to their potential exhibitors, so if it’s your first time in the USA, take the time to read it, and you’ll soon be like a fish in the sea.

PS: If trade show success is all about standing out from the mass, remember there is a way to stand out that is positive for your business, and one that might not be. Choose accordingly, and if you don’t know how, happy to help.

A youtube video about unionised craft at the Javitz center of New York