Trade shows in Italy provide the opportunity for you to meet new people within your global industry and make potential clients and investors aware of the products and services you provide. By exhibiting at trade shows in Italy, you can expand your visibility, establish your brand name, promote your business, create leads and increase sales.

An added bonus of trade show participation is the opportunity to examine what the overseas competition is doing in the industry, such as their price margins, what makes their products/services a success and their preferred marketing strategies. Such insight affords the opportunity for you to make adjustments to your own business strategies. For the best results from participating in an Italy tradeshow, implement the following:

1. Read the Italian trade show information provided by each organization for exhibitors to make sure you meets exhibition requirements.
2. Have an interpreter available so that you can communicate with all potential customers at Italy tradeshows.
3. Exhibit in an Italian tradeshow that reaches your target market.
   

Action Steps
The best contacts and resources to help you get it done

Design an exhibit for Italy trade shows that meets local requirements

Many trade shows have local rules and requirements that you will have to meet regarding your booth and the product you offer for sale. For example, booth sizes and electrical requirements will be different from trade shoes in the States. Additionally, many countries have safety codes and technical requirements that sold products must meet, including certifications. You may want to consider hiring a local consultant to assist you with making sure you meet all requirements beforehand.

I recommend: To help design an accommodating exhibit, find out what technical services exhibition centers, such as Fair Bolzano, provide. Find dimensions for exhibition sites like Lingotto Fiere.

Overcome language and pricing barriers at an Italy trade show

While most international trade shows function predominately in English, it's a good idea to prepare yourself for other possibilities. You need to be able to communicate a brand message that is globally consistent and relevant. First, make sure that your informational products have text in both English and Italian. Also, it's crucial that you always have an interpreter available for emergencies. Find out about local currency, the Peseta, and calculate your product costs accordingly. Most potential customers want to know the total C.I.F. for a product--costs, insurance and freight. European countries, including Italy, have the Value Added Tax (VAT) on all good and services sold, which the consumer pays and you will need to calculate into the cost of your product. Make sure your team is prepared with all of this information so that they can close deals on site.

I recommend: Visit the VAT Department website for more information on the Italian VAT. Simply scroll to information on Italy and choose the English version. For trade shows conducted in both English and Italian, hire a local interpreter that specializes in business communications, such as Kosmos.

Research Italian tradeshows to find one appealing to your target market

There are 2000 trade shows held across the globe annually, and approximately 150 of those attract a global market. It's important to know which trade shows in Italy attract the attention of potential clients and investors in your target market. In addition to an Italian trade show directory, check with the U.S. Foreign Commercial Service, trade associations that you belong to, banks, embassies and bi-national chamber of commerce to obtain information on local trade shows.

I recommend: Biz Tradeshows lists upcoming trade shows in Italy, including the international home show Macef Milano. Access an additional Italy trade show directory on EventsEye.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before you ship your equipment to Italian trade show services, you need to make sure you obtain the appropriate licenses, declarations and shipping insurance. One important document that you must have is a Carnet, an international customs document that allows the temporary importation of goods, duty-free, for up to a year.