Spanish tradeshows 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 Spain, you can expand your visibility, establish your brand name, 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 a Spanish tradeshow, implement the following:

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

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

Research Spanish tradeshows to find 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 Spain attract the attention of potential clients and investors in your target market. In addition to an Irish 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 Trade Shows lists upcoming trade shows in Spain, including Construtec, which occurs each fall in Madrid. Access an additional Spain trade show directory on Events Eye.

Design an exhibit for Spain trade shows that meets local requirements

Most Spanish 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 in Spain will be different from trade shoes in the States, and safety codes may also be different. You may want to consider hiring a local consultant to assist you with making sure you meet all requirements beforehand.

I recommend: Read the rules and regulations for exhibitors participating in trade shows held at Feria de Zaragoza or Feria de Madrid.

Overcome language and pricing barriers at a Spain tradeshow

While most international trade shows in Spain 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, both in English and Spanish so make sure that your informational products have text in both languages and your staff--or a translator--can speak both languages fluently. Find out as well 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 Spain, 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.

I recommend: Visit iAbogado for more information on the Spanish VAT. Check trade show details for information on which language the conduction of the conference will be. For example, they will conduct the Polymer Electronics trade show in English. For trade shows in both languages, hire a local translator that specializes in business communications, such as Wigmore & Alvarez.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before you ship your equipment to Spain trade show services, you need to make sure you obtain the appropriate licenses, declarations and shipping insurance. Most trade shows provide a recommended freight forwarder to help you with these details.