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How we upped our cross-cultural game for ICE 2016

How we upped our cross-cultural game for ICE 2016

Taking four clients to ICE the gaming trade show in London meant a busy start to 2016.  Our four gaming and technology clients – FUGALottonetixArenaCube and Paylevo - all took a different focus for the exhibition. This meant that for each stand we needed to develop an individual response.

Their varied objectives varied from attracting visitors to the stand to have fun, to engage with customers and encourage them to interact, raise market awareness, sell products and make new contacts.  
ICE is a noisy, busy and fun-filled event and so our challenge was to help our exhibitors to cut through the commotion and get noticed.  
There were more challenges to come; each client we took to ICE is from a different culture, - Israel, Russia, Malta and Sweden – so we needed to allow for cultural differences in our ways of working. Each client wanted to talk to us in a different way - Skype, phone or email, or a mixture of all three.  These cultural differences sometimes meant we found there was a gap in expectations and even conflicting tastes over stand furniture!

But these are the challenges that make our job interesting and whatever the culture, the customer is always right and so we do all we can to give them what they ask, and more.  
It’s all the more satisfying when at the end of a difficult project with lots of going back and forth and tense moments that the client likes the finished stand, has a good show and tells us they would happily work with us on their future exhibition stand.  
Find out how Exhibitor Club can help you prepare for your next exhibition. Email info@exhibitorclub.com

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