Exhibition Organiser Edition
If you’re looking to attract new international exhibitors or attendees to your upcoming exhibition or conference, partnering with an event-specialist language agency can deliver a return on effort as early as year one.
Language opens doors faster, enables smoother onboarding, and accelerates awareness driving bigger results that can lay the foundations for years of international growth.
We know this because our clients tell us.
From leading exhibition brands to smaller, dynamic organisers, more and more event organisers are cutting through the noise and winning new audiences by using language strategically to build relationships faster.
As event language specialists, TranslateAble can support you every step of the way. We also understand that this may be a new line in your event P&L and demonstrating ROI will matter from the get-go. So here are some practical examples of where language investment pays off, and when you’re likely to see a return.
Event One: Fast Wins
If you want to engage a new international audience, your sales and marketing efforts will land far more effectively when delivered in the language of your target market. Our clients have seen up to a 35% uplift in exhibitor enquiries simply by translating key sales and marketing materials.
If you’re looking to boost your stand pipeline, this could be the solution and a clear, immediate ROI.
Once you’ve won the new business, it’s time to think about their exhibition experience with your event. Operationally, have you considered translating your exhibitor manuals and health & safety policies into your target language? Health and safety standards vary across countries and it’s vital that your exhibitors understand how to stay safe onsite. This is where TranslateAble’s event experience stands out because our unique experience means we understand the nuance of stand build, event ops and venue terminology.
If you’re attracting a significant number of new international companies, you may also want to consider a dedicated customer service line for these exhibitors. Removing barriers and offering exceptional support will increase exhibitor and attendee satisfaction and improve your chances of retaining their business in future years. This early investment pays dividends.
Event Two: Building Awareness
Event one gave you a foothold, and now you’re looking to deepen connections in your target region.
Start by refreshing your sales and marketing for year two. What did you learn from your international exhibitors onsite that can inform your messaging and help you grow this audience?
Secure testimonials from exhibitors and attendees who travelled from your target region. This is your chance to prove the value of your event to other potential exhibitors in that market.
Revisit your exhibitor manual and H&S materials and consider going a step further by creating a marketing toolkit for international exhibitors. Encourage them to promote their participation through social media in email campaigns and across their marketing channels. Remember, brands watch their competitors closely so if your current exhibitors are promoting your event in their native language, you’ll reach new prospects and grow organic awareness of your event brand.
Event Three: Retention and Growth
You’re now building brand recognition in your target region and seeing increasing traffic from it. In addition to translating sales and marketing content, now’s the time to focus on converting that marketing traffic. Did you know that almost 75% of European consumers spend most or all their time on websites in their own language with almost 20% never browsing in a language other than their own. Now’s the time to consider translating specific landing pages or sections of your website to make it easier for international visitors to engage and take action.
This is a long-term play. While you may not tie direct revenue to this activity immediately, you will see sustained growth from your target audience. It’s vital to nurture this momentum and while you may not continue to see the same sharp spikes in ROI, ongoing engagement ensures your international audience still sees your event as a valuable investment of their time and budget. Think of this phase as part of your retention and growth strategy, not just a short-term win.
If your team has the capacity, now could be the time to target a new international region, applying what you’ve learned from the first. You’ve seen what success looks like, and you’ll be better equipped to identify high-potential markets. But remember, not all countries respond the same way. A language specialist can advise you on local business etiquette and help you avoid cultural missteps that can come from a one-size-fits-all approach.
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