Planning an Overseas Event? Read This First

When entering another country to conduct business, you need to do more than exchange your currency and reset your watch. You must also trade in your normal operating procedures and adjust your mindset.

No matter how many promotions you’ve done domestically, there’s still a learning curve you need to go through to get a handle on the rules, regulations, and customs of doing business internationally. Whether it’s taking the time to get a feel for the culture or arranging safe transport for your supplies and collateral materials, there are certain steps you can take to ensure that your event will run smoothly.

My company, Grand Central Marketing, recently executed a Spring Break promotion in Acapulco, Mexico, for HBO’s hit show “Entourage” and “Playboy” magazine. We hosted VIP rooms at clubs, threw pool parties, managed Playmate appearances, held outdoor screenings, and distributed thousands of “Entourage” premiums.

But it wasn’t all sun and fun. After years of bringing clients to foreign countries, we’ve learned some valuable lessons about how to manage a successful event across the border or overseas.

Travel regulations This is true for all international travel, not just events and promotions: It’s important to be aware of what is required to get into the country. Sure, you’ll need a passport, but will you also need a visa or a work visa? Certain vaccinations may also be required before entering the country. Submitting the necessary paperwork and obtaining the required documentation can take weeks, so prepare accordingly.

Know the language This may seem obvious, but communication is key—not just for reaching your target audience, but also for reaching the locals working behind the scenes. Be sure that at least one member of your staff is fluent in the language used where the event will be taking place. It’s also a good idea to hire local brand ambassadors and promotional assistants. They can be invaluable in helping you break though the cultural and communications barriers that exist between you and the consumers you’re trying to reach.

When in Rome (or Mexico or even Canada)… While you might have an established way of preparing for an event, you need to understand that the business culture—marketing and beyond—varies from country to country, and it’s important that you be able to adapt. What might be standard practice here could be odd or even offensive elsewhere. For example, in Mexico it is rare for businesses to seal an agreement with a written contract; handshake deals and verbal agreements are the norm. While the idea of renting a venue or hiring a caterer without a contract might seem unthinkable for an event in Boston or Dallas, in Acapulco it is standard practice.

Getting through customs When you travel to a foreign country for a promotional event, you will likely have countless items, including premiums, banners, and other collateral material. When you’re doing a domestic event, you can just overnight your packages to a nearby storage facility. Shipping all your items out of the country takes a lot more planning and preparation. Ship more supplies than you think you will need, and send them in numerous smaller boxes rather than a handful of large containers. This will increase the likelihood of your packages getting to their destination on time.

Have a list of local vendors Despite all your best efforts, there is still the possibility that not everything will make it into the country. Have a back-up plan to your back-up plan. Compile a list of local vendors who can quickly re-create as much as possible. For example, know the location of the nearest printer who can produce signage and collateral materials on a short turnaround.

Conduct a site check Another way of minimizing the risks involved in running an event in a foreign country is to do a site check—or several—at least one month prior to the event. There’s just no substitute for getting the lay of the land, scouting venues, meeting face to face with the vendors you’ll be hiring, and building relationships with the people involved with the promotion. The little things—the 1,000 details—make the difference between an okay event and a flawless one. Taking the time to run through the event well in advance will pay off.

Stay connected Another area that’s easy to overlook is making sure all your communication needs are taken care of while you’re out of the country. Before we went to Mexico, we had to change all our service plans so that we could make international calls. Options vary depending on the carrier—for some of our staff it was more cost-effective to switch to a pay-per-minute plan. You should also look into the Internet capabilities where you’re staying. While business travelers in the United States take wi-fi for granted, many foreign hotels aren’t equipped for an Internet connection. If being able check your e-mail and surf the Web is critical to your job, consider investing in a wireless PDA.

While any producer worth his salt takes nothing for granted, making assumptions overseas is asking for a disaster. Experience and practice help, but each country offers distinct hurdles and unique solutions. Knowing what you don’t know is a good place to start.

Matthew Glass is chairman/CEO of Grand Central Marketing, a New York-based event marketing and promotion agency, and pens a monthly column for CHIEF MARKETER.