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International communications at a trade show

I'm on a brief vacation – needed a break after World of Coffee – so this is a pre-scheduled newslette
Coffee Marketing
International communications at a trade show
By Jenn Chen • Issue #77 • View online
I’m on a brief vacation – needed a break after World of Coffee – so this is a pre-scheduled newsletter. I wrote down some of my initial thoughts on the show as it relates to marketing. But, as expected, the show wore me out so I’m giving myself a few days off in Amsterdam to recoup that energy.
I hope you enjoy reading!
– Jenn

Featuring my own work & press
Featuring my own work & press
I am writing this from a patio at a Berlin airport. It’s the day after World of Coffee and I need a few days to process the event but my initial thoughts probably aren’t going to change. It was my first time fully attending WoC & I was also working in a booth the whole weekend. It basically felt like another Expo. Much like Expo, there were thousands of attendees but more prevalent was the mashup of so many different cultures.
There were multiple languages spoken at any given time. I think the trickiest part of this was navigating different concise communication tactics. In speaking with people whose first (or even second) language was not English, finding the best, simplest words to convey a technical topic was a trial in and of itself.
I spend a lot of time thinking about writing. How to best communicate something, how to make sure the best words are used, and how to avoid any mishaps. But in-person interactions and graphics and even personal presentation all combine together at a trade show in a most unique way.
Do you check your stand graphics to make sure they’re clear and concise? Are the images and videos so strong that the words aren’t needed? On the other hand, do you have pamphlets or small signs so that people can read/translate on their own without having to interact with you? 
I’m all for less paper waste at shows but it was pretty clear to me when we would trade a certain smile that people would rather take a pamphlet before speaking to me. And I don’t blame them. If I were to attend a trade show where everyone spoke Spanish (I’m slowly learning it on Duolingo), I would never talk to someone at a table. My Spanish is so terrible that I can’t interact with anyone yet but I can translate it on my own later or find someone to help.
I saw a lot of pretty booths this weekend. I saw a lot of people from all over the world. It all made me think about how we talk to each other and how all of it gets perceived and interpreted. I’m certainly not an expert in international business communications but I do wonder if some of us with more power could be doing better and thinking more strategically in this area.

Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Instagram added: lyrics in Stories if you use the music sticker and ability for advertisers to promote branded content from creators as feed ads. It’s testing an order sticker.
Twitter added a live with friends option. It is testing: new DM sharing options (suggested users) and a mini profile card for new follower notifications.
Facebook launched avatars (like Bitmoji). It’s considering changes in the newsfeed algorithm related to pages & groups.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
Tiny Tips for Delivering Out-of-This-World Customer Support on Social Media
How to Use Heatmaps to Increase Your Conversions
10 Steps Guide to Build a Brand with Email Marketing
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Amazon, Walmart, and Other Stores Have Too Many Options
How Rainbow-Washing Threatens Brands
The Biracial Bind Of Not Being Asian Enough
An update from my container garden!
An update from my container garden!
My orchid shooting out a new stalk.
My orchid shooting out a new stalk.
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen. 
If you'd like to work together on writing, photography, or marketing consulting, click through above.
If you'd like to work together on writing, photography, or marketing consulting, click through above.
Did you enjoy this issue?
Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

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