The #1 Strategy to Succeed in International Expansion: A Strong Tradeshow Approach
As global market conditions continue shifting, you might be rethinking your growth strategy, especially if you’ve already tapped into the U.S. market. More and more Canadian businesses are exploring new international markets, particularly in Europe and Asia.
If expanding internationally is on your radar, tradeshows remain one of the fastest, most effective strategies to gain traction abroad. Why? Because face-to-face is still the gold standard when it comes to building trust in unfamiliar territories.
Why Tradeshows Work
- 64% of attendees at tradeshows are not current customers of the businesses they visit at the show.
(Source : Display Wizard) - 77% of executive attendees find and establish a relationship with at least one new supplier.
(Source : Sage World)
For B2B companies, especially those in manufacturing, tech, and specialized services, credibility, expertise, and trust are essential to winning over new prospects. A recent study from Montreal confirmed that for companies seeking to increase export activity, tradeshows are still the #1 way to generate high-quality leads quickly.
Archex: Helping Canadian Companies Exhibit Internationally
At Archex, we’ve seen this trend up close. Our clients are actively reworking their tradeshow calendars, exploring events abroad, and looking for smarter, more efficient and more effective ways to make an impact overseas.
Looking to achieve enhanced global presence? We can help you:
- Design a high-impact booth that attracts qualified buyers.
- Arrange full turnkey services related to the construction, installation and dismantle of your tradeshow exhibit.
- Establish trust and credibility in new markets.
As Anik Forest, President of Archex, puts it:
“You wouldn’t hesitate to invest in a list of 250 qualified decision-makers—so why hesitate to show up where they already are?”
Case Study: Waterax Expands to Europe
Waterax, a Montreal-based manufacturer of wildfire equipment, is a great example of how Canadian businesses can successfully explore international markets.
With Archex’s support, Waterax targeted key industry tradeshows across Europe. They didn’t just “show up.” They made a statement. We worked together to create a tailored booth experience that resonated with the right audience: serious buyers and decision-makers.
To keep things efficient and sustainable, Archex partnered with a European exhibit house from the OSPI network—a global alliance of 140+ exhibit builders. We developed the creative direction and booth design in Canada, then had it built locally in Europe.
This approach offered three big benefits:
- Cost-efficiency – reduced shipping and customs fees.
- Eco-friendliness – fewer materials shipped overseas.
- Consistent branding – thanks to our international network and quality control.
The result? A professional, localized presence that made a lasting impact.
A Growing Shift Toward Europe and Asia
The U.S. tradeshow market remains strong, with over 13,000 events expected in North America in 2025 and a projected $15.8 billion in revenue.
We are seeing growing interest in European and Asian shows, particularly among Canadian exporters looking to diversify and de-risk their strategies.
That shift won’t happen overnight. International tradeshows require planning, budgeting, and strategic alignment. If you’re serious about entering new markets, it’s time to look beyond borders.
Ready to Grow Internationally?
If your company is exploring global expansion, international tradeshows are still your most direct path to qualified leads and credibility abroad. Archex can help you build a presence that opens doors—whether you’re headed to Paris, Frankfurt, or Tokyo or any other international destination.
Let’s make you shine, with peace of mind. Start your international tradeshow journey with us today.
