International marketing for RF and microwave takes more than tact, cultural sensitivity and linguistic aptitude. It also takes a back-up plan. If you think that’s not the case, consider air travel in the US last week. We saw how a perfectly ordinary day can go crazy when one determined guy inside the FAA’s Chicago Center cancelled travel plans for millions. Travel normalcy is making a comeback, but the incident demonstrates why ‘business-as-usual’ isn’t always usual these days.

Here are five common situations international marketers can leverage for sales success:

Meet deadlines. Anyone with tradeshow materials still en route to Rome (unless they’re inside a carry-on), might have issues. While big companies with deep pockets can stage multiple properties as back-ups, keeping pre-event deadlines is your key to success.

Most international shows call for advance warehouse deliveries more than 30 days ahead of the actual event.  Had your materials left 30+ days ago you would have comfortably avoided the recent Chicago-driven headaches.  Consistently avoid: 1) Shipping everything last-minute; 2) counting on your ability to carry it all on the plane.

Be proactive. Most of us have had moments at the departure gate awaiting news release clearance. But delays happen; CEOs go wandering. Sometimes even the best systems swallow news releases like antipasto in a trattoria.

If the executive ‘all-clear’ never arrives, what’s your plan?

The easiest way to get around a news black hole is having a product feature story at the ready. A back-pocket news item can be leveraged to fit almost any show. If you are swamped with other necessities, contact an RF marketing consultant familiar with the industry who can quickly deliver.

If your pipeline is totally dry, be honest with media briefed in advance. Make arrangements for a post-show follow-up. Don’t break pre-set appointments; talk with editors at the show to whet appetites.

Come prepared.  In our internet-driven world it’s easy to think high-speed data connections are ‘everywhere’ because we enjoy them at home. Let’s say you can grab a signal—will you have it consistently?  Remember that tech conferences attract thousands. Everyone has at least one bandwidth-hungry mobile device. Systems crash; Wi-Fi fails. What’s a marketer to do?

Carry back-ups of all critical brochures, press releases and briefing documents on handy flash drives and your laptop. Carry enough extra drives to deliver news the old-fashioned way in case sending it wirelessly isn’t possible.

Network. International events draw competitors, fellow travelers, partners and friends you haven’t met yet. Never be afraid to reach out if calamities descend. One of the great things about our industry is the fact many will help if you just ask politely and sincerely.  Booth materials stuck in customs? Contact the event show services on-site desk—it’ll cost, but a rental booth can materialize with 24 hours’ notice. Having a rental beats standing in an empty 1x3m ‘desert’ any day.

If your collateral is lost, check with reps; they may have a few copies to loan. Don’t overlook on-site business centers or a copy shop nearby. It’s costly, but when all else fails having copies can salvage your international investment. Get a badge scanner and coach booth staff to use it effectively.

Lemons into Lemonade. No booth. No brochures. No PR. No products. Now what?

In a worst case scenario of no show materials of any kind, the international marketer can find herself with just her wits, a passport and a credit card (if that). The key is making the most of what you do have.

Remember, this is Roma—a city with legendary resources. Furniture can be rented; check with show management and any reps who call the Eternal City home. Instead of the corporate branding testament you had planned, create an intimate setting with tables, chairs, lamps and a couch. Hire a rental espresso machine staffed by an eager barista who can fuel animated conversations with.

The 10-Second Take-Away:

Event visitors don’t know what you had planned so they won’t know if it’s different. Calamity gives you a wide open canvass. Be creative and leverage what you can before they shout, ‘Show’s Open!’