NEXUS-EUROPE brings to Germany a Russian recipe for exhibition success.

BERLIN (SANEPR.com) February 20, 2009 -- Companies throughout Europe that participate at exhibitions in Moscow are getting some valuable assistance. For six years NEXUS has offered a variety of support staff and services to exhibit participants from its office in Russia. From this success NEXUS-EUROPE GmbH was launched in Germany to provide the same quality services from a more centralized location, and companies across the European Union have been discovering the benefits ever since.

“Exhibitions in Moscow are a very valuable tool for any company looking to expand into the fertile Russian market,” says NEXUS-EUROPE managing director Dr. Svetlana Mamkina. “But it is not enough to just show up for a few days and expect good things to follow. The trade exhibition is a piece of a larger puzzle. It needs to be properly planned to be successful.”

Puzzle would seem to be the ideal choice of word. Exhibit venues are large and confusing spaces, and it is easy for an exhibitor to become lost from view. “From the beginning it has been our primary concern to secure for our clients a location with high visibility,” Mamkina says. “This is a point of pride for me. After all, if the exhibit visitor cannot find you, where is the benefit?”

Equally puzzling is trying to understand, and be understood amongst the buffet of languages present. “I feel confident to say that we have the finest group of interpreters for exhibition in Moscow,” says Mamkina. “Their mastery of the spoken language is exceptional, but I have always felt it to be equally important that our interpreters have the same level of expertise to read, write and translate written materials.” In fact, NEXUS has on many occasions translated, and even facilitated printing of company and product brochures. “It is becoming popular for other organizers to hire exhibition interpreters in Russia and then turn around and sell them to their customers at double the price. I don’t condone this practice.” Condone it she does not. NEXUS interpreters for exhibition in Moscow are available for the same €100-120 daily rate as they always have been, not the
€ 235 others are charging. “It is unconscionable behavior,” Mamkina chides, “especially during these difficult times.”

Dr. Mamkina also has NEXUS-EUROPE personnel working diligently for their clients both before and after the exhibition takes place. Part of the planning that she speaks about is the preparation for exhibition that she feels is too often ignored by participating companies. “Strategy making and market research are critical before attending an exhibition,” Mamkina notes. “You have to identify where you fit in the marketplace, and who will benefit from your product or service. Then you need to make these people aware that you exist.” It sounds simple, but it is not. Russia is a diverse country with an equally diverse culture and mentality. Dr. Mamkina’s staff, which to many would appear more like a think tank, has an insiders knowledge of this mentality. Together with the vast resources they have acquired through their years of experience, the NEXUS staff prepare a market strategy and schedules meetings with the people who will be most receptive to their clients. “We leave nothing to chance,” says Mamkina with pride.

Also largely forgotten is the necessity to receive from Russia product certification and a certificate of conformity. Without this, no product can enter Russia for sale or distribution. “Even after your product has been exhibited and buyers or distributors have been found, the battle is not yet won,” Mamkina informs. “Product certification in Russia, and certificate of conformity, are already very difficult bridges to cross for Russians. For foreigners it can be a nightmare.” Nightmare is right. There are sometimes more than one hundred tests that must be performed under controlled government supervision to earn product certification and a certificate of conformity. This can seem to be an endless and expensive process without certainty of a positive result. “I am very proud that we have assembled a team that makes this process understandable and, most importantly, swift.”

“When I started this business six years ago,” Mamkina says, “it was my intention to provide every service imaginable to assist foreign companies to come to exhibition in Moscow. I believe the free flow of products and services benefits both the companies and Russians alike.” To that end NEXUS even assists with hotel accommodations and transportation for their clients to and from the exhibition venue. Mamkina says, “I want my clients to be able to get everything they need in one place. That is my mission.”

It appears that the mission is accomplished.

© 2009
Nexus-Europe GmbH
http://www.nexus-gmbh.biz