MEEC
Chapter FiveExhibitions
Definitions Tradeshow
business-to-business event Trade Fair
international term for tradeshow Exhibition
inter-changeable term for tradeshow Consumer or Public show
an exposition open to the public admission may or may not be charged
Exposition inter-changeable term for tradeshow also known as Expo.
Organization
Exhibit ServiceCompanies
Attendees
Association
Exhibitors Exhibit ManagementCompany
Programs Facilities
Exhibition Management Site Selection
Facility Size Amenities – dining, telecommunications,
etc. Availability of service contractors Preferences of exhibitors and attendees Logistical considerations Cost Lodging and Entertainment
Exhibition Management Program Planning
Educational and Entertainment programs Availability of exhibitor programs Special sections on trade show floor Celebrity or industry-leader speaker Meal programs Continuing Education Units (CEUs) and
industry certification programs Spouse, guest and children programs Internet access and e-mail centers
Exhibition Service Contractor Provide products and services
Freight handling Sound, audio visual and lighting
needs Marketing services Exhibit furniture, carpet, amenities Telecommunications
Exhibition Service Contractor Provide products and services
Accessing utilities – electricity gas, water Floor plan layout Storing and warehousing materials
Exhibits installation, maintenance and dismantling
Models, entertainers, additional exhibit staff
Trade Show ProspectusPromotional material to inform potentialexhibitors of: Dates and location of show Past attendance figures Floor rental space availability and price
A potential exhibitor should be able to make an
informed decision about participating in theshow based on the prospectus.
Exhibit Service ManualPrepared by both the service contractor andmanagement for exhibitors Rules & Regulations Marketing and/or sponsorship opportunities Housing and hospitality information Registration process and badges Forms to order exhibit service contractors’
products and services
Exhibition Planning Location
Same place year after year Negotiate good deals Attendance is steady
Move to various locations Attracts visitors, guests, spouses Varies the local attendance base
Rotation between specific cities Consistency in planning Familiarity with variety
Exhibition Planning Marketing & Promotion
Attendance of both exhibitors and attendees is key to success
Tradeshow Marketing Trade magazines, direct mail, telemarketing Educational programming Partnership with Exhibitors to attract attendees
Public Show Marketing Local media advertisements
Exhibition Planning Technology
Internet On-line registration, interactive floor plans,
housing and transportation arrangements, exhibitor listings, educational programming
Lead Retrieval Systems Gather contact information on an exhibitor’s
visitor CD/ROMs
Exhibitor Product information Educational materials
Exhibition Planning Housing
Accessibility to Convention center Affordability for exhibitors and attendees Adequate accommodations
Transportation Public (existing) - to and from airports Private (contracted by show) – to and from
hotels and convention centers
Exhibition Planning Risk Management
Provides procedures to identify potential risks
Quantifies each risk Assesses each potential risk Provides risk avoidance steps Provides risk mitigation steps
Exhibition Planning Crisis Management
A Crisis poses a critical situation that may cause danger to someone else
Crisis Management Plans address prevention, control, procedures and reporting:
Fires Food-borne illnesses Demonstrations Bomb threats Terrorism Natural disasters
Appoint an on-site Crisis Management Team
Why Companies Exhibit
Branding their name in the industry Annual presentation of product New Product launch Opportunities
Meet with customers Learn customers’ needs Meet with trade media Learn about industry changes and competitor
products
Exhibit Expenses
Exhibit space rental Service contractors Freight charges Exhibit design Photography Brochure printing / shipping Promotional Items
Exhibitor Expenses
Staffing Expenses Travel, hotel, meals Personnel time for non-marketing personnel Training
Marketing Expenses Customer entertainment Pre and Post show mailings
Exhibitor Expenses
Trade Show Leads vs. Non-Leads
It costs an exhibitor: $1,117 to close a deal without exhibition
lead $625 to close a deal with exhibition lead Source: CEIR Research Report SM17, 1999
Exhibit Layout
Exhibit Design Principles Determine objectives Display rules and regulations (IAEM) Location of space
Exhibit Layout Exhibit Space
Standard Booths 10’ x 10’ (100 sq. ft.) or multiples Perimeter Inline Corner
Peninsula Island
Exhibitor Success Prior to the Show
Logistics of material and booth shipment / arrival
Objectives for accomplishment During the Show
Staff schedules Product demonstrations Coordinate with Exhibition Management and/or
Service Contractor Post Show
Lead follow-up
Working the Exhibit Staff training
Meet and greet Qualifying a visitor Lead retrieval Product demonstrations General behavior
Exhibit Partners Working with Exhibition Management and
Service Contractors Understand all contract requirements,
deadlines and responsibilities Consider additional marketing opportunities
Sponsorships Advertising Promotional Items
Review Definitions Organization structure Exhibition management Exhibition service contractor Trade show prospectus and exhibitor manual Exhibition planning Why companies exhibit Exhibit and staff expenses Exhibit layout and design Exhibitor success and partnerships