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