1. Chapter Five Exhibitions
MEEC
Chapter Five
Exhibitions

2. Definitions Tradeshow Trade Fair Exhibition Consumer or Public show
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
also known as Expo.

3. Organization Association Exhibit Service Companies Attendees
Exhibitors
Exhibit Management
Company
Programs
Facilities

4. 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

5. 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 centers

6. Exhibition Service Contractor
Provide products and services
Freight handling
Sound, audio visual and lighting needs
Marketing services
Exhibit furniture, carpet, amenities
Telecommunications

7. 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

8. Trade Show Prospectus Promotional material to inform potential
exhibitors 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 the
show based on the prospectus.

9. Exhibit Service Manual
Prepared by both the service contractor and
management 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

10. 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

11. 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

12. Exhibition Planning Technology Internet Lead Retrieval Systems CD/ROMs
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

13. Exhibition Planning Housing Transportation
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

14. 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

15. 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

16. 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

17. Exhibit Expenses Exhibit space rental Service contractors
Freight charges
Exhibit design
Photography
Brochure printing / shipping
Promotional Items

18. Exhibitor Expenses Staffing Expenses Marketing Expenses
Travel, hotel, meals
Personnel time for non-marketing personnel
Training
Marketing Expenses
Customer entertainment
Pre and Post show mailings

19. 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

20. Exhibit Layout Exhibit Design Principles Determine objectives
Display rules and regulations (IAEM)
Location of space

21. Exhibit Layout Exhibit Space Standard Booths Peninsula Island
10’ x 10’ (100 sq. ft.) or multiples
Perimeter
Inline
Corner
Peninsula
Island

22. Exhibitor Success Prior to the Show During the Show Post 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

23. Working the Exhibit Staff training Meet and greet Qualifying a visitor
Lead retrieval
Product demonstrations
General behavior

24. Exhibit Partners
Working with Exhibition Management and Service Contractors
Understand all contract requirements, deadlines and responsibilities
Consider additional marketing opportunities
Sponsorships
Advertising
Promotional Items

25. 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