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Chapter Five Exhibitions

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Presentation on theme: "Chapter Five Exhibitions"— Presentation transcript:

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

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