Chapter Five Exhibitions MEEC Chapter Five Exhibitions

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.

Organization Association Exhibit Service Companies Attendees Exhibitors Exhibit Management Company 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 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.

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

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 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

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

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 Marketing 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 Peninsula Island 10’ x 10’ (100 sq. ft.) or multiples Perimeter Inline Corner Peninsula Island

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

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