Exhibition Project Management Dr Olga Burukina NRU Higher School of Economics Moscow, 2014

Course Outline 1. Reasons for Exhibiting 2. Exhibition management – outline 3. Exhibition planning 4. Exhibition management tools

Course Objectives Getting acknowledged with the best- developed creative industry (from PM’s viewpoint); Widening your expertise; Improving cultural managers’ skills to run exhibition management projects; Develop a network of exhibition managers

Reasons why companies exhibit To sell a product from the stand. To find distributors or resellers. To meet new clients. To meet existing clients. To make appointments in the future. To give out samples. To increase brand awareness. To find potential investors. To launch a new product. To conduct market research.

Reasons’ effects The reasons for attending an exhibition have a dramatic effect on – the exhibition stand size, design, layout, position within the hall and final budget.

Exhibitors’ Objectives To sell 100 products during the show. To find 100 distributors or resellers. To make 100 demonstrations. To present your services to 100 attendees. To meet 100 new clients. To meet 100 existing clients. To make 100 appointments in the future. To give out 100 samples. To give out 100 marketing packs. To get marketing feed back from 100 potential clients.

Exhibitor’s budget plan Costs Exhibition space £1000 Exhibition stand £1500 Exhibition graphics £500 Brochures, handouts and giveaways £2000 Hotels and expenses £500 Manning time (3 days x £250) £750 Total Costs £6250

Exhibition Space Types Shell Schemes are predefined areas where the organisers provide a basic package of walling, lighting, carpet and possibly an electrical socket. Generally they are for the smaller exhibitors and their size is measured in metres in Europe and feet in the USA. (In America a shell scheme is called a booth where they use pole and drape.) Shell schemes are easily identified on the hall plan. They normally occupy the perimeter of the halls, side by side, and can be 2m x 2m, 2m x 3m, 3m x 3m or combinations. They all have the same height of about 2.4m. Some come with a fascia panel with the stand number and company name included in the package. Others have casement ceilings, steel lattice work or no ceiling at all. The walls are made from individual panels and can are generally covered in a Velcro friendly material for applying graphics.

Exhibition Space Types (2) Space only exhibition sites are generally cheaper than shell schemes since the costs cover only the designated space marked on the exhibition hall floor with either chalk or tape. Every thing else must be supplied including the carpet and platform. A space only stand can be open two sides, three sides or be an island site open on all four sides. Generally with space only sites a build height up to 4m is permitted. (Check with the exhibition organisers for specific show and venue restrictions). Some exhibition venues do allow stands to go higher up to 6m or even 8m subject to local planning authority and health and safety rules. Stands of this height (especially double decker stands) would require structural calculations to be carried out.

Shell Schemes vs. Space Only

Exhibition Company’s Services

Exhibition Company’s Evaluation

General Evaluation Results

Exhibition Company’s Expertise

Handy Solution for Exhibitors

Organizing an Exhibition / Event

Exhibition PM Guidelines

Project Timeline

General Exhibition Timeline

Exhibition / Event Processes

Exhibition / Event Processes – 1

Exhibition / Event Processes – 2

Exhibition / Event Processes – 3

Exhibition / Event Processes – 4

Exhibition / Event Processes – 5

Exhibition / Event Processes – 6

Exhibition / Event Processes – 7

Exhibition / Event Processes – 8

Exhibition / Event Processes – 9

Exhibition PM Soft

Exhibition Project Manager’s Tools

Exhibition Project Managers’ Tools

Exhibition / Gallery Soft

Exhibition PM Start – Sample

References Tips on exhibiting. URL: /03/15/tips-on-exhibiting/ 5 Steps to Planning a Successful Trade Show. URL: successful-trade-show-part-1/ Exhibiting and Stand Options. URL: options.htm#.U5f6b_L9bcs Event Management Plan. URL: nbseegars/event-management-plan-april-2012-revised-v2 Smartsheet. URL:

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