Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed. © 2008 Pearson Education, Upper Saddle River, NJ All rights reserved MEEC Chapter Five Exhibitions

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Definitions Tradeshow business-to-business event Trade Fair international term for tradeshow Exhibition interchangeable term for tradeshow Consumer or Public show an exposition open to the public, usually not restricted admission may or may not be charged Exposition Similar in meaning to a tradeshow also known as Expo

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Organization of the Exhibition Exhibit Service Contractors Attendees Association ExhibitorsExhibit Management Company / Show Organizer ProgramsFacilities

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Management Site Selection Factors: Facility Size Amenities – dining, telecommunications, etc. Availability of service contractors Preferences of exhibitors and attendees Logistical considerations: airline service and local transportation Cost Lodging and Entertainment

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Management Program Planning Educational and Entertainment programs Exhibitor programs Special sections for new exhibitors or technologies Celebrity or industry-leading speaker Meal programs Continuing Education Units (CEUs) and industry certification programs Spouse, guest, and children programs Internet access and centers

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Service Contractor (ESC) Provides products and services to exhibition management company: Freight handling Sound and audio visual Marketing services Exhibit furniture, carpet, amenities Telecommunications Computer needs

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Service Contractor (ESC) - Continued Provides products and services to exhibition management company: Accessing utilities – electricity, gas, water Floor plan layout Storing and warehousing materials Exhibits installation, maintenance, and dismantling Models, entertainers, additional exhibit staff

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Service Manual Prepared by both the service contractor and management for exhibitors and includes: All details needed to plan and implement an exhibit program Forms to order exhibit service contractors’ products and services Rules and Regulations Registration process and badges

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning Location – Major effect on attendance Same place year after year Negotiate good deals Attendance is steady Typically for association meetings Move to various locations Attracts visitors, guests, spouses Varies the local attendance base & allows new attendees Rotation between specific cities Consistency in planning Familiarity with variety

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved 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

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning Marketing & Promotion Attendance of both exhibitors and attendees is key to success Marketing to exhibitors – most common for trade magazines Tradeshow Marketing to Attendees Trade magazines, direct mail, telemarketing Educational programming Partnership with exhibitors to attract attendees Free passes for customers Exhibition sponsor for special event

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning  Marketing & Promotion (Continued) Public Show Marketing Local media advertisements Trade publications Requires significant expenses to reach wider potential audience

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning Technology Internet Impact on marketing Provides on-line registration, interactive floor plans, housing and transportation arrangements, exhibitor listings, review of educational programs Lead Retrieval Systems Gather all contact information in format usable on company computer Save time with data entry CD-ROMs Promote campaign’s products Exhibitor product information Educational materials

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning Shipping and Storage Over-the-road is the most common Charges typically are per 100 lbs and based on distance Extra time allowed for transit (cannot arrive late) Must arrange for storage at destination

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning Housing and Transportation Essential to success Negotiating room blocks, airline, and car rentals Sometimes outsourced to local firms Expectation is that these services will be “transparent” to attendee

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning When Choosing Transportation, Consider the Firm’s: Experience Availability Special Services Insurance Condition of Vehicles Labor Contracts Cost

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibition Planning When Choosing Hotels, Consider: Are the facilities adequate? Are the rates within budgets? Is the hotel in close proximity to the trade show site? Will transportation be available?

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved 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

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved 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 Demonstrations Terrorism Appoint an on-site Crisis Management Team  Food-borne illnesses  Bomb threats  Natural disasters

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Why Companies Exhibit Branding their name in the industry Annual presentation of product New product rollout Opportunities Meet with potential and existing customers Learn customers’ needs Meet with trade media Learn about industry changes and trends, and competitors’ products

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Expenses Exhibit space rental Service contractors (personnel, travel, entertainment, etc.) Freight charges Exhibit design Photography Brochure printing/shipping Promotional items Training Post-show mailings

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Design Principles Selecting the right size and layout for your budget and purpose Using proper signage, lighting, and personnel Location of space

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Design Principles Considerations: Traffic patterns Location of entrance Food facilities Restrooms Location of industry leaders Location of competitors

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Design Principles Standard Booths 10’ x 10’ (100 sq. ft.) or multiples Inline Peninsula – four or more standard booths back-to-back with an aisle on three sides Island – four or more standard booths back-to-back with an aisle on four sides

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibitor Success Prior to the Show Plan that all material and shipments arrive on time Establish objectives for accomplishment During the Show Staff schedules and individual’s roles Product demonstrations Coordinate with Exhibition Management and/or Service Contractor Post Show Lead follow-up Monitor commitments made during show

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Staff Most important part of exhibit Staff must be trained to: Meet and greet warmly “Qualify” a visitor and ask the right questions Conduct product demonstrations that focus attention on the main message

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved Exhibit Partners Exhibition Management and Service Contractors Develop a relationship with them Understand all contract requirements, deadlines, and responsibilities Consider additional marketing opportunities General and special event sponsorships Advertising in the show daily and directory Promotional items

Fenich: Meetings, Expositions, Events & Conventions, 2 nd ed.© 2008 Pearson Education, Upper Saddle River, NJ All rights reserved 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