1. International exhibitions, technology and international events
Dr Alan Fyall – Module 10

2. Contents Exhibiting Abroad Planning Considerations
Essential Technological Applications
Audiovisuals

3. Exhibiting Abroad

4. Exhibiting Abroad A truly Global marketplace
Despite distances, still considered to be cost and time effective
Major exhibitions sold out years in advance
Significance of Hong Kong, Taipei, Shanghai, Tokyo, Singapore, Hamburg, Amsterdam, Berlin and Nice

6. Exhibiting Abroad
International exhibit contractors (also serve as fiscal agents)
“similar but different”
Labor laws, local customs, design codes, construction and operation of stands / booths
Hard-modular stands (increasing innovation and creativity)
Entertaining / hospitality in the exhibition
Custom built stands common (elevated flooring common)
Seating, storage and refreshments common
Stands organized / located by theme/region/product/service

10. Guidelines for Exhibiting Abroad
Increase lead times (planning, mailing and response)
Increase promotional budget (translation, printing, mailing)
Increase budget compared to domestic exhibitions
Double-check all competing dates
Selection of suitable freight forwarder
Double-check all taxes (especially VAT) and duties (i.e. gifts) and re- entry of materials (ATA Carnets)

11. Planning Considerations

12. Planning Considerations
Coordination of exhibit hours with the meeting program (as often conflict between the two)
Location / proximity of exhibition and meeting space (i.e. transit time required)
Need for overflow space?
Distinction made between delegates (and possible impact on visas)

13. Exhibit Prospectus
Date, location, nature of show, anticipated attendance and delegate demographics
Exhibitor eligibility
Marketing and Media planning
Exhibit hours and floor plans (i.e. dimensions, obstructions, utility access)
Utility availability

14. Exhibit Prospectus Shipping and freight forwarding information
Contract for space, fees, deposits, discounts, payment schedules, cancellation policies etc.
Price lists for all design / stands etc.
Installation times, rigging, dismantling etc.
Possible restrictions (i.e. municipality, security)

15. Exhibit Prospectus Registration procedures
Restrictions on signage and sound amplification
Security and insurance
Administrative procedures and functions

16. On-Site Expectations Familiarity of exhibit area critical
“Walk the hall” ….. know the competition, and identify prospects!
Very long exhibition days (and nights)
Impact on staffing
Exhibition attire and electronic “tagging”
Signage, language, announcements
Security more prominent than in US

17. Essential Technological Applications

19. Typical Application Flexible event and session registration
Accommodation and itinerary tracking
Speaker and exhibitor assignment
Conformation letters and mailing labels
High-quality name badges and signs
Delegate lists, session and event counts (multiple report production)
Budget and financial summaries

20. Web-Technology Wireless connectivity Caveats of Wi-Fi
Limited capacity
Security
Web-based conferencing

21. Audiovisuals

22. Audiovisuals Shipping versus international rentals Familiarity crucial
Stagehands, camera operators and projectionists
Room shape and size conducive to effective AV
Slide projection trays of different sizes
NTSC (Japan and North America), PAL (Europe, Australia, Africa and South East Asia) and SECAM (France, Germany, Russia and Middle East)

23. Questions
What are the key planning issues that you need to consider prior to exhibiting abroad?
International exhibitions have been described as “similar but different”. To what extent is this still true in an increasingly globalised world?
What are the principal event technologies that need to be considered when exhibiting abroad?

24. Questions Office: 219C Rosen College Tel: (407) 903 8808