MEEC Chapter Five Exhibitions Definitions
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MEEC Chapter Five Exhibitions Definitions

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MEEC Chapter Five Exhibitions Definitions MEEC Chapter Five Exhibitions Definitions Presentation Transcript

  • MEEC Chapter Five Exhibitions
  • Definitions
    • Tradeshow
      • 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
      • inter-changeable term for tradeshow
      • also known as Expo.
  • Organization Programs Facilities Exhibit Management Company Exhibitors Association Attendees Exhibit Service Companies
  • 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
        • 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
      • 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
      • 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
        • 10’ x 10’ (100 sq. ft.) or multiples
        • Perimeter
        • Inline
        • Corner
      • Peninsula
      • Island
  • Exhibitor Success
    • Prior to the 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