MEEC Chapter Five Exhibitions Definitions

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MEEC Chapter Five Exhibitions Definitions

  1. 1. MEEC Chapter Five Exhibitions
  2. 2. Definitions <ul><li>Tradeshow </li></ul><ul><ul><li>business-to-business event </li></ul></ul><ul><li>Trade Fair </li></ul><ul><ul><li>international term for tradeshow </li></ul></ul><ul><li>Exhibition </li></ul><ul><ul><li>inter-changeable term for tradeshow </li></ul></ul><ul><li>Consumer or Public show </li></ul><ul><ul><li>an exposition open to the public </li></ul></ul><ul><ul><li>admission may or may not be charged </li></ul></ul><ul><li>Exposition </li></ul><ul><ul><li>inter-changeable term for tradeshow </li></ul></ul><ul><ul><li>also known as Expo. </li></ul></ul>
  3. 3. Organization Programs Facilities Exhibit Management Company Exhibitors Association Attendees Exhibit Service Companies
  4. 4. Exhibition Management <ul><li>Site Selection </li></ul><ul><ul><li>Facility Size </li></ul></ul><ul><ul><li>Amenities – dining, telecommunications, etc. </li></ul></ul><ul><ul><li>Availability of service contractors </li></ul></ul><ul><ul><li>Preferences of exhibitors and attendees </li></ul></ul><ul><ul><li>Logistical considerations </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Lodging and Entertainment </li></ul></ul>
  5. 5. Exhibition Management <ul><li>Program Planning </li></ul><ul><ul><li>Educational and Entertainment programs </li></ul></ul><ul><ul><li>Availability of exhibitor programs </li></ul></ul><ul><ul><li>Special sections on trade show floor </li></ul></ul><ul><ul><li>Celebrity or industry-leader speaker </li></ul></ul><ul><ul><li>Meal programs </li></ul></ul><ul><ul><li>Continuing Education Units (CEUs) and industry certification programs </li></ul></ul><ul><ul><li>Spouse, guest and children programs </li></ul></ul><ul><ul><li>Internet access and e-mail centers </li></ul></ul>
  6. 6. Exhibition Service Contractor <ul><li>Provide products and services </li></ul><ul><ul><li>Freight handling </li></ul></ul><ul><ul><li>Sound, audio visual and lighting needs </li></ul></ul><ul><ul><li>Marketing services </li></ul></ul><ul><ul><li>Exhibit furniture, carpet, amenities </li></ul></ul><ul><ul><li>Telecommunications </li></ul></ul>
  7. 7. Exhibition Service Contractor <ul><li>Provide products and services </li></ul><ul><ul><li>Accessing utilities – electricity gas, water </li></ul></ul><ul><ul><li>Floor plan layout </li></ul></ul><ul><ul><li>Storing and warehousing materials Exhibits installation, maintenance and dismantling </li></ul></ul><ul><ul><li>Models, entertainers, additional exhibit staff </li></ul></ul>
  8. 8. Trade Show Prospectus <ul><li>Promotional material to inform potential </li></ul><ul><li>exhibitors of: </li></ul><ul><li>Dates and location of show </li></ul><ul><li>Past attendance figures </li></ul><ul><li>Floor rental space availability and price </li></ul><ul><li>A potential exhibitor should be able to make an </li></ul><ul><li>informed decision about participating in the </li></ul><ul><li>show based on the prospectus . </li></ul>
  9. 9. Exhibit Service Manual <ul><li>Prepared by both the service contractor and </li></ul><ul><li>management for exhibitors </li></ul><ul><li>Rules & Regulations </li></ul><ul><li>Marketing and/or sponsorship opportunities </li></ul><ul><li>Housing and hospitality information </li></ul><ul><li>Registration process and badges </li></ul><ul><li>Forms to order exhibit service contractors’ products and services </li></ul>
  10. 10. Exhibition Planning <ul><li>Location </li></ul><ul><ul><li>Same place year after year </li></ul></ul><ul><ul><ul><li>Negotiate good deals </li></ul></ul></ul><ul><ul><ul><li>Attendance is steady </li></ul></ul></ul><ul><ul><li>Move to various locations </li></ul></ul><ul><ul><ul><li>Attracts visitors, guests, spouses </li></ul></ul></ul><ul><ul><ul><li>Varies the local attendance base </li></ul></ul></ul><ul><ul><li>Rotation between specific cities </li></ul></ul><ul><ul><ul><li>Consistency in planning </li></ul></ul></ul><ul><ul><ul><li>Familiarity with variety </li></ul></ul></ul>
  11. 11. Exhibition Planning <ul><li>Marketing & Promotion </li></ul><ul><ul><li>Attendance of both exhibitors and attendees is key to success </li></ul></ul><ul><ul><li>Tradeshow Marketing </li></ul></ul><ul><ul><ul><li>Trade magazines, direct mail, telemarketing </li></ul></ul></ul><ul><ul><ul><li>Educational programming </li></ul></ul></ul><ul><ul><ul><li>Partnership with Exhibitors to attract attendees </li></ul></ul></ul><ul><ul><li>Public Show Marketing </li></ul></ul><ul><ul><ul><li>Local media advertisements </li></ul></ul></ul>
  12. 12. Exhibition Planning <ul><li>Technology </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><ul><li>On-line registration, interactive floor plans, housing and transportation arrangements, exhibitor listings, educational programming </li></ul></ul></ul><ul><ul><li>Lead Retrieval Systems </li></ul></ul><ul><ul><ul><li>Gather contact information on an exhibitor’s visitor </li></ul></ul></ul><ul><ul><li>CD/ROMs </li></ul></ul><ul><ul><ul><li>Exhibitor Product information </li></ul></ul></ul><ul><ul><ul><li>Educational materials </li></ul></ul></ul>
  13. 13. Exhibition Planning <ul><li>Housing </li></ul><ul><ul><li>Accessibility to Convention center </li></ul></ul><ul><ul><li>Affordability for exhibitors and attendees </li></ul></ul><ul><ul><li>Adequate accommodations </li></ul></ul><ul><li>Transportation </li></ul><ul><ul><li>Public (existing) - to and from airports </li></ul></ul><ul><ul><li>Private (contracted by show) – to and from hotels and convention centers </li></ul></ul>
  14. 14. Exhibition Planning <ul><li>Risk Management </li></ul><ul><ul><li>Provides procedures to identify potential risks </li></ul></ul><ul><ul><li>Quantifies each risk </li></ul></ul><ul><ul><li>Assesses each potential risk </li></ul></ul><ul><ul><li>Provides risk avoidance steps </li></ul></ul><ul><ul><li>Provides risk mitigation steps </li></ul></ul>
  15. 15. Exhibition Planning <ul><li>Crisis Management </li></ul><ul><ul><li>A Crisis poses a critical situation that may cause danger to someone else </li></ul></ul><ul><ul><li>Crisis Management Plans address prevention, control, procedures and reporting: </li></ul></ul><ul><ul><ul><li>Fires Food-borne illnesses </li></ul></ul></ul><ul><ul><ul><li>Demonstrations Bomb threats </li></ul></ul></ul><ul><ul><ul><li>Terrorism Natural disasters </li></ul></ul></ul><ul><ul><li>Appoint an on-site Crisis Management Team </li></ul></ul>
  16. 16. Why Companies Exhibit <ul><li>Branding their name in the industry </li></ul><ul><li>Annual presentation of product </li></ul><ul><li>New Product launch </li></ul><ul><li>Opportunities </li></ul><ul><ul><li>Meet with customers </li></ul></ul><ul><ul><li>Learn customers’ needs </li></ul></ul><ul><ul><li>Meet with trade media </li></ul></ul><ul><ul><li>Learn about industry changes and competitor products </li></ul></ul>
  17. 17. Exhibit Expenses <ul><li>Exhibit space rental </li></ul><ul><li>Service contractors </li></ul><ul><li>Freight charges </li></ul><ul><li>Exhibit design </li></ul><ul><li>Photography </li></ul><ul><li>Brochure printing / shipping </li></ul><ul><li>Promotional Items </li></ul>
  18. 18. Exhibitor Expenses <ul><li>Staffing Expenses </li></ul><ul><ul><li>Travel, hotel, meals </li></ul></ul><ul><ul><li>Personnel time for non-marketing personnel </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><li>Marketing Expenses </li></ul><ul><ul><li>Customer entertainment </li></ul></ul><ul><ul><li>Pre and Post show mailings </li></ul></ul>
  19. 19. Exhibitor Expenses <ul><li>Trade Show Leads vs. Non-Leads </li></ul><ul><li>  </li></ul><ul><li>It costs an exhibitor: </li></ul><ul><li>$1,117 to close a deal without exhibition lead </li></ul><ul><li>$625 to close a deal with exhibition lead </li></ul><ul><li>  </li></ul><ul><li>Source: CEIR Research Report SM17, 1999 </li></ul>
  20. 20. Exhibit Layout <ul><li>Exhibit Design Principles </li></ul><ul><ul><li>Determine objectives </li></ul></ul><ul><ul><li>Display rules and regulations (IAEM) </li></ul></ul><ul><ul><li>Location of space </li></ul></ul>
  21. 21. Exhibit Layout <ul><li>Exhibit Space </li></ul><ul><ul><li>Standard Booths </li></ul></ul><ul><ul><ul><li>10’ x 10’ (100 sq. ft.) or multiples </li></ul></ul></ul><ul><ul><ul><li>Perimeter </li></ul></ul></ul><ul><ul><ul><li>Inline </li></ul></ul></ul><ul><ul><ul><li>Corner </li></ul></ul></ul><ul><ul><li>Peninsula </li></ul></ul><ul><ul><li>Island </li></ul></ul>
  22. 22. Exhibitor Success <ul><li>Prior to the Show </li></ul><ul><ul><li>Logistics of material and booth shipment / arrival </li></ul></ul><ul><ul><li>Objectives for accomplishment </li></ul></ul><ul><li>During the Show </li></ul><ul><ul><li>Staff schedules </li></ul></ul><ul><ul><li>Product demonstrations </li></ul></ul><ul><ul><li>Coordinate with Exhibition Management and/or Service Contractor </li></ul></ul><ul><li>Post Show </li></ul><ul><ul><li>Lead follow-up </li></ul></ul>
  23. 23. Working the Exhibit <ul><li>Staff training </li></ul><ul><ul><li>Meet and greet </li></ul></ul><ul><ul><li>Qualifying a visitor </li></ul></ul><ul><ul><li>Lead retrieval </li></ul></ul><ul><ul><li>Product demonstrations </li></ul></ul><ul><ul><li>General behavior </li></ul></ul>
  24. 24. Exhibit Partners <ul><li>Working with Exhibition Management and Service Contractors </li></ul><ul><ul><li>Understand all contract requirements, deadlines and responsibilities </li></ul></ul><ul><ul><li>Consider additional marketing opportunities </li></ul></ul><ul><ul><ul><li>Sponsorships </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Promotional Items </li></ul></ul></ul>
  25. 25. Review <ul><li>Definitions </li></ul><ul><li>Organization structure </li></ul><ul><li>Exhibition management </li></ul><ul><li>Exhibition service contractor </li></ul><ul><li>Trade show prospectus and exhibitor manual </li></ul><ul><li>Exhibition planning </li></ul><ul><li>Why companies exhibit </li></ul><ul><li>Exhibit and staff expenses </li></ul><ul><li>Exhibit layout and design </li></ul><ul><li>Exhibitor success and partnerships </li></ul>

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