The document defines and discusses trade shows and exhibitions. It begins by outlining the history of trade fairs and exhibitions from the Middle Ages to the 20th century. It then provides definitions of key terms like trade show, exhibitor, and consumer show. It discusses the organization of exhibitions, including the roles of exhibition management companies, exhibitors, facilities, programs, and exhibition service contractors. Finally, it covers topics like exhibition planning, marketing, technology, risk management, and exhibit design principles.

1. CHAPTER 4
EXHIBITION

2. History
Middle Ages :
• Trade fairs began in Europe
• Craftmen & farmers bringing their
products to town to meet customers
1800 :
• Buyer-seller format was termed as
exhibition in large city
Mid twentieth :
• Industry grown & held with annual
meetings

3. Definition
• Trade show is a business-to-business
event
• Exhibitor: manufacturer/distributor
of products/service
• Attendance is restricted to buyers
from the industry
• Business credentials required
registration

4. Definition
• Education program: may or not be a
part of the event
• Sponsorship/management of trade
show either under the auspices of a
trade association or under the
sponsorship management company
• Some trade show intended to be
profit making

5. Definition
• Annual events
• Some frequent and other less
• Regional trade show smaller than
regular national or international
event
• Trade fair terms interchanged to
trade show
• Historical definition : exhibition

6. Definition
• Consumer/public show :exposition
which is open to the public
• Consumer/public show : used by a
consumer based industry to bring
their goods directly to the end user
market
• May or not charge an admission fee
& attendance is usually not restricted

7. Definition
• Some types of consumer show:
Automobile shows
Computer related shows
Garden & home maintenance shows
Recreational shows
Sporting goods shows
Travel destination shows

8. ORGANIZATION OF THE
EXHIBITION

9. Exhibition Model
Exhibition
management
Company/Show
Organizers
Exhibitors
FacilitiesPrograms
Attendances
Associations
Exhibition service
contractors

10. Exhibition Model
• Organizer ( exhibition management
company) is the centre
• Can be separate company organizing
the trade show as a profit-making
venture
• Responsible for all aspects of the
trade show
• Responsible for implementing the
show, marketing to buyers & seller &

11. Exhibition Model
• Gathering together all the resources
needed
• Buyers : attendees
• Seller : exhibitors
• Service contactor : supply personnel,
materials & services to the organizer,
buyers & sellers

12. Exhibition Model
• Facilities: small hotels with
conference centers to mega
convention centers
• Facilities : lodging & entertainment
facilities are used by exhibitors &
visitors

13. Factors in selecting the correct
facilities
• Facility size
• Facility amenities
• Availability of service contractors
• Preferences of exhibitors
• Preferences of attendees
• Logistical considerations
• Cost
• Lodging & entertainment resources

14. Programs
• Educational
• Entertainment
• Exhibitor
• Special sections
• Celebrity/ industry leading speakers
• Meal program
• Continuing education units/
certifications for educational
programs

15. Programs
• Spouse & children
• Internet access & e-mail centers

16. EXHIBITION SERVICE
CONTRACTOR (ESC)

17. ECS
• Provide exhibitors with a list of
authorized service contractors
• Types of services provided :
Freight handling
Sound & audiovisual needs
Marketing services
Special lighting installations
Telecommunications needs

18. ECS
Computer needs
Access to electrical, gas & water resources
Arrangements for exhibit furniture, carpet &
amenities
Floor plan layout
Storage & warehousing of materials
Installations, maintenance & dismantling of
exhibits
Provision of models, entertainers &
additional exhibit staff

19. EXHIBITION PLANNING

20. Location
• Planner consider before deciding the
location
• Many organizations will conduct
annual meetings & trade shows in
the same city every year
• Reason : can negotiate the best
agreements with local convention &
hotel & retain number of attendance

21. Location
• Other organizations or exhibition
management company prefer to
move their trade shows to help
attract visitors
• Organizations or exhibition
management company often survey
their membership or potential
attendees to assess their preferences
on location.

22. Shipping & Storage
• The booths & other trade show
materials need to transported to the
site
• Transportation charges are based on
the distance
• Extra time allowed for transit
• Exhibitor must arrange for temporary
storage of the materials at the
destination

23. Marketing & Promotion
• Common form of marketing is
advertising in trade publications
• Attendance is key of success
• Trouble in marketing such as hall full,
waiting list of exhibitors
• Trade shows no in competition for
exhibitors

24. Marketing & Promotion
• Exhibition management companies
working to retain existing exhibitors
& attract new
• Exhibitors want to invest in a trade
show/exhibition because of the
attendance
• Primary responsibility of exhibition
management company to target &
market right audience

25. Marketing & Promotion
• Done through direct mail &
advertising in trade publication
• Management companies must
provide programs
• Educational programs are provided
as incentive
• Contests, gifts, discount programs &
other tools to attract visitors.

26. Marketing & Promotion
• Attendances given free passes to the
trade show
• Exhibitors encouraged to sponsor &
conduct special events & to promote
• Public exhibition as promotion to be
successful
• Advertisements may offer discounts
for purchase early tickets

27. Marketing & Promotion
• Weather is another factor which
affect the attendances.

28. Technology
• Internet : most shows have websites
for online register for customers,
view exhibitors lists, review
education programs & make travel
arrangements online
• Systems :enable the exhibit staffs to
use credit card and get information
in a format on the computer system

29. Technology
• Technology :used in promoting. CD-
ROMs provided instead of brochures.
More information & elaboration
presentation provided.

30. Housing & Transportation
• Large part of organizers is to
negotiating rooms and transportation
discounts for attendees & exhibitors.
• Largest trade shows require
dedicated local ground transportation
to assist visitors & exhibitors

31. RISK MANAGEMENT &
CRISIS MANAGEMENT

32. Risk Management Plan
• Provides procedures for identifying
tasks
• Quantifies risk to determine the
effect
• Assesses risk to determine which to
ignore, avoid & mitigate
• Provide risk avoidance steps to
prevent risk from occurring
• Provide risk mitigate steps to
minimize costs if risks occur

33. Crisis Management
• Poses a critical situation that may
cause danger to visitors or
exhibitors.
• Should have crisis management plan
• Should address types of emergency
situations such as fire, food-borne
illnesses, demostrations, bomb
treats, terrorism & natural disasters
• Should contain all the procedures

34. Exhibitors Perspective
• Why exhibit?
Branding their name
Annual presentation
New product
Opportunities to meet customers
Chance to learn about customer needs
Occasions to meet with trade media
Opportunities to learn about changes in
trends & competitors products.

35. Exhibitors Perspective
• Calculating return on investment
(ROI) – Expenses :
Space rental
Service contractor services (electrical,
computer, etc)
Personnel travel (incl hotel & meals)
Customer entertainment
Preshow mailings
Freight charges
Photography
Brochure printing & shipment

36. Exhibitors Perspective
• Calculating return on investment
(ROI) – Expenses :
Promotional items
Training
Post show mailings
• Determine revenue from trade show
is to set a time limit on business
• Formula ROI : revenue - expenses

37. EXHIBIT DESIGN
PRINCIPLES

38. Selecting Space
• Consideration :
Traffic patterns in the exhibit hall
Location of entrance
Food facilities & restroom
Location of industry leaders
Location of competitors

39. Selecting Space
• Floor plan based on :
Standard booth: set up side by side and
back to back
In line exhibit : using multiple standard
booths
Islands booth : by grouping standard booths
together into blocks of 4,9, or larger
configuration
Peninsular booth : made up of 4 or more
standard booths back to back with aisles on
3 sides