2. TLH219
M.I.C.E
Exhibition Management
What is Exhibition?
A trade show is typically a business-to-business event. The exhibitor is
usually a manufacturer or distributor of products or services specific or
complementary to those industries.
Educational programs may or may not be a part of the trade show
program, although in recent years educational programs have expanded as
a method of attracting attendees.
Usually, trade show are annual events, although some occur more
frequently and others less frequently.
3. TLH219
M.I.C.E
Exhibition Management
What is Exhibition?
Consumer or public shows are expositions that are open to the public. This
type of show is used by a consumer-based industry to bring their goods
directly to their market’s end user.
Show management may or may not charge an admission fee, and
attendance is usually not restricted. Following are some types of
consumer shows:
• Automobile shows
• Computer-related shows
• Garden and home maintenance shows
• Recreation shows
• Sporting goods shows
• Travel destination shows
4. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Model
Exhibition
Management Company
/ Show Organizers
Exhibitors
Association
Exhibition
service
contractors
Attendees
Facilities
Programs
5. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Facilities
From small regional facilities to mega-convention centers located in major
cities, regions have understood the benefits of attracting trade shows and
conventions to their area.
The trade show organizer must take into account a number of factors in
selecting the correct facility. These include:
• Facility size or amenities
• Availability of service contractors
• Preferences of exhibitors
• Preferences of attendees
• Logistical considerations
• Cost
• Lodging and entertainment resources
6. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Programs
The trade show management company must consider the types of
programs offered in addition to the trade show itself.
Programs to consider include the following:
• Educational programs
• Entertainment programs
• Exhibitors programs
• Special sections for emerging companies
• Celebrity or industry-leading speakers
• Meal programs
• Spouse and children programs
• Internet access and e-mail centers
7. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Service Contractor (ESC)
An exhibition service contractor (ESC) provides products and services to
the exhibition management company and exhibitors.
Here are some types of services that exhibition service contractors
provide:
• Freight handling
• Sound and audiovisual needs
• Marketing services
• Special lighting installations
• Arrangements for exhibit furniture, carpet, and amenities
• Telecommunications needs
• Computer needs
8. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Service Contractor (ESC)
• Access to electrical, gas, and water resources
• Floor plan layout
• Storage and warehousing of materials
• Installation, maintenance, and dismantling of exhibits
• Provision of models, entertainers, and additional exhibit staff
Arranging and managing these services for a large show can be quite
complex for the exhibition management company and exhibitors.
This provides organizers and exhibitors a level of comfort in relying on
service contractors to take care of problems that arise with organizing a
successful trade show.
9. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Location
Suitable location has a major effect on
attendance. Thus, a balance must be
attained between location cost and
the ideal attendance level.
Why many organizations will conduct
annual meetings and trade shows stay
in the same city year after year?
However, other organizations or
exhibition management companies
prefer to move their trade shows from
city to city each year, and this strategy
also help attract visitors.
10. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Shipping and Storage
Once the location is chosen, the booths and other trade show materials
need to be transported to the site.
Air freight and over-the-road freight by truck is the most common.
The exhibitor must arrange
for temporary storage of the
materials at the destination
prior to the move-in date for
the trade show or
exhibition.
11. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Marketing and Promotion
Exhibition planners must pay
serious attention to marketing and
promotion programs that will fill
their exhibition hall with both
exhibitors and attendees.
Most common form of marketing
to potential exhibitors is
advertising in trade publications.
What marketing and promotion
tools was effective?
12. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Technology
Advances in technology have made
trade show and exhibition
management, as well as the
exhibition itself, easier and more
productive.
Is it Internet has a great impact on
how trade shows and exhibitions?
Many companies now give visitors
inexpensive CD-ROMs instead of
bulky brochures.
13. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Housing and Transportation
Housing and transportation are essential elements to the success of any
trade show. A large part of any organizer’s time is pent negotiating room
blocks in the host city and airline and car rental discounts for attendees
and exhibitors.
Additionally, the largest trade shows often require dedicated local ground
transportation to assist visitors and exhibitors in getting from their hotels
to the trade show site.
14. TLH219
M.I.C.E
Exhibition Management
Risk Management and Crisis Management
Organizing a trade show or exhibition is a risky business, and is exhibiting
at the trade show. If things are not done right, the trade show can become
a colossal failure.
A risk management plan does the following:
• Provides the procedures for identifying potential risks
• Quantifies each risk to determine the effect it would have if it
occurs
• Assesses each risk to determine which risks to ignore, which to
avoid, and which to mitigate
• Provides risk avoidance steps to prevent the risk from occurring
• Provides risk mitigation steps to minimize potential costs if the risk
occurs
15. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
If exhibitors were not successful from a business perspective, trade shows
and exhibitors would not exist.
Companies invest a significant portion of their marketing budget in trade
show appearances and must see a positive return on their investment.
16. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
It is important for a company to know why it is exhibiting and analysis of
the potential reasons is a major part of planning for the trade show.
Some of the reasons that companies participate in a trade show or
exhibition include the following:
Why Exhibit?
• Branding of their name in the industry
• Annual presentation of products to industry analysts
• New product rollout
• Opportunities to meet with potential and existing customers
• Chances to learn about customer needs
• Occasions to meet with trade media
• Opportunities to learn about changes in industry trends
17. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
It is important for a company exhibit analyzes its return on investment
(ROI).
When calculating ROI establish all the expenses that are a part of the
trade show. Typically expenses include:
Why Exhibit?
• Space rental
• Service contractor services (electrical, computer. Etc.)
• Personnel travel (including hotels and meals)
• Customer entertainment
• Freight charges
• Promotional items
• Brochure printing and shipment
18. TLH219
M.I.C.E
Exhibition Management
Discussion
1. What is the difference between a typical trade show
and a public show?
2. What kinds of additional marketing opportunities
do management companies typically offer?
3. Why is risk management important to a exhibition
management company?
