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MEEC. Chapter Five Exhibitions. Definitions. Tradeshow business-to-business event Trade Fair international term for tradeshow Exhibition interchangeable term for tradeshow Consumer or Public show an exposition open to the public, usually not restricted

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Chapter Five




  • Tradeshow

    • business-to-business event

  • Trade Fair

    • international term for tradeshow

  • Exhibition

    • interchangeable term for tradeshow

  • Consumer or Public show

    • an exposition open to the public, usually not restricted

    • admission may or may not be charged

  • Exposition

    • Similar in meaning to a tradeshow

    • also known as Expo

Organization of the exhibition

Organization of the Exhibition

Exhibition management

Exhibition Management

  • Site Selection Factors:

    • Facility Size

    • Amenities – dining, telecommunications, etc.

    • Availability of service contractors

    • Preferences of exhibitors and attendees

    • Logistical considerations: airline service and local transportation

    • Cost

    • Lodging and Entertainment

Exhibition management1

Exhibition Management

  • Program Planning

    • Educational and Entertainment programs

    • Exhibitor programs

    • Special sections for new exhibitors or technologies

    • Celebrity or industry-leading 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 esc

Exhibition Service Contractor (ESC)

  • Provides products and services to exhibition management company:

    • Freight handling

    • Sound and audio visual

    • Marketing services

    • Exhibit furniture, carpet, amenities

    • Telecommunications

    • Computer needs

Exhibition service contractor esc continued

Exhibition Service Contractor (ESC) - Continued

  • Provides products and services to exhibition management company:

    • Accessing utilities – electricity, gas, water

    • Floor plan layout

    • Storing and warehousing materials

    • Exhibits installation, maintenance, and dismantling

    • Models, entertainers, additional exhibit staff

Exhibit service manual

Exhibit Service Manual

Prepared by both the service contractor and

management for exhibitors and includes:

  • All details needed to plan and implement an exhibit program

  • Forms to order exhibit service contractors’ products and services

  • Rules and Regulations

  • Registration process and badges

Exhibition planning

Exhibition Planning

  • Location – Major effect on attendance

    • Same place year after year

      • Negotiate good deals

      • Attendance is steady

      • Typically for association meetings

    • Move to various locations

      • Attracts visitors, guests, spouses

      • Varies the local attendance base & allows new attendees

    • Rotation between specific cities

      • Consistency in planning

      • Familiarity with variety

Exhibition planning1

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 planning2

Exhibition Planning

  • Marketing & Promotion

    • Attendance of both exhibitors and attendees is key to success

    • Marketing to exhibitors – most common for trade magazines

    • Tradeshow Marketing to Attendees

      • Trade magazines, direct mail, telemarketing

      • Educational programming

      • Partnership with exhibitors to attract attendees

      • Free passes for customers

      • Exhibition sponsor for special event

Exhibition planning3

Exhibition Planning

  • Marketing & Promotion (Continued)

    • Public Show Marketing

      • Local media advertisements

      • Trade publications

      • Requires significant expenses to reach wider potential audience

Exhibition planning4

Exhibition Planning

  • Technology

    • Internet

      • Impact on marketing

      • Provides on-line registration, interactive floor plans, housing and transportation arrangements, exhibitor listings, review of educational programs

    • Lead Retrieval Systems

      • Gather all contact information in format usable on company computer

      • Save time with data entry

    • CD-ROMs

      • Promote campaign’s products

      • Exhibitor product information

      • Educational materials

Exhibition planning5

Exhibition Planning

  • Shipping and Storage

    • Over-the-road is the most common

    • Charges typically are per 100 lbs and based on distance

    • Extra time allowed for transit (cannot arrive late)

    • Must arrange for storage at destination

Exhibition planning6

Exhibition Planning

  • Housing and Transportation

    • Essential to success

    • Negotiating room blocks, airline, and car rentals

    • Sometimes outsourced to local firms

    • Expectation is that these services will be “transparent” to attendee

Exhibition planning7

Exhibition Planning

  • When Choosing Transportation, Consider the Firm’s:

    • Experience

    • Availability

    • Special Services

    • Insurance

    • Condition of Vehicles

    • Labor Contracts

    • Cost

Exhibition planning8

Exhibition Planning

  • When Choosing Hotels, Consider:

    • Are the facilities adequate?

    • Are the rates within budgets?

    • Is the hotel in close proximity to the trade show site?

    • Will transportation be available?

Exhibition planning9

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 planning10

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

      • Demonstrations

      • Terrorism

    • Appoint an on-site Crisis Management Team

  • Food-borne illnesses

  • Bomb threats

  • Natural disasters

Why companies exhibit

Why Companies Exhibit

  • Branding their name in the industry

  • Annual presentation of product

  • New product rollout

  • Opportunities

    • Meet with potential and existing customers

    • Learn customers’ needs

    • Meet with trade media

    • Learn about industry changes and trends, and competitors’ products

Exhibit expenses

Exhibit space rental

Service contractors (personnel, travel, entertainment, etc.)

Freight charges

Exhibit design


Brochure printing/shipping

Promotional items


Post-show mailings

Exhibit Expenses

Exhibit design principles

Exhibit Design Principles

  • Exhibit Design Principles

    • Selecting the right size and layout for your budget and purpose

    • Using proper signage, lighting, and personnel

    • Location of space

Exhibit design principles1

Exhibit Design Principles

  • Considerations:

    • Traffic patterns

    • Location of entrance

    • Food facilities

    • Restrooms

    • Location of industry leaders

    • Location of competitors

Exhibit design principles2

Exhibit Design Principles

  • Standard Booths

    • 10’ x 10’ (100 sq. ft.) or multiples

    • Inline

  • Peninsula – four or more standard booths back-to-back with an aisle on three sides

  • Island – four or more standard booths back-to-back with an aisle on four sides

Exhibitor success

Exhibitor Success

  • Prior to the Show

    • Plan that all material and shipments arrive on time

    • Establish objectives for accomplishment

  • During the Show

    • Staff schedules and individual’s roles

    • Product demonstrations

    • Coordinate with Exhibition Management and/or Service Contractor

  • Post Show

    • Lead follow-up

    • Monitor commitments made during show

Exhibit staff

Exhibit Staff

  • Most important part of exhibit

  • Staff must be trained to:

    • Meet and greet warmly

    • “Qualify” a visitor and ask the right questions

    • Conduct product demonstrations that focus attention on the main message

Exhibit partners

Exhibit Partners

  • Exhibition Management and Service Contractors

    • Develop a relationship with them

    • Understand all contract requirements, deadlines, and responsibilities

    • Consider additional marketing opportunities

      • General and special event sponsorships

      • Advertising in the show daily and directory

      • Promotional items



  • 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

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