MEEC

1. MEEC Chapter Five Exhibitions

2. 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.

3. Organization

4. 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

5. 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

6. Exhibition Service Contractor • Provide products and services • Freight handling • Sound, audio visual and lighting needs • Marketing services • Exhibit furniture, carpet, amenities • Telecommunications

7. 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

8. 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.

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. Exhibit space rental Service contractors Freight charges Exhibit design Photography Brochure printing / shipping Promotional Items Exhibit Expenses

18. Exhibitor Expenses • Staffing Expenses • Travel, hotel, meals • Personnel time for non-marketing personnel • Training • Marketing Expenses • Customer entertainment • Pre and Post show mailings

19. 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

20. Exhibit Layout • Exhibit Design Principles • Determine objectives • Display rules and regulations (IAEM) • Location of space

21. Exhibit Layout • Exhibit Space • Standard Booths • 10’ x 10’ (100 sq. ft.) or multiples • Perimeter • Inline • Corner • Peninsula • Island

22. 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

23. Working the Exhibit • Staff training • Meet and greet • Qualifying a visitor • Lead retrieval • Product demonstrations • General behavior

24. Exhibit Partners • Working with Exhibition Management and Service Contractors • Understand all contract requirements, deadlines and responsibilities • Consider additional marketing opportunities • Sponsorships • Advertising • Promotional Items

25. 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