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MEEC

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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MEEC

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  1. MEEC Chapter Five Exhibitions

  2. 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 • admission may or may not be charged • Exposition • Similar in meaning to a tradeshow • also known as Expo

  3. Organization of the Exhibition

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. Exhibition Planning • Marketing & Promotion (Continued) • Public Show Marketing • Local media advertisements • Trade publications • Requires significant expenses to reach wider potential audience

  13. 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

  14. 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

  15. 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

  16. Exhibition Planning • When Choosing Transportation, Consider the Firm’s: • Experience • Availability • Special Services • Insurance • Condition of Vehicles • Labor Contracts • Cost

  17. 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?

  18. 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

  19. 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

  20. 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

  21. Exhibit space rental Service contractors (personnel, travel, entertainment, etc.) Freight charges Exhibit design Photography Brochure printing/shipping Promotional items Training Post-show mailings Exhibit Expenses

  22. 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

  23. Exhibit Design Principles • Considerations: • Traffic patterns • Location of entrance • Food facilities • Restrooms • Location of industry leaders • Location of competitors

  24. 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

  25. 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

  26. 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

  27. 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

  28. 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

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