Conference Management & Event Planning

1. Conference Management &Event Planning Convention Operations & Tradeshows

2. Learning Objectives • Understand the different types of exhibitions • Be able to select the appropriate venue for a tradeshow • Determine space rental fees • Determine space needs • Identify various booth types

3. Module Overview • The convention center site visit, along with the elements discussed in this module, will allow the students to explore the workings of today’s convention centers: • Management • Sales/Bookings • Pricing • Operations

4. Background & Rationale Because of innovation and changes in technology, economics, globalization, politics, etc., convention centers have multiplied and made drastic changes in order to operate more effectively and efficiently

5. Key Terminology • Tradeshow • Exposition • Exhibition • Fire Marshal • Perimeter Booth • Peninsula Booth • Island Booth • Consumer Show

6. M + TS = C • Meeting plus Tradeshow = Convention Exhibit Entertainment

7. Exhibition • Exposition • Tradeshow

8. Exhibitions •  Trade Show • Trade only • Closed to the public • Fill hotel rooms • Consumer Show • Open to the public for fee • Local market • Boat Show • RV Show • Home & Garden Show • Flower Show MGM Mirage Booth

9. Expositions • A temporary, time-sensitive marketplace organized by an individual or corporation, where buyer and seller interact for the express purpose of purchasing displayed goods or services, either at the time of presentation or at a future date Lounge in Center of Aisle

10. Exhibitions allow exhibitors to meet face-to-face with prospective clients, suppliers, distributors, and competitors

11. Exhibitions • Also called Trade Fairs • Ancient roots in fairs and marketplaces • Rarely discussed in Marketing classes • Best method of selling products Show Floor Lounge

12. Budget Breakdown for Exhibits

13. Exhibition Basics • Planning and organization of a three-day exposition or tradeshow may take a show staff a full year or more to execute Twitter Lounge

14. Booths may be as simple as a tabletop display or utilize dramatic effects and cost millions of dollars

15. Exhibition Basics • For the cost of the booth, the exhibitor expects the show organizer to advertise and promote the show.  • The exhibitor expects an audience large enough so the sales and leads (potential customers) generated at the show will cover the cost of their participation in the show • Return on Investment or ROI • Attendees are the ultimate reason for exhibitors to exhibit. • "Qualified buyers" are serious business people and want to conduct business

16. Exhibitor Benefits • Reach influencers and decision makers • Generate new high quality leads • Showcase products and services to potential buyers • Increase federal sales • Forge powerful relationships • Meet your customers and competitors face-to-face • Get in front of a highly targeted, difficult to reach audience

17. Exhibitor Benefits (cont.) • Enhance your company’s brand, image and visibility • Receive attendee contact information (limitations apply) • Educate target customers and prospects • Gain valuable input and feedback from customers • Improve the effectiveness and efficiency of your sales and marketing • Launch new products • State your position in the marketplace

18. In the U.S.: • Most organized by associations • Meeting facilities provide space only, do not create shows • Most convention centers are publicly owned • Internationally, more involvement by the convention center to create shows

19. Targeting • Most shows are industry  specific • Vertical Show: Narrow focus • Digital Camera Expo • Horizontal Show: Broad focus • Consumer Electronics Show

20. Timing • • Condition buyers to purchase at specific times • • Need time to manufacture the goods • Holiday season buying done in January • Instantaneous product launches

21. Selling Environment • Hands on approach • Comparison shop exhibitors • Gather product information • New products

22. Cost Efficiency • For both exhibitor and attendee • Savings of almost 50% • Salesmen on the road all year • Travel expenses • Sporadic ordering

23. Long Life Span • Visual medium • Hands-on • Lasting impression • Printed materials are used as reference • Show guides • Virtual show 24/7/365

24. Selecting an Exhibition Facility • What is an “ideal” venue? • Types of facilities to consider • Public Convention Center • Private Convention Center • Hotel Ballroom • Stadiums and Arenas • Other Venues

25. Factors • Square footage available at facility • Floor plan and facility architecture • Freight access • Loading docks • Freight elevators • Doorways (size and placement) • Floor load capacity • Move-in and move-out availability

26. Determining Space Needs • Formula for projecting gross square footage • Number and size of booths • Percentage increase or decrease projected • Organization’s space needs • Registration area • Aisle space

27. Determine Space Rental Fees • Considerations • Per day rate or entire term? • Move-in and move-out days additional? • Cancellation clauses and compensation? • Rental rate inclusions and exclusions? • Payments and deposit schedule?

28. Rules & Regulations • Fire regulations • Fire marshal approval • Union rules • Agreements with local unions • When are local contracts expiring?

29. Exclusive and in-house contractors • Electrical • Food and Beverage • A/V • Outside contractors • Service Contractor • Floral • A/V • Cleaning • Shuttle Service • Security

30. Budgeting • Estimating Expenses • Management of event • Marketing of event • Exhibitor services • Production of show • Estimating Revenue • Exhibit space • Registration • Sponsorship • Advertising

31. Exhibit Space Contracts • Basic information • Show name • Location (exhibit hall) • Dates • Space requirements • Policies • Conditions, rules, and regulations • Liability and insurance

32. Booth Types • Four basic types • Standard or linear booth • 10 x 10 • Perimeter • Around edge of room • Peninsula • Two or more end booths • Island • Whole block

33. Reverse Trade Show

34. Convention Center Banquet

35. Exhibit Entertainment

36. Show Floor Lounge

37. Silent Auction

38. Catwalk

39. Ceiling

40. Show Floor

41. Floor Plan Layout

42. Tabletops

43. Twitter Lounge

45. Serpentine

46. No Freight Aisle • Cherry picker • Loading dock

47. Space Assignments • Methods of booth assignment • First come, first serve • Priority points • Advance sale • War Room

48. Review Questions • What is the difference between a tradeshow and a consumer show? • What is the largest expense in the exhibitors budget? • What is a vertical show? • What is a horizontal show?

49. Planning Ahead • Next module: • Meeting Production • Adobe Connect presentation