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 exhibitors
  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 Expenses

• Exhibit space rental
• Service contractors
• Freight charges
• Exhibit design
• Photography
• Brochure printing / shipping
• Promotional Items

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