TLH219-Exhibition Management.ppt

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1. TLH219M.I.C.E
Exhibitions Management

2. TLH219
M.I.C.E
Exhibition Management
What is Exhibition?
Atradeshowistypicallyabusiness-to-businessevent.Theexhibitoris
usuallyamanufacturerordistributorofproductsorservicesspecificor
complementarytothoseindustries.
Educationalprogramsmayormaynotbeapartofthetradeshow
program,althoughinrecentyearseducationalprogramshaveexpandedas
amethodofattractingattendees.
Usually,tradeshowareannualevents,althoughsomeoccurmore
frequentlyandotherslessfrequently.

3. TLH219
M.I.C.E
Exhibition Management
What is Exhibition?
Consumerorpublicshowsareexpositionsthatareopentothepublic.This
typeofshowisusedbyaconsumer-basedindustrytobringtheirgoods
directlytotheirmarket’senduser.
Showmanagementmayormaynotchargeanadmissionfee,and
attendanceisusuallynotrestricted.Followingaresometypesof
consumershows:
•Automobileshows
•Computer-relatedshows
•Gardenandhomemaintenanceshows
•Recreationshows
•Sportinggoodsshows
•Traveldestinationshows

4. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Model
Exhibition
Management Company
/ Show Organizers
Exhibitors
Association
Exhibition
service
contractors
Attendees
Facilities
Programs

5. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Facilities
Fromsmallregionalfacilitiestomega-conventioncenterslocatedinmajor
cities,regionshaveunderstoodthebenefitsofattractingtradeshowsand
conventionstotheirarea.
Thetradeshoworganizermusttakeintoaccountanumberoffactorsin
selectingthecorrectfacility.Theseinclude:
•Facilitysizeoramenities
•Availabilityofservicecontractors
•Preferencesofexhibitors
•Preferencesofattendees
•Logisticalconsiderations
•Cost
•Lodgingandentertainmentresources

6. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Programs
Thetradeshowmanagementcompanymustconsiderthetypesof
programsofferedinadditiontothetradeshowitself.
Programstoconsiderincludethefollowing:
•Educationalprograms
•Entertainmentprograms
•Exhibitorsprograms
•Specialsectionsforemergingcompanies
•Celebrityorindustry-leadingspeakers
•Mealprograms
•Spouseandchildrenprograms
•Internetaccessande-mailcenters

7. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Service Contractor (ESC)
Anexhibitionservicecontractor(ESC)providesproductsandservicesto
theexhibitionmanagementcompanyandexhibitors.
Herearesometypesofservicesthatexhibitionservicecontractors
provide:
•Freighthandling
•Soundandaudiovisualneeds
•Marketingservices
•Speciallightinginstallations
•Arrangementsforexhibitfurniture,carpet,andamenities
•Telecommunicationsneeds
•Computerneeds

8. TLH219
M.I.C.E
Exhibition Management
Organization of the Exhibition
Exhibition Service Contractor (ESC)
•Accesstoelectrical,gas,andwaterresources
•Floorplanlayout
•Storageandwarehousingofmaterials
•Installation,maintenance,anddismantlingofexhibits
•Provisionofmodels,entertainers,andadditionalexhibitstaff
Arrangingandmanagingtheseservicesforalargeshowcanbequite
complexfortheexhibitionmanagementcompanyandexhibitors.
Thisprovidesorganizersandexhibitorsalevelofcomfortinrelyingon
servicecontractorstotakecareofproblemsthatarisewithorganizinga
successfultradeshow.

9. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Location
Suitablelocationhasamajoreffecton
attendance.Thus,abalancemustbe
attainedbetweenlocationcostand
theidealattendancelevel.
Whymanyorganizationswillconduct
annualmeetingsandtradeshowsstay
inthesamecityyearafteryear?
However,otherorganizationsor
exhibitionmanagementcompanies
prefertomovetheirtradeshowsfrom
citytocityeachyear,andthisstrategy
alsohelpattractvisitors.

10. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Shipping and Storage
Oncethelocationischosen,theboothsandothertradeshowmaterials
needtobetransportedtothesite.
Airfreightandover-the-roadfreightbytruckisthemostcommon.
Theexhibitormustarrange
fortemporarystorageofthe
materialsatthedestination
priortothemove-indatefor
thetradeshowor
exhibition.

11. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Marketing and Promotion
Exhibitionplannersmustpay
seriousattentiontomarketingand
promotionprogramsthatwillfill
theirexhibitionhallwithboth
exhibitorsandattendees.
Mostcommonformofmarketing
topotentialexhibitorsis
advertisingintradepublications.
Whatmarketingandpromotion
toolswaseffective?

12. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Technology
Advancesintechnologyhavemade
tradeshowandexhibition
management,aswellasthe
exhibitionitself,easierandmore
productive.
IsitInternethasagreatimpacton
howtradeshowsandexhibitions?
Manycompaniesnowgivevisitors
inexpensiveCD-ROMsinsteadof
bulkybrochures.

13. TLH219
M.I.C.E
Exhibition Management
Exhibition Planning
Housing and Transportation
Housingandtransportationareessentialelementstothesuccessofany
tradeshow.Alargepartofanyorganizer’stimeispentnegotiatingroom
blocksinthehostcityandairlineandcarrentaldiscountsforattendees
andexhibitors.
Additionally,thelargesttradeshowsoftenrequirededicatedlocalground
transportationtoassistvisitorsandexhibitorsingettingfromtheirhotels
tothetradeshowsite.

14. TLH219
M.I.C.E
Exhibition Management
Risk Management and Crisis Management
Organizingatradeshoworexhibitionisariskybusiness,andisexhibiting
atthetradeshow.Ifthingsarenotdoneright,thetradeshowcanbecome
acolossalfailure.
Ariskmanagementplandoesthefollowing:
•Providestheproceduresforidentifyingpotentialrisks
•Quantifieseachrisktodeterminetheeffectitwouldhaveifit
occurs
•Assesseseachrisktodeterminewhichriskstoignore,whichto
avoid,andwhichtomitigate
•Providesriskavoidancestepstopreventtheriskfromoccurring
•Providesriskmitigationstepstominimizepotentialcostsiftherisk
occurs

15. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
Ifexhibitorswerenotsuccessfulfromabusinessperspective,tradeshows
andexhibitorswouldnotexist.
Companiesinvestasignificantportionoftheirmarketingbudgetintrade
showappearancesandmustseeapositivereturnontheirinvestment.

16. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
Itisimportantforacompanytoknowwhyitisexhibitingandanalysisof
thepotentialreasonsisamajorpartofplanningforthetradeshow.
Someofthereasonsthatcompaniesparticipateinatradeshowor
exhibitionincludethefollowing:
Why Exhibit?
•Brandingoftheirnameintheindustry
•Annualpresentationofproductstoindustryanalysts
•Newproductrollout
•Opportunitiestomeetwithpotentialandexistingcustomers
•Chancestolearnaboutcustomerneeds
•Occasionstomeetwithtrademedia
•Opportunitiestolearnaboutchangesinindustrytrends

17. TLH219
M.I.C.E
Exhibition Management
Exhibitors’ Perspective
Itisimportantforacompanyexhibitanalyzesitsreturnoninvestment
(ROI).
WhencalculatingROIestablishalltheexpensesthatareapartofthe
tradeshow.Typicallyexpensesinclude:
Why Exhibit?
•Spacerental
•Servicecontractorservices(electrical,computer.Etc.)
•Personneltravel(includinghotelsandmeals)
•Customerentertainment
•Freightcharges
•Promotionalitems
•Brochureprintingandshipment

18. TLH219
M.I.C.E
Exhibition Management
Discussion
1.Whatisthedifferencebetweenatypicaltradeshow
andapublicshow?
2.Whatkindsofadditionalmarketingopportunities
domanagementcompaniestypicallyoffer?
3.Whyisriskmanagementimportanttoaexhibition
managementcompany?