Meetings Expositions Events and Conventions chapter 5 – Flashcards
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Trade fairs
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began in biblical times and became popular in the Medieval Europe and in the Middle East. -opportunity for craftsmen and farmers to bring their products to the center of the town or city to sell their goods as a means of survival.
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Exhibition (buyer-seller format)
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took place in a large city
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trade associations
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grew and saw the potential of trade shows being held in conjunction with their annual meetings as a way to stimulate communication in the industry and expand their revenues gained from the annual meeting.
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to increase the awareness and value of exhibitions,a group of industry professionals created
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National Association of Exposition managers, also called International Association of Exhibitions and Events.
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a trade show (Trade Fair outside of US)
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typically a business to business event. thus they are private and not open to the public.
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exhibitor
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a manufacturer or distributor of products or services specific or complementary to those industries represented by the sponsor or organizer. Attendance-restricted to buyers. business credentials required for registration
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Trade shows may not
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contain an educational program
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most common form of marketing to potential exhibitors
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is advertising in trade publications
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Consumer or public shows
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expositions that are open to the public and offer a wide variety of products for sale. Used by a consumer-based industry to bring their goods directly to their market's end user. may/not have admission fee. on weekends.Opportunities to brand or test market new products.
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Promoting public exhibitions
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is a daunting task because the potential attending audience is so large that it requires a significant expense to reach them through print, radio, and TV advertising.
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Consolidation Shows
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open to both the industry buyers and the general public. Exhibitors are manufacturers or distributors. Hours change.
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trade show and meeting industry
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must demonstrate its value, and measuring return on investment is critical to justifying participation and attendance at trade and consumer shows.
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Center of Exhibition Industry Research (CEIR)
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performance declined in all four key metrics between 2007 and 2008 based on a survey of more than 300 events. Four metrics- Net Square Feet(NSF) , Attendees, Exhibitors, and Revenue
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three key players that ensure that the component of the show come together to accomplish the objectives of each stakeholder
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the exhibition organizer, the facility manager,e and the general service contractor.
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Exhibition Management Company (organizer)
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may be a trade association, a company subcontracted to the trade association, or a separate company organizing the show as a profit-making venture.
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exhibit manager
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the show management staff member in charge of the entire exhibit area. responsible for all aspects of managing the show.
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show management (systems integrator)
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responsible for implementing the show, marketing it to buyers and sellers and gathering together all the resources needed for success.
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facilities
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are also needed to conduct the trade show. small meeting space to large convention centers.
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facility manager (convention service manager, event manager)
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will assist the show manager in arranging the show's logistical details.
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show organizers consider
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size of facility,services available at the venue (dining, setup, tear down, etc.), cost, availability of service contractors, preferences of exhibitors and attendees, logistical considerations (Airline services, local transportation, parking), and lodging and entertainment in the area.
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general service contractors (official exhibit service contractor or decorator)
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provides products and services to the exhibition management company and the show's exhibitors.
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lead retrieval systems
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are great benefit to exhibitors. enables the exhibit staff to swipe an attendee's cared or bar-coded badge and capture all of the individual's contacts info, saving many hours of entering business card data.
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Radio Frequency Identification (RFID)
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to track attendee's movement ad behavior.
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crisis
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Different from a risk in that it poses a critical situation that may cause danger to visitors and exhibitors. ie 9/11
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every show organizer should have a crisis management plan
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that addresses the prevention, control and reporting of emergency situations.
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an exhibition booth
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is constructed to exhibit products/ services and to convey a message.
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exhibiting at a trade or public show
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is the only marketing medium that allows the potential buyer to experience a product or service; therefore, more money is spent on participating in shows than on traditional advertising or individual sales travel.
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exhibit size is a major consideration
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because of cost. more space= more cost.
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layout
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linked to company objectives. large traffic flow = more inviting small traffic- discourages nonserious buyers
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10 by 10 or 8 by 10 ft
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standard booth in U.S.
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in-line exhibit
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using multiple booths to give greater length to the exhibit
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island booths
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grouping standard booths together into blocks of 4, 9, or larger configurations.
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peninsula booths
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four or more standard booths back to back with aisles on only 3 sides
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multilevel exhibits
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often used by large companies. expand space without taking up floor space.
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Staff
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must qualify visitors to determine if they are potential customers or not.
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one simple formula for measuring show ROI
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is subtracting expenses from revenue generated from the buyers at the show.
