Exhibit and Trade Show Operations Exam 1

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Fairs Date from Biblical Days

-Several Mentions in the Old Testament of Fairs •Greek History Tells of Fairs Held in Conjunction with Other Events •Roman Merchant Temples Date from 600 BCE

Fairs in Germany date to which century?

1200s

Fairs in 1600s and 1700s

1600s • First North American Fairs • 1700s • English Fairs • Prizes & Awards for New Industrial Products • Products Displayed in Small Exhibitions • Regional & Provincial in Nature

Exhibit Growth Globally

2009- 30,700 2012- 31,000 2017-2018- Continued Growth

Other Early Exhibitions

876 in Philadelphia • Civic Leaders Together With The Federal Government Organized An International Exhibition To Celebrate The Nation's Centennial And Its Reunification After The Civil War. • Attracted Millions of Visitors • Deemed a Success • Led to the Production of Many Other International Exhibitions in the U.S.

Phase III: Show Production

A Variety of Suppliers • Housing • Registration • GSC • Others On-Site • The Show Floor • The Floor Plan • Traffic Flow • Displays

After World War II, the exhibition industry in the U.S. was characterized by:

A renewal of the exhibition industry

Destination & Site Selection From Show Manager's Perspective

Accessibility •Availability of Facilities •Affordability •Appropriate Service •Agreeable Environment -Attractions -Appealing Image

Because the dates of a trade show are fixed, as opposed to most stores which are open year round, the exhibiting firms must:

Adapt their marketing activities to the fixed dates

The Rise of Integrated Marketing

All Parts of the Marketing Plan Are Consistent •Assuring That Brand Is Not Diluted •Making Message Clear About Product/company/service •Ties Together a Variety of Activities •May Include Tie-ins With Affiliated Businesses

Remember This

As A Show Manager, Your Strategic Plan Is Dependent Upon An Understanding Of How Your Exhibitors Use Your Event To Market Their Products And/ Or Services

Gaming Facilities

Attractive Venues For Some Groups •May Have Problems Keeping Attendees At The Show •Hard To Place Signs In A Casino; Design Of Facility Is To Keep People At The Tables •High Weekend Rates

Exhibitions in 19th century

Born From The Industrial Revolution • Germany, France, England • National Focus for Exhibitors • International Focus for Attendees • Economic Development • Consumer Orientation

Today's Focus for Marketing & Sales

Brand Identity • Share of Market • Customer Service/Focus • Key Account Selling • Profit Contribution • ROI, ROO, ROR •Event Marketing

Horizontal Shows

Broad In nature. Ex: PGA- everything to do with golf

Depression era exhibitions

Century Of Progress Exposition (1933-1934) Takes On Unexpected Importance And Spurs The Organization Of Other Expositions • San Diego (1935-1936) • Dallas (1936) • Cleveland (1936) • San Francisco (1939-1940) • New York City (1939-1940)

Agreeable Environment

Climate •Political Stability •Safety •Security •Labor Relations •Green Issues

Multi Purpose Facility

Configuration(s) Can Be Changed To Provide A Variety Of Venues And Uses •Flexibility Is The Key •Retractable Risers •Retractable Domed Ceilings •Multiple Events At The Same Time, Related Or Not

Types of Facilities That Host Exhibitions

Convention Centers •Multi-purpose Facilities •Hotels •Gaming Facilities •Stadiums and Arenas •Parks and Museums

Trending News

Convention Centers in the U.S. Developing Their Own Shows • May Partner With an Experienced Trade Show Producer • May Do it All Themselves • Heat Mapping at Shows

Special Events in Conjunction With Expo

Creating Special Relationships With Targeted Customer Segments • Company May Invite Certain Clients to Receptions or Other Activities •Exhibitor May Sponsor a Meal, a Break, a Party, an Amenity for Entire Show

Vertical Show

Deep slice of particular industry. Ex: Just golf clothing

Expos As Integrated Marketing For Exhibitors

Design of Exhibit Booth Consistent With Corporate Communications, Messaging, Image • Public Relations Activities Surround Show • Sales Department Staffs Booth (Perhaps With Product Experts) • New Products Introduced at Annual Show

Phase I: Initial Planning

Develop the Concept • Write a Business Plan • Especially Important if you Want to Borrow Money • Includes Objectives • Explains How Organization will be Structured • Identifies Target Markets • Includes Budgets • Chart a Critical Path or Timeline for Activities • Location, Location, Location

Chicago Columbian Exposition of 1893

Devil in the White City" by Erik Larson • Timed to Celebrate the 400 th Anniversary of Columbus' Voyage • The Nation's Leading Architects, Landscape Architects, and Designers Participated • Chicago Competed with NYC for Hosting Honors

accessibility

Domestic vs. International • Fly In vs. Drive In • Regional vs. National • Distance From Convention Center to Hotel • Ground Transportation • People With Different Abilities

Fair: Commercial in Nature from the Beginning

Earliest Form Of Direct Selling •Gathering Place For Bartering And Trading •Usually Temporary In Nature •Often Tied To Religious Festivals •Sometimes These Locations Were The Beginnings Of City Settlements

Site Selection From Meeting Manager's Perspective

Education is their priority •Distance from show area to meeting rooms •Ceilings •Walls/sound proofing •Floors and doors •Obstructions •Windows & lighting •Electrical •Communications •A/V, sound systems •F&B, room sets •Competing groups •Business services

Steps in developing a strategic development plan

Environmental Scanning Process: Trends Around the World • Political • Economic • Socio-Demographic • Technological • Ecologic

Facility Requirements

Exhibit hall •Gross square footage •Ceiling height •Floor load capacity •Obstructions •Doors •Loading docks •Storage •HVAC •Utilities •Security •Communication capabilities •Show services/ exclusives •Facility rules & regs •ADA compliance Public Service Issues •Washrooms •Registration Areas •Internet Access (Free WIFI???) •Coat And/Or Baggage Check •Foodservice Areas •Cash Machines •Business Services •Seating Areas Administrative Concerns •Facility Policies: Emergencies, Security, Signage •Labor: Union Or Right To Work? •Insurance Requirements •License Requirements •Taxes

Availability of Facilities

Exhibition Space •Meeting Space •Hotel Rooms •First Class •Special Event Venues

Destination Image and Brand

Exhibitions Come in All Shapes and Sizes •So Do Destinations •What Makes Up the Destination Image?

Timing

Expo Dictates Buying Season For Industry (PGA Show Accounts For Overwhelming Percentage Of Industry Orders For The Year) • Allows For Instantaneous Product Launch • CES Web Site: "The Global Stage Where the Next Generation Innovations Are Introduced

Which of the following statements about the cost efficiencies of selling at trade shows is accurate?

Expos can reach unknown prospects that field sales calls would never identify

Fairs in the middle ages

Fairs in England Date to 1100s • Fairs in Germany Date to 1200s • Fairs in England in 1300s & 1400s • Displays of New Products • Economic Exchanges • Entertainment • Combined Business & Pleasure • Consumer Oriented

Late 1800s

Focus On International/Global Customers • Many Expos Were Called World Or State Fairs • Expensive To Run • Need For Specialized Shows Emerged • Associations Began To Develop • Madison Square Garden In NY Began Hosting Expos

21st Century Trends

Globalization Continues • Competition Among Destinations • Digital Revolution • Audience Engagement • Experiential Aspect • Virtual World

Modern Era of exhibitions

Great Exhibition of the Works of Industry of All Nations • 1851 in London, England • Held in the Crystal Palace • First World's Fair • May - October • 6 Million Paid Admissions • Profitable

Early 1900s

Increase In The Number Of Associations • Expo Management Companies Created • Showcasing U.S. Goods To U.S. Market • Showcasing Manufacturing/Business Innovations Developed During WWI As A Result Of Mass Production

Hanover Messe specializes in what types of shows:

Industrial

Exhibitions in the 19th century attracted attendees from which geographic area:

International

Appropriate service

Levels of Service At: •Convention Center •Hotels •Restaurants •Other Providers

MBO & PDCA

MBO •Planning •Organizing •Directing •Controlling •Evaluating PDCA •Plan •Do •Check •Ac

The Relationship of Marketing to Sales

Marketing Is Research Based and Long Term in Focus •Sales Is Action Based and Focused on the Shorter Term •Sales Is One Part of Marketing •Trade Shows Can be Part of Marketing AND/OR Sales

Hotels

Most Can Handle Small To Medium Sized Events •Some Can Handle Large Events •Gaylord Palms With 400,000 Sq. Ft. •Orlando World Center Marriott 450,000 •Swan Dolphin 329,000 •Shingle Creek 445,000 •May Be Limited In Physical Plant/Layout

1940s-1950s

Most Shows Stopped During The War • Post War Boom • Renaissance Years For The Expo Industry • New Industries Beginning • Consumer Demand

20th Century Trends

Move From Agricultural to Industrial Society • Growth in Associations • Transportation Networks Evolving • Convention Centers in U.S. Cities • Commercial Hotel Development • More & More Shows & Meetings Globally

Early Exhibitions in the US

New York's World Fair In 1853 • Showcased The U.S. • Ran About 1.5 Years • Lost Money • Horace Greeley and Phineas T. Barnum Organized America's First International Fair

Big Convention Destinations

OUCC- 2nd Largest in US Las Vegas- Process of expanding. Has less convention center space but more hotels surrounding offering additional space McCormick Place Chicago-Largest in US Austin Convention Center

Key Player in exhibition industry

Organizers and producers attendees exhibitors sponsors management companies & other 3rd party companies- Ex: Smith Bucklin, George Little, NTP, Kellen, Haul Erikson

Other Early Exhibitions

Philadelphia • Famous for Annual Exhibition of American Manufacture • 27 Fairs Between 1824 & 1874 • 20 Year Gap Between Shows 26 & 27 • Civil War • Lack Of Space • No Easily Accessible Location

Phase IV:Evaluation

Post-show Analysis • Did you Meet your Objectives? • How Did it go for Exhibitors? • How Did it go for Attendees? • How Did it go for Sponsors? • How Did it go for Companies Involved in Show Production?

Money and scope are two critical parts of:

Project management

Why an Appealing Image Matters

Promotional Appeal Positive Image

Project Management: How to Manage The Show Using Four Basic Elements

Resources • People • Equipment • Materials • Time • Task Durations • Dependencies • Critical Path • Money • Costs • Contingencies • Profits • Scope • Project Size • Goals • Requirements

Profit contributions on sales can best be measured by:

Return on investment Return on objectives Return on relationship Correct! All of the above are good ways of measuring profit contributions

Next Steps In Developing a Strategic Plan

SWOT Analysis •Strengths •Weaknesses •Opportunities • Threats Create Your Mission & Vision Statements •Mission • Uniqueness •Purpose • Function •Vision • Future Oriented Establish Goals & Objectives •S •M •A •R •T Needs Analysis •The Five W's • Why • Who • What • Where • When Market Analysis •Industry •Segmentation •Competitors •Trends •Forecasts

Attractions in an Agreeable Environment

Shopping • Nightlife • Entertainment • Culture • Historical Sites • Natural Attractions

Newly emerging markets within an industry often tend to be:

Smaller in scope than existing markets

Six Elements That Make Exhibits Work For Exhibitors

Targeting •Timing •Selling Environment •Cost Efficiency •Long Life Span •Synergism

The success of which international exhibition led to the production of many other international exhibitions in the U.S.?

The 1876 Philadelphia Exhibition

The modern era of exhibitions began with:

The Great Exhibition of the Works of Industry of All Nationsl

Why Be Strategic?

The Objective Of Strategic Management Is To Achieve Better Alignment Of Corporate Policies And Strategic Priorities.

Definition of Strategic Management

The Systematic Analysis Of The Factors Associated With Customers And Competitors (The External Environment) And The Organization Itself (The Internal Environment) To Provide The Basis For Maintaining Optimum Management Practices.

Synergism

The Whole Is Greater Than The Sum Of The Individual Parts • Multi-faceted Approach • Integrated Marketing Approach Helps Build The Brand

Who Owns and Organizes Trade shows?

There are lots of trade show companies behind the scenes of many large and international trade shows. Ex: Reed Entrepreneurs Corporations

Uniqueness of Exhibitions

They Are a Marketing Medium That Brings Together Buyer and Seller in a Temporary Marketplace

Definition of Exhibition

Time sensitive temporary marketplace: Research Customer relations Sales Networking Education

Types of Exhibitions

Trade shows (B2B) Consumer Shows (B2C) Corporate Shows Horizontal Shows Vertical Shows

Globalization means that destinations all around the world are competing for some of the same exhibition business

True

Convention Centers

Usually Publicly Owned •Used As Economic Development Tools •Increase Revenues For Hotels, Restaurants •Create Jobs •Help Build Infrastructure •Provide 4 Basic Types Of Space •Exhibit Halls •Meeting Space •Auditoriums •Banquet Halls

Affordability

Venue Rental •Hotel Rates •Food Cost •Labor Costs •Utilities •Shipping (International Issue)

Suppliers to the exhibition Industry

Venues General Service Contractor Exhibit Designers & Manufacturers Transportation Companies Production companies A/V Companies Technology Companies I & P companies

Life long span

Visual AND Sensory Impressions •Printed Materials Can Be Used For Reference •Show Guides Are Also Reminders Whether Printed or Digital

For example: Globalization and economics

What Regions of the World Are Experiencing Growth? • Within Regions Are There Differences? • What Industries Are Experiencing Growth? • Where Are They Growing? • What Are the Values of the World's Currencies? • How Do Tariffs Affect Trade? • How Easy Is It to Move Goods Across Borders? • How Much Does it Cost to Exhibit Internationally? • What Are Visa Restrictions Like?

Other American International Fairs

ew Orleans (1884-1885) • Chicago (1893) • Atlanta (1895) • Nashville (1897) • Omaha (1898) • Buffalo (1901) • Charleston (1901) • St. Louis (1904) Hot dog & peanut butter introduced! • Portland (1905) • Jamestown (1907) • Seattle (1909) • San Francisco (1915) • San Diego (1915-1916)

The earliest form of direct selling was at a:

fair

Destinations that are popular with regional trade shows that attract a lot of drive-in exhibitors and attendees would also be popular with trade shows that attract large international audiences.

false

Exhibit floor space is the priority for both the trade show manager and the meeting manager.

false

In the SWOT analysis, the SW are external considerations while the OT are internal.

false

In the early 1900s, most exhibitions in the U.S. were showcasing U.S. goods to international markets.

false

Regions of the world that are experiencing economic growth will have no need to develop their own trade shows because their citizens can easily travel to other regions of the world to attend shows. True

false

Trade shows are not a unique form of marketing.

false

Which type of hotel is best suited to being the headquarters hotel for a city-wide convention:

first class hotel

Late 20th Century International Exhibitions/Fairs in the U.S.

international Expositions Continue To Be Organized In The Wake Of Seattle's Exposition • New York's 1964-1965 Extravaganza • San Antonio Hosts Hemisfair '68 • Spokane Holds A Fair In 1974 • Knoxville in 1982 • New Orleans in 1984

Special events are used by exhibitors at a trade show to:

target specific consumers

1920s-1930s

the Great Depression • Most Shows Held At Hotels • Not Very Elaborate In Nature • No Support Infrastructure • George Little Management Company Founded (NOTE: Sold for $335 Million in 2014 to Emerald Expositions!!) • Shows Local Or Regional In Nature

Convention centers are economic development tools that increase revenues for hotels & restaurants and create jobs for local residents.

true

Convention hotels may be limited in physical plant and layout compared to convention centers.

true

Levels of service available at hotels, convention centers and other venues can affect the perceptions that both exhibitors and attendees have of the show and the destination.

true

Market analysis and SWOT analysis would consider some of the same elements.

true

The Shanghai World Expo of 2010 may have cost more to produce than the Beijing Olympics of 2008.

true

Functions of the Show for Exhibitors

• Buying • Selling • New Product Information • Media Coverage • Gaining Competitive Intelligence • Updating Industry Trends • Networking/Problem Solving

Phase II: Sales Production/Promotion

• Exhibit Space Sales • Should Begin a Year out if Possible • Floor Plan is Developed by Show Manager & Drawn by GSC • Rates Determined by Several Factors, Including Booth Size • Getting the Attendees' Attention • Can't Have a Successful Show without Them • Advertise in Trade Press • Advertise in Association Publications • Get PR Wherever Possible

Expos As Integrated Marketing For Exhibitors

•Bring Together Many Components: • Products • Product Experts • Sales Team • Marketing Team • Customers • Key Industry Influencers • Media Relations Team

Cost efficiency

•Expo Leads Cost 56% Less To Close Than Field Sales Calls •Expos Are Less Expensive Than Field Sales Calls For Meeting With Prospects •Expos Reach Unknown Prospects

Targeting

•Industry Specific Shows •Can Identify Target Audiences •Can Reach Actual Buyers: •Expos Are The #1 Source For Attendees Who Make The Final Purchasing Decision

Selling environment

•It's A Hands-on Approach •Buyers Can Compare A Variety Of Products •Sense Of Immediacy Is Created, Spurring Buyer To Action

Other considerations

•Neutral Sales Area •Not Home Territory for Exhibitor or Attendee •Attendee Can See Many Suppliers without the Need to Commit to Any •Exhibitor and Attendee Not Interrupted by Daily Company Duties •Limited Availability • Date and Place is Fixed by the Organizer •Some Exhibitions Occur at the Same Time Every Year •Marketing Activities of Exhibiting Firm Must be Adapted to Fixed Trade Show Participation

Budgets

•Revenues •Exhibit Space Sales •Registration •Conference •Sponsorships •Other, e.g. Advertising Expenses •Operations •Registration •Exhibitor Sales & Sponsorships •Attendance Promotion • Conference • Direct Show Overhead


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